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Active:  Active means that Campaign / Ad Group / Ad or Keyword is running on search engines, and your Ad is able to be viewed by people searching on search engines.

Ad:  A PPC Ad promotes products and services on search engines, such as Google® and BingTM.  In Pay Per Click, an Ad (short for advertisement) appears on the very top and on the right of search engine result pages.  An Ad lives in an Ad Group.

Ad Campaign:  Synonymous with Campaign.  A PPC Ad Campaign is composed of multiple Ad Groups and serves Ads to people searching on internet search engines.

Ad Group: An Ad Group lives in a Campaign, and is made up of Ads and Keywords. 

Alert:  An alert is an important notification specific to your Ad Campaign. 

Avg CPC:  Average Cost Per Click (CPC). Your average CPC is calculated by dividing your total cost by the number of clicks.

Avg Pos:  Average position.  This is the average position in which your Ad appears on search engine result pages.

Bid (Max CPC): Your bid, also known as your Max CPC (Cost per Click), is the maximum amount that you are willing to pay each time your Ad is clicked by those using search engines.  

Campaign:  Synonymous with Ad Campaign.  A PPC Ad Campaign is composed of multiple Ad Groups and serves Ads to people searching on internet search engines.

Clicks:  The number of times searchers click on your Ad on a search engine results page such as Google®.

Cost:  The total cost of a selected Campaign, Ad, Keyword or Ad Group. 

Cost/Conv: Cost per Conversion.   The cost of acquiring a customer is calculated by dividing the total cost of advertising by the number of conversions, which could be form submissions, emails, or sales.

Conv: Conversion.  A conversion occurs when a customer takes the desired action on your website. This could include filling out a form, signing up for a newsletter, emailing your business, or making a purchase.

Conv Rate: Conversion rate.  The rate at which visitors completed the desired goal of your website is calculated by dividing the number of visitors that converted on your site by the number of visitors to your site.

CTR:  Your click through rate (CTR) is the number of times an Ad is clicked on divided by the number of impressions

CPC - see bid. 

Daily Budget:  Your daily budget is the amount of money you have allotted to a Campaign per day.  Click costs will not exceed the allotted daily budget. 

Destination URL:  The Destination URL is the website page visitors will go to when they click on your Ad. 

Display URL:  The Display URL is the website name that will appear in the Ad.

Form: A form is a set of text fields that a customer fills in on a website.  Usually forms are requests for information, for example, a "sign up for my email newsletter" form.

Geo-Targeting:  Choosing geographic parts of the country in which you would like the search engines to show your Ads.  Geo-Targeting can be set to either on or off. 

High Value Page:  A high value page is a web page on your site that has a big impact to your site's success.  You want to draw visitors to this page and use this page to convert visitors to customers.  High Value Pages are pages on your website that surface when a customer completes a desired action after clicking on an Ad you've placed on Google® or BingTM | Yahoo!® Search.  Examples of High Value Pages are download confirmation pages after someone has downloaded your services price sheet, the "get directions" page of your website, etc.  Tracking pages that indicate a user has taken a desired action, or is interested in your business, help you to understand how well your Ads are performing.

Imp: Impressions. Impressions are the number of times your Ad is shown on a results page on a search engine such as Google®.

Keyword:   A Keyword is a word or phrase that an Internet user types into a search engine to find relevant Web sites.

Landing Page:  A landing page is a Web page where people go once they click on an online Ad or search engine listing. Examples of landing pages are product pages with a Purchase button, newsletter sign up forms or download pages for trial software.

Lead:  An event triggered by a visitor to your site that usually contains information about a potential customer. For example, a person who clicks on an Ad and then completes an inquiry form is considered a lead.

Match Type:  Your Ad's Keyword Match Type can be Broad, Phrase or Exact. 

  • A Broad Match Ad will appear to searchers who search for similar phrases and relevant variations.
  • A Phrase Match Ad will appear to searchers who search for that exact phrase with other qualifiers.
  • An Exact Match Ad will appear to searchers who search for that exact phrase only.

Pay per click (PPC):  A form of online advertising where you pay only when the visitor clicks on your Ad.

Paused:  Paused means that Campaign / Ad Group / Ad or Keyword is not running on search engines.  Any Ads associated with paused Campaigns or paused Ad Groups will not be viewed by people searching on search engines.

Primary Website:  The Primary website is your main domain name that you want to drive Ad traffic towards, for example,

Recommendation:  A recommendation is helpful information provided to you by our intelligent software specific to your Ad Campaigns.

Relevancy:  The relationship between a keyword and how well it describes the products or services being sold, as well as the relationship between the keyword and the content on the Web site.  Relevancy accurately depicts whether or not a person would utilize a keyword to search for the products and/or services found on the site.

Return on investment (ROI): The benefit gained in return for the cost of investing in advertising for your Web site. ROI can be measured by the following calculation: "Total Revenues (generated from campaign or project) minus Total Costs".

Search Engine:  The search engine that your Ads in a Campaign or Ad Group are running on, such as Google® or BingTM | Yahoo!® Search. 

Search engine:  A website, such as Google® that allows Internet users to search numerous Web pages. Search engines have 'robots' or 'spiders' that crawl through the Internet and index web pages. The index is then used for searching. Google®, Yahoo®, MSN® and AskTM are examples of search engines.

Search engine optimization (SEO):  Search Engine Optimization (SEO) involves making enhancements to your website in order to improve its rankings in search engines like Google® or BingTM, which are widely used by consumers looking for specific products and services.

Search engine marketing (SEM):  Search Engine Marketing refers to both Pay Per Click (PPC) and Search Engine Optimization (SEO).  Search Engine Marketing is the practice of getting search engines to notice your website so that people searching on search engines will also find your website. 

Search Volume:  Search volume is the number of people searching on that particular keyword in a given month. 

Status:  The status of the Ads in your Campaign will be either Active (running on search engines) or Paused (not running on search engines).  Campaigns and Ad Groups can also be either Active or Paused.

Secondary Website:  A Secondary website is another domain name important to your business that you want to drive Ad traffic towards, for example,

Tracking:  Recording and reporting statistical data on the number of visitors, click-throughs, conversions and other information that help gauge visitor response to your online Ads.

Traffic:  The number of people who visit your Web site each day.