The Ultimate Guide To Understanding PPC Terminology
Updated on: 16 April 2025
If you’re new to digital advertising or just starting to explore the world of pay-per-click, it can often feel like you’re navigating a maze of acronyms and jargon. Whether you’re managing your own campaigns or working with an agency, understanding PPC terms is crucial to achieving success in the online advertising space.
In this ultimate guide, we’ll walk you through the most essential PPC marketing terms that every Filipino business owner, marketer, or digital enthusiast should know. From paid search terms to more technical PPC search terms, we’re breaking it all down—simple, clear, and in plain English. Our goal is to help all of us in the Philippines become more confident in running efficient PPC campaigns and making smarter marketing decisions. So if you’re aiming to improve your ads’ performance, maximise your budget, or simply sound like a pro in meetings—this guide is for you.
📌 What is PPC?
PPC (Pay-Per-Click) is a digital advertising model where advertisers pay a fee every time someone clicks on their ad. You’ll often see PPC ads on platforms like Google Ads, Facebook, Instagram, and YouTube.
If you’re running a sari-sari store, online t-shirt business, or a food delivery service in Metro Manila, PPC can drive instant traffic to your website or product page.
💡 Common PPC Terms Every Filipino Marketer Should Know
Let’s explore the most commonly used PPC search terms and what they mean in practice.
1. CPC (Cost Per Click)
Definition: The amount you pay every time someone clicks on your ad.
Example: If you’re advertising “halo-halo delivery in Quezon City” and you pay ₱10 per click, your CPC is ₱10.
2. Impressions
Definition: The number of times your ad is shown to users.
Example: If your ad for “Filipino streetwear online” appears 1,000 times in search results, that’s 1,000 impressions.
3. CTR (Click-Through Rate)
Definition: The percentage of users who saw your ad and clicked on it.
Formula: (Clicks ÷ Impressions) x 100
Example: Your ad was shown 1,000 times and received 50 clicks. CTR = 5%.
4. Quality Score
Definition: A score from 1 to 10 that Google gives your keyword based on ad relevance, expected CTR, and landing page quality.
Why it matters: A higher Quality Score can lower your CPC and improve ad rank.
5. Ad Rank
Definition: Determines the position of your ad in search results.
Formula: CPC Bid x Quality Score
Example: Even if your competitor bids more, you can outrank them with a better Quality Score.
6. Keywords
Definition: Words or phrases that trigger your ads.
Example: For a Filipino lechon shop, good keywords might be “order lechon online”, “lechon delivery Manila”, or “best lechon near me”.
7. Negative Keywords
Definition: Words you want to exclude from your campaign.
Example: If you’re selling premium lechon, add “cheap” or “budget” as negative keywords to avoid low-intent traffic.
🔍 Understanding Paid Search Terms vs PPC Search Terms
While often used interchangeably, there’s a slight difference between paid search terms and PPC search terms.
- Paid Search Terms: These are actual queries typed by users that triggered your ads.
Example: A user searched “buy crispy pata in Makati” and clicked your ad — that’s a paid search term. - PPC Search Terms: This is a broader category that includes all keywords and search phrases used in your PPC campaigns — including potential ones you’re targeting or analysing.
Tip for Filipino businesses: Review your paid search terms regularly in Google Ads to find new keyword opportunities and eliminate irrelevant traffic.
📊 More Advanced PPC Marketing Terms
As you grow your digital strategy, here are more PPC marketing terms to master:
1. Conversion Rate
Definition: The percentage of users who clicked your ad and completed a desired action (like buying, signing up, or calling).
Example: If 10 out of 100 visitors buy lumpiang shanghai from your site, your conversion rate is 10%.
2. Landing Page
Definition: The web page where users land after clicking your ad.
Tip: For better results, tailor your landing page content to match your PPC search terms — this improves conversions and Quality Score.
3. A/B Testing
Definition: Running two versions of your ad or landing page to see which performs better.
Example: You might test two headlines:
- “Affordable Tapsilog Near You”
- “Order Tapsilog Now – Fast Delivery in Makati”
4. Remarketing
Definition: Showing ads to users who’ve previously visited your website.
Example: Someone viewed your page selling kare-kare, and later sees your ad on Facebook — that’s remarketing in action.
🛠 Tools to Help You Manage PPC Search Terms
For Filipino businesses managing multiple campaigns, these tools can be a game-changer:
- Google Keyword Planner: Discover new PPC search terms and get traffic forecasts.
- Ubersuggest: Great for finding long-tail paid search terms in Tagalog and English.
- SEMRush or Ahrefs: Track competitors’ PPC terms and spot high-performing keywords.
✅ Final Tips for Filipino PPC Advertisers
- Focus on high-intent PPC search terms that align with your business goals.
- Monitor your paid search terms weekly to weed out irrelevant traffic.
- Use local language and locations in your keywords to appeal to Filipino audiences.
E.g., “order sisig delivery QC” or “cheap carwash Cebu”
Conclusion:
Now that we’ve explored the most common and essential PPC terms, we hope you’re feeling more equipped to navigate the world of PPC marketing with confidence. Understanding the meanings behind paid search terms and PPC search terms empowers us to make smarter choices, optimise ad performance, and ultimately, drive better results for our businesses.
PPC doesn’t have to be intimidating. With the right knowledge, any one of us can take control of our digital campaigns and start seeing real returns. Keep this guide handy, revisit it when needed, and don’t be afraid to keep learning—because the world of PPC is always evolving. Let’s embrace this knowledge and take our marketing game to the next level.