Not really, no! We will provide you with a basic understanding of the PPC vocabulary that makes sense for you to know. However, we’ll help you focus on what matters so that you’re not wasting time learning language that you won’t really need. Here’s a basic guide of some PPC vocabulary though:   Ad Copy: This refers to the words you see in the ads themselves. This is usually the the headline, any descriptions, and the URL. Clickthrough Rate: This is a ratio and is calculated using the number of clicks over the number of impressions (views, more or less). A higher clickthrough rate is better. Conversion Rate: Another ratio that is calculated by taking the number of conversions and dividing them by the number of clicks.  Cost Per Click: This is one of the most useful metrics to measure as it’s a good indicator of the performance of your campaign against your competitors.