Author: Matt Commins

Bounce Rate – The percent of people who enter a website but leave without visiting any other page.

Clicks – When a listing (paid or free) is clicked in a SERP

Click-Through rate (CTR) – The number of impressions divided by the number of clicks

Conversion – A desired action on a website

Cost-per-Click (CPC) – Total cost divided by the number of clicks

Cost-per-lead (CPL) – Total cost divided by the number of leads

Cost per thousand impressions (CPM) – The maximum bid amount for every one thousand impressions received.

Head Term – Keywords that are usually 1-2 words that drive a lot of traffic within a specific vertical

Impressions – The number of times an ad was shown in the SERPs

Keyword – A word or phrase advertisers bid on in the auction

Lead – Similar to a conversion, but more specific in that results in a website gathering users information

Long Tail Keywords – A keyword of any length that drives a low number of impressions but is very targeted and specific

Match Type – A way to control how many related keywords a keyword will show up for

My Client Center (MCC) – Tool normally used by companies to easily manage a large amount of campaigns.

Negative keywords – Keywords that block an advertisers ads from showing

Quality Score – A ranking system to judge the relevance of an advertiser as well as its keywords and ads

Return on Investment (ROI) – Ratio of money gained or lost based on the amount investment.

Search Engine Optimization (SEO) – Free traffic to a website through listings in search engines

Search Query – A search a user performs on a search engine

Search Engine Results Page (SERP) – The results that are shown after a search query.