Search Results are of type Organic and Paid
SEM
Search Engine Marketing
ROI
Return on Investment
PPC
Pay per Click
CPM
Cost per thousand Impressions
CPA
Cost per acquistion
CPC
Cost per Click
CTR
ClickThrough Rate
Marketing type are Branding and Direct Response
AdWords is Google’s SEM/Advertising tool for Google Network [Google Content Network and Google Search Network]
One of the factors affecting search result position is Page Rank. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link from site A to a page on site B adds to site B's PageRank.
Users can visit the Google homepage or other Google properties, enter a search query (terms related to information they'd like to find) into the search field, and click "Google Search." Google returns a variety of search results -- including lists of files, articles, documents, and websites -- that are all highly relevant to the query. (If a user clicks "I'm Feeling Lucky," the user goes directly to the first website or document in the Google search results.)
AdWords offers two ways to trigger your ads to appear:
1) In response to keywords (called keyword targeting)
2) On specific placements (called placement targeting)
Google payment options are divided into two types: postpay and prepay.
Note that you won't be able to switch from a postpay option to a prepay option or vice versa.
Keyword
The keywords you choose are the terms or phrases you want to prompt your ad to appear. For example, if you deliver fresh flowers, you can use "fresh flower delivery" as a keyword in your AdWords campaign. When a Google user enters "fresh flower delivery" in a Google search, your ad could appear next to the search results.
Placement
Like keywords, placements are another way for you to control where your ads appear. A placement is usually a website where you'd like your ad to appear. For example, if you select www.example.com/sports as a placement, your ad could appear on that site. Image ad
A graphical ad, which can be static or animated, that runs on the Google Content Network. Also called a display ad.
Campaign & Ad Group
AdWords accounts are organized into campaigns and ad groups. You start with one campaign, which has its own daily budget and targeting preferences. You can have multiple campaigns running and might choose to create one campaign for each product or service you want to advertise. Within each campaign, you have one or more ad groups, which are sets of related ads, keywords, and placements.
Impression (Impr.)
The number of impressions is the number of times an ad is displayed on Google or the Google Network. Monitor your impressions to see how many people your ad is shown to.
Click
If a customer sees your ad and clicks on it to learn more or to do business with you, it is recorded in your account as a click. Monitor your clicks to see how many people choose to enter your website from your ad.
Clickthrough Rate (CTR)
Your clickthrough rate (CTR) is a metric that helps show how your ads are performing. The more relevant your ads are, the more often users will click on them, resulting in a higher CTR. The system calculates your CTR as follows: Number of ad clicks/number of impressions x 100.
Cost-per-click (CPC)
Under the cost-per-click (CPC) pricing model, AdWords charges you for each click your ads receive. You won't incur any costs if your ad is displayed and users don't click it. CPC bidding is the default for ads running on Google and the Search Network. Most advertisers also choose it for their campaigns that focus on getting a direct response from their audience, whether a sale, sign-up, or other action.
Maximum cost-per-click (maximum CPC)
The highest amount that you are willing to pay for a click on your ad. You can choose to set a maximum CPC for individual keywords or for all the keywords within an ad group.
Cost-per-thousand impressions (CPM)
With some campaigns, you can choose to pay for views of your ad rather than clicks. The maximum CPM is the most you're willing to pay for each thousand impressions, or views of your ad. CPM bidding is only available for campaigns that target the Content Network and not Google search or search partner sites.
Quality Score
Quality Score is the basis for measuring the quality of your keyword and ad and determining your cost-per-clicks (CPCs). Quality Score is determined by your keyword's clickthrough rate (CTR), relevance of your ad text, historical keyword performance, and other relevancy factors. The higher your Quality Score, the lower the price you'll pay per click.
First page bid estimates
Your AdWords account will show a first page bid estimate for each of your keywords. This metric estimates the cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when the search query exactly matches your keyword. The first page bid estimate is based on the Quality Score and current advertiser competition for that keyword.
Optimization
An optimization is the process of creating/editing keywords and ad text (or adjusting other parts of the account) to improve the performance of AdWords ads.
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