A/B testing – An experimental approach to web design (especially user experience design), which aims to identify changes to web pages that increase or maximize an outcome of interest; also referred to as Split testing (Source)

Ad copy – Text of an advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds (Source)

Ad delivery – A Google AdWords setting that determines how quickly you want Google to use your budget each day: either spread throughout the day (standard) or more quickly (accelerated), which affects when during the day your ads are likely to show (Source)

Ad extensions – A feature that displays extra business information with your ad such as an address, phone number, more web page links, product images and pricing information (Source)

Ad group – A subset of a campaign composed of keywords, ads and bids that is a key part of how your account is organised (Source)

Ad position – The order in which your ad appears on a page in relation to other ads (Source)

Ad rank – A value that’s used to determine your ad position, calculated using your bid amount and Quality Score (Source)

Ad rotation – A Google AdWords setting that determines how often Google delivers your active ads in relation to one another within an ad group, whether optimized either for clicks or conversions, or rotated more evenly (Source)

Ad scheduling – A feature that lets you specify certain hours or days of the week when you want your ads to show; also known as Dayparting (Source)

AdWords Editor – A powerful, free tool designed to help you manage your AdWords account offline and easily make a large number of changes at once (Source)

Analytics – The use of descriptive and predictive models to gain valuable knowledge from data, and using this insight to recommend action or to guide decision making (Source)

Automatic bidding – A bidding method that automatically sets and adjusts your maximum bids (Source)

Automatic placement – Locations on the display or content network where your ads can show and that are automatically matched to your keywords based on contextual targeting (Source)

Bid – The amount that the advertiser is willing to pay for a given ad spot (often based on a keyword) (Source)

Bing Ads – The application used to advertise on Bing and Yahoo! search pages; formerly Microsoft adCenter (Source)

Bing Ads Editor – A tool designed to help you manage and improve the performance of your Bing Ads campaigns, whether you’re online or offline (Source)

Bounce rate – The percentage of visits that go only one page before exiting a site (Source)

Broad match – A keyword matching method in which an ad is matched with searches that are similar to the specified keywords (Source)

Campaign – A set of ad groups (ads, keywords and bids) that share a budget, location targeting and other settings (Source)

Change history – A tool that lists the changes you’ve made to your account during the past two years (Source)

Click – When someone clicks on your ad, even if the person doesn’t reach your website (like in case it is temporarily unavailable) (Source)

Click fraud – Clicks on your ads that were carried out for fraudulent purposes (Source)

Clickthrough rate (CTR) – A ratio showing how often people who see your ad end up clicking it, computed by taking the number of clicks that your ad receives divided by the number of impressions (Source)

Contextual targeting – The process that matches ads to relevant sites in display or content networks using keywords or topics, among other factors (Source)

Conversion – When a person who clicked your ad completes an action you consider valuable, such as calling your business from a mobile phone or buying something on your website (Source)

Conversion rate – How often a click on your ad resulted in a conversion, computed by taking the number of conversions and dividing that by the number of ad clicks you received during the same time period (Source)

Conversion tracking – A tool that measures how clicks on your ads lead to conversions, usually through a snippet of code added to the website (Source)

Cookie – A small piece of data sent from a website and stored in a user’s web browser while a user is browsing, which allows tracking of the user’s activity in terms of interaction with the website (Source)

Cost per click (CPC) – The amount you are charged for a click on your ad (Source)

Cost per conversion – The cost of acquiring a customer, typically calculated by dividing the total cost of an advertising campaign by the number of conversions (Source)

Cost per mille (CPM) – Cost per thousand ad impressions (Source)

Customer ID – A unique three-part number that’s assigned to each AdWords account, listed at the top of every page in your account (Source)

Daily budget – An amount that you set for each ad campaign to specify how much, on average, you’d like to spend each day (Source)

Destination URL – The URL address for the landing page in your website where you’d like people to be sent after they click your ad (Source)

Display advertising – Graphical advertising using banners on the web that appears next to content on web pages, IM applications, email, etc. (Source)

Display network – A group of more than a million websites, videos and apps who have partnered with Google, Microsoft or Yahoo, where your ads can appear; also known as Content network (Source)

Display URL – The web page address that appears with your ad that is meant to give users a clear idea of what page they’ll arrive at when they click an ad; not necessarily exactly the same as the Destination URL (Source)

Enhanced campaign – An AdWords upgrade which aims to improve ad reach and targeting of users of both desktop and mobile devices in all locations within a single campaign, eliminating the need to create a duplicate campaign for a different device type or location (Source)

Exact match – A keyword matching method in which an ad is matched with searches that include the exact keyword phrase and nothing else (Source)

Frequency capping – A feature that limits the number of times your ads appear to the same person on the Display Network (Source)

Geo-targeting – Targeting ads to particular geographic regions (Source)

Google AdSense – A program run by Google that allows website owners to earn revenue by showing relevant ads from the Display Network on their site (Source)

Google AdWords – Google’s flagship advertising product and main source of revenue, which offers PPC advertising, CPM advertising, and site-targeted advertising for text, banner, and rich-media ads (Source)

Google Analytics – A free Google product that provides in-depth reporting on how people use your website, which you can use to learn what people do after clicking your ads (Source)

Heat map – Used to show what percentage of people interacted with different parts of a web page, whether it is via eyetracking, clicktracking, mousetracking, etc. (Source)

Impression – A measure of the number of times an ad is displayed, whether it is clicked on or not (Source)

Internet marketing – The marketing and promotion of products or services over the Internet; also known as online advertising, online marketing or e-marketing (Source)

Keyword – Words or phrases describing your product or service that you choose to help determine when and where your ad can appear (Source)

Keyword insertion – An advanced AdWords feature that dynamically updates your ad text to include one of your keywords that matches a customer’s search terms (Source)

Keyword matching – Refers to different methods for matching keywords associated with your ads, with the search terms entered by people at the search engines; see also Broad match, Exact match, Phrase match, and Negative keyword (Source)

Landing page – The page the visitor lands on after clicking an ad (Source)

Managed placement – Locations on the display network that you specifically choose as places where you’d like to show your ads (Source)

Manual bidding – A bidding method that allows you to set your own bid amounts to control the maximum cost for each click on your ad (Source)

Mobile ads – Ads that appear on mobile devices in search results, on content websites and in apps (Source)

Mobile click to call – The practice of adding a clickable business phone number in ads that appear on smartphones which would direct users to call your business directly from a mobile phone instead of visiting your website (Source)

My Client Center (MCC) – A powerful tool for handling multiple AdWords accounts; an “umbrella” account with several AdWords accounts (managed accounts) linked to it (Source)

Negative keyword – A type of keyword that prevents your ad from being triggered by a certain word or phrase (Source)

Optimisation – The process of making changes in your ads, keywords, bids or web site to help improve your advertising success (Source)

Organic search results – Natural or non-paid search results (Source)

Paid search results – Involves a search engine company charging fees for the inclusion of a website in their results pages (Source)

Pay per click (PPC) – An advertising campaign in which the advertiser must pay each time someone clicks an ad (Source)

Phrase match – A keyword matching method in which an ad is matched with searches that include the exact keyword phrase, though with other words before or after (Source)

Placements – Locations on the display network where your ad can appear (Source)

Quality score (QS) – A measurement of how relevant your ads, keywords and landing page are to a person seeing your ad (Source)

Relevance – How closely the elements of your ad campaign match what a person seems to be looking for (Source)

Remarketing – A feature which allows advertisers to show ads to users who’ve previously visited your website as they browse the Web as a way to stay engaged with the target audience (Source)

Return on investment (ROI) – Measures the ratio of your profits to your advertising costs (Source)

Sales funnel – A technical term used in e-commerce operations to describe the track a consumer takes through an Internet advertising or search system, navigating an e-commerce website and finally converting to a sale; also known as Conversion funnel (Source)

Search engine – A program that indexes documents, then attempts to match documents relevant to a user’s search requests (Source)

Search engine marketing (SEM) – A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimisation (SEO) and advertising (PPC) (Source)

Search engine optimization (SEO) – The process of affecting the visibility of a website or a web page in a search engine’s natural or un-paid (organic) search results (Source)

Search engine results page (SERP) – The listing of results returned by a search engine in response to a keyword query (Source)

Text ad – The standard type of ad that typically includes a link to your website and a description or promotion of your product or service (Source)

Traffic – The amount of visitors and visits a web site receives (Source)

Unique visit – The initial visit by a user to your website during any given date range (Source)

URL – The location of a web page or file on the Internet (Source)

Web banner – An ad consisting of an image that you provide featuring information about your business, services, or products; also known as Image ad (Source)