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3 CTR Click-through rate. The number of clicks divided by the number of impressions. Expect costs for a click-through to be higher than costs for an impression.

4 PPC Pay per click payment method

6 Conversion rate The number of actions taken or purchases made divided by the number of clicks received

7 Auto Bidding A means by which your bid on a given keyword is automatically changed by 1 cent if your nearest competitor changes their bid.

8 Impression Also known as ad views. “Impression” is the term used to describe the viewing of an ad by the user’s browser.

9 Bounce rate this is the percentage of people who enter a website but leave without going to any other page.

10 Long tail keywords A keyword longer than one phrase. Typically 2 or 3 phrases long and these are typically cheaper and are used by people at the buying stage of their search journey.

11 Quality score Used in Adwords, this is a metric based on relevancy and is used to calculate bid prices for keywords. This has become more advanced over the years.

12 Link Building Campaign An process of connecting with businesses conducting a type of business comparable to yours in order to exchange links and thus move up both in natural search engine robot crawls as well as in pay-per-click campaigns.

13 Link Farming A practice considered unethical by most. It involves a web site linking to others to which it has no connection in terms of the type of business they do, but rather solely for the purpose of increase page ranking in search engines that consider the number of links in their decision on ranking pages.

14 Page Rank (PR) The position that your website has on a given search engine. Often seen abbreviated, as in “I’ve got a PR6 in Google”, meaning you are ranked as number 6 under Goggle for a certain keyword.

15 Reciprocal Linking A practice by which one site links to other (and vice versa) because they offer complementary products, are an affiliated site, etc. The more links one has to other sites usually results in a higher page ranking in search engines, as long as the links are not perceived as link farming.

16 Unique Visitor The number of people who visit a web page. If one person visits the same web page 3 or 4 times, the statistics will list them as 1 unique visitor only.

17 Daily budget amount of money you are ready to spend for the specific AdWords campaign.

18 Google content network Hundreds of thousands of high quality websites, newspapers and internet magazines that cooperate with Google to include targeted AdWords ads.

19 Google search network is a large number of websites as well as email applications and blogs, who have partnered with Google. Advertisers have the option of placing their ads on Google as well as the Google Network for no extra cost. Ads are placed to be as relevant to user searches as possible.

20 Position preference advertisers have an option to choose their preferred positions among other ads, i.e., only be the first or be in positions 1-3 but not lower, etc.

21 Maximum cost-per-click the highest amount that the advertiser is ready to pay for each click. The advertiser can set a maximum CPC for every keyword.

22 Minimum CPC a minimum cost-per-click is assigned to each keyword in the advertiser’s account according to its quality score.