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class="dropdown-toggle-text">Company</div><div class="dropdown-arrow w-icon-dropdown-toggle"></div></div><nav class="dropdown-list w-dropdown-list"><a href="/about-us" class="nav-dropdown-link w-dropdown-link">About us</a><a href="/careers" class="nav-dropdown-link w-dropdown-link">Careers</a><a href="/news" class="nav-dropdown-link w-dropdown-link">News</a><a href="/partners" class="nav-dropdown-link w-dropdown-link">Partners</a></nav></div></div><div class="nav-cta-button-container"><a href="https://dashboard.lunio.ai/login" class="nav-link-2 w-nav-link">Login</a><a href="https://demo.lunio.ai/share/0wgvuola8rxi" target="_blank" class="nav-link-2 w-nav-link">Take a tour</a><a href="/talk-to-sales" class="nav-link primary w-nav-link">Get started</a></div></nav><div class="menu-button w-nav-button"><img width="29" loading="lazy" alt="" src="https://cdn.prod.website-files.com/66916e5acef29ed72641a41d/6697ca6394168f570a22c2a9_fi-rr-menu-burger.svg" class="menu-icon"/></div></div></div><div class="section"><div class="container w-container"><div class="text-box _800px"><h1 class="heading large-h1 no-margin">PPC marketing glossary</h1><div class="spacer _16"></div><div class="text-box"><p class="paragraph medium">Want to learn the lingo of performance marketing pros? Our marketing glossary covers everything you need to know from ad management to click fraud. Get ready to become a performance marketing hero!</p></div></div><div class="spacer _80"></div><div class="blog-collection-wrapper w-dyn-list"><div fs-cmsload-element="list" fs-cmsfilter-element="list" fs-cmsload-mode="pagination" role="list" class="_3-grid w-dyn-items"><div role="listitem" class="w-dyn-item"><a href="/glossary/ad-budget" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Ad budget</h2><p class="paragraph line-limit no-margin">Learn how to set an effective ad budget for your PPC campaigns. Discover the best practices for budgeting and how to optimize your spending for maximum results.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c79ce6a374243d0f8a8c_download.avif" loading="lazy" alt="Ad budget"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/ad-delivery" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Ad delivery</h2><p class="paragraph line-limit no-margin">Learn about ad delivery and how it affects your PPC campaigns. Discover the best practices for optimizing ad delivery and how to ensure your ads are reaching the right audience.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798e6a374243d0f80dd_download.avif" loading="lazy" alt="Ad delivery"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/ad-group" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Ad group</h2><p class="paragraph line-limit no-margin">Learn about ad groups and how they can help you organize your PPC campaigns. Discover the best practices for creating and organizing ad groups for maximum results.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798f84c96b29fa25169_download.avif" loading="lazy" alt="Ad group"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/ad-optimization" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Ad optimization</h2><p class="paragraph line-limit no-margin">Ad optimization is a process of refining and improving your advertising campaigns to ensure maximum efficiency, effectiveness, and ROI. Discover the key elements...</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798437d5b02cde844e6_download.avif" loading="lazy" alt="Ad optimization"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/ad-relevance" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Ad relevance</h2><p class="paragraph line-limit no-margin">Learn about ad relevance and how it affects the performance of your PPC campaigns. Discover the best practices for improving ad relevance and how to optimize your ads for maximum results.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798f84c96b29fa25169_download.avif" loading="lazy" alt="Ad relevance"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/ad-rotation" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Ad rotation</h2><p class="paragraph line-limit no-margin">Learn about ad rotation and how it can improve your PPC campaigns. Discover the best practices for ad rotation and how to optimize your ads for maximum results.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798e6a374243d0f80dd_download.avif" loading="lazy" alt="Ad rotation"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/ad-scheduling" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Ad scheduling</h2><p class="paragraph line-limit no-margin">Discover the benefits of ad scheduling and how to optimize your ads for maximum results. Learn the best times to schedule your ads for maximum engagement.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798e2011814a456a65a_download.avif" loading="lazy" alt="Ad scheduling"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/ad-tracking" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Ad tracking</h2><p class="paragraph line-limit no-margin">Track how your ads are performing with ad tracking. Monitor clicks, impressions, and conversions to optimize your ads and reach the right customers.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c79cb55d37d8e447c6b8_download.avif" loading="lazy" alt="Ad tracking"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/adsense" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Adsense</h2><p class="paragraph line-limit no-margin">Learn about AdSense and how it can help you monetize your website. Discover the best practices for using AdSense and how to optimize your ads for maximum results.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798f84c96b29fa25169_download.avif" loading="lazy" alt="Adsense"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/audience-targeting" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Audience targeting</h2><p class="paragraph line-limit no-margin">Targeting the right audience is essential to success in PPC. Learn how to use audience segmentation and retargeting strategies to get the most out of your campaigns.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c79cb55d37d8e447c6b8_download.avif" loading="lazy" alt="Audience targeting"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/automatic-bidding" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Automatic bidding</h2><p class="paragraph line-limit no-margin">Learn all about automatic bidding, how it works, and why you should be using it in your online ad campaigns.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798e2011814a456a65a_download.avif" loading="lazy" alt="Automatic bidding"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/bid-strategy" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Bid strategy</h2><p class="paragraph line-limit no-margin">Discover the best practices for creating a winning bid strategy. Learn how to optimize your bids for maximum results and how to create effective targeting strategies.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c79cb55d37d8e447c6b8_download.avif" loading="lazy" alt="Bid strategy"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/broad-match-modifier" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Broad match modifier</h2><p class="paragraph line-limit no-margin">Find out how to use broad match modifier to get more traffic from Google Ads. Learn how it works and why you should use it.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c79847f9d6bd4b7a36ce_download.avif" loading="lazy" alt="Broad match modifier"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/cost-per-mille-cpm" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Cost per mille CPM</h2><p class="paragraph line-limit no-margin">Learn about cost-per-mille (CPM) and how it can affect the performance of your PPC campaigns. Discover the best practices for optimizing CPM and how to improve your ROI.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798f84c96b29fa25169_download.avif" loading="lazy" alt="Cost per mille CPM"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/criteo" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Criteo</h2><p class="paragraph line-limit no-margin">Learn about Criteo and how it can help you reach more customers. Discover the best practices for using Criteo to maximise your ad performance.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798e6a374243d0f80dd_download.avif" loading="lazy" alt="Criteo"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/custom-audience" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Custom audience</h2><p class="paragraph line-limit no-margin">Learn about custom audiences and how they can help you reach your target audience. Discover the best practices for creating custom audiences and how to use them in your marketing strategy.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c79ce6a374243d0f8a8c_download.avif" loading="lazy" alt="Custom audience"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/dv360" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">DV360</h2><p class="paragraph line-limit no-margin">Learn about DV360 and how it can help you reach your target audience. Discover the best practices for using DV360 and how to create effective targeting strategies.</p></div><img src="https://cdn.prod.website-files.com/66916e5acef29ed72641a44f/66c5c798437d5b02cde844e6_download.avif" loading="lazy" alt="DV360"/></a></div><div role="listitem" class="w-dyn-item"><a href="/glossary/dayparting" class="resource-card w-inline-block"><div class="card-text-box"><div fs-cmsfilter-field="topic" class="small-blog-tag">Paid media fundamentals</div><h2 fs-cmsfilter-field="title" class="heading h3">Dayparting</h2><p class="paragraph line-limit no-margin">If you're thinking about running a PPC ad campaign, but are new to this type of advertising, the concept of dayparting can seem intimidating. 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