// Marketing

PPC

Also known as Pay-Per-Click

Pay-Per-Click advertising, primarily Google Ads and Bing, where the advertiser is charged per click.

In depth

PPC is the demand-capture workhorse for bottom-of-funnel intent. In B2B SaaS, brand keywords are cheapest per conversion, category keywords are most contested, and competitor conquesting is a knife fight with escalating CPCs.

Related terms

SEM

Search Engine Marketing, paid ads on search results, primarily Google Ads.

CTR

Click-Through Rate, clicks divided by impressions. The primary engagement metric for ads and email.

CVR

Conversion Rate, completed actions divided by total sessions or clicks.

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