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
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
