Terms to know Google Adwords

Search Engine – A website that gathers and sorts information from the Internet based on a specified topic

Search Field – Input box in the middle of the Google homepage

Search Query – The keyword(s) a user types into the Google search engine to find information on the
Internet

CPC – Cost per Click – You are charged every time a user clicks on your ad, but not every time your ad
appears in the search results

CPM – Cost per Impression – You are charged every 1,000 times your ad appears on Google whether it is clicked or not

CTR – Click Through Rate – Clicks/Impressions x 100 = CTR%

Keyword Based Advertising – Advertisements that are triggered by users search query

Daily budget – The daily spending limit for an AdWords campaign

Text ad headline – The title of your ad - used to attract users interested in your product or service

Display URL – Last line of an AdWords ad. It indicates the URL of the website the ad is linked

URL – Uniform Resource Locator (also called web address)

Affiliates – People who get paid commission to promote a merchants website

Superlatives – Words that emphasize superiority over others (i.e. Best, Greatest, etc)

Call-To-Action Phrase – Example “Buy here” or “Click here” are not allowed in ad text because they are
unrelated to the content of the site

Image Ad – A Google ad that includes an image

Trademark – A word, phrase, logo, or symbol that identifies and distinguishes a product or service from
others in the marketplace

Copyright – The legal right granted to an author, composer, playwright, publisher, or distributor to exclusive

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Terms to Know - Google Adwords

IP Address- Internet Protocol Address is a unique number assigned to each computer connected to the
Internet.

Query Parsing- Google uses the query entered into the search field to determine what language and location ads should show.

Content Pages – web pages in the Google Content Network that show AdWords ads.

Contextual Targeting – targeting determined by the page a user is currently on.

Broad–Match Keyword – trigger ad from a search query including related words or mixed words.

Phrase-Match Keyword – Ad triggered when keyword phrase is included in the search query.

Exact-Match Keyword – Most precise method of targeting/ triggers ad only when precise phrase is searched.

Negative Keyword – Prevents ad from appearing when irrelevant keywords are present in a search query.

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