Google AdWords Terms and Glossary

AdWords can be bit confusing to look at with alot of acronyms and terms that may not be obvious. Here's a short summary of the key ones for you and found in our reports:

  • Campaign: highest level in the AdWords structure, it’s like a theme
  • Ad Group: 2nd level in the AdWords structure, it’s like a grouping
  • Ad: 3rd level in the AdWords structure, the actual ads people see
  • Click: when someone actually clicks on your ad
  • Spend: what you have spent through the bidding and advertising process
  • Cost Per Click (CPC): the average cost to you to get a click (cost/clicks)
  • Bid: what you are bidding up to for a click on certain keywords
  • Impression: how many people see your ad
  • Click Through Rate (CTR): ratio of people who click your ad when they see it (clicks/impressions)
  • Goal: in Analytics, a measurement of an action someone can take on your site
  • Conversion: when someone takes a desired action, or completes a goal, originating from one of your ads
  • Keyword: Words or phrases describing your product or service that you choose to help determine when and where your ad can appear.

Keyword Match Types


Google has a more exhaustive and complete glossary here.


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