Abbreviations & Treasury about AdWords

AdRank/Positioning = based on its Ad Rank, which is determined by your keyword or Ad Group's maximum cost-per-click (CPC) times the matched keyword's Quality Score. For the top positions above Google search results, however, we use your ad's actual CPC to determine its position.

Ad Variations = multiple versions of an ad for a single product or service, all based on the same set of keywords. Variations are a good way to test many versions of the same message to see which works best with potential customers.

Conversion = When a user completes an action on your site, such as buying something or requesting more information.

Conversion Rate (CR) = The number of conversions divided by the number of ad clicks. Note that the conversion rate should not be greater than 100%. Conversions are only counted on Google and some of our Google Network partners. The conversion rate is adjusted to reflect only the ad clicks on which Google can track conversions.

Destination URL = Landing Page = An active web page where customers will 'land' when they click your ad. The web address for this page is often called a 'clickthrough URL.'

Pay-Per-Click (PPC) = CPC = The pricing structure used by some online channels to charge an advertiser each time a user clicks on the advertiser's ad. The amount is usually set by the advertiser, not by the channel.

Prospect = A candidate: someone who is considered for something (in the context of this book, a potential customer or client)

Quality Score = the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword's clickthrough rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page.

Return on Investment (ROI) = The benefit gained in return for the cost of your ad campaign. Although exact measurement is nearly impossible, your clickthrough rate and your conversion rate combined with your advertising costs, can help you assess the ROI of your campaign.