Update: This article was originally published in 2013. As you know, the web is constantly changing, which means some of the advice on this page may become out of date. For the latest digital marketing insights from the RocketMill team, please visit our main blog page.

When I started studying Adwords, my poor underdeveloped brain simply could not remember all the jargon. IMHO (In My Humble Opinion) the only occasion when anyone should have to ‘Google’ an acronym 3 times is to decipher your nephew’s texts. Whilst I’m ranting about txts and abbreviations;  Mum, if by some miracle you have stumbled upon my blog, it’s not 2004 anymore, you can stop using cul8er…

Well anyway, I didn’t have a comprehensive resource to refer to when I was learning, so I hope someone finds this list of Adwords definitions useful.

Jargon Description
Keywords Keywords are words and phrases that you want to appear for when they are searched for on Google.
Match Type This is how keywords trigger your adverts.
Currently there 4 different match types:
Broad Only one word in this keyword match type has to be present to trigger an ad. E.g. Dog Trainers could trigger an advert for Nike Trainers.
BMM +Broad +Match +Modifier allows your advert to be triggered no matter the order the words are searched in so long as all words are present.
Phrase “Phrase” match means that the searcher has to type in the words in the same order, but other words can be searched either side.
Exact [Exact] Match means that the search term has to be typed in precisely the same before the keyword triggers your ad to be shown.
Negative Keywords These are the searches that you don’t want to appear for.
Search Terms The searches that actually triggered your adverts to be shown.
Ad Advert. Also known as Ad Copy.
Headline Must be no longer than 25 characters. This is the Blue hyperlink in Google Search results
Description Line 1 Must be no longer than 35 characters.
Description Line 2 Must be no longer than 35 characters.
Display URL This is the URL you show on Google. This is only superficial though only the first part of the address has to be the same.
e.g. www.rocketmill.co.uk/packages/ppc could be shown as RocketMill.co.uk/AdwordsSpecialists
Dest. URL Destination URL/Landing Page is the web address people will arrive at after they click on an advert.
Landing Page See Above.
Ad Group A group of Adverts & their correlating Keywords.
Avg. Pos The Average Position your advert was shown in. (the lower the number, the higher the position on the search results)
Impr. Impressions: The number of times your adverts were displayed on Google.
Clicks The number of people that have clicked on your advert.
CTR Click Through Rate = The percentage of people who saw your advert and clicked on it. Calculated by dividing Clicks by Impressions.
CPC Cost Per Click.
Max CPC Your bid.
Actual CPC How much you actually paid of a click.
Avg. CPC Average cost per click.
Default Max. CPC Adgroup Level determined Max CPC. (This bid is only used if you have not set a keyword level bid)
Display Network Max CPC Self-explanatory really, this is your bid on the display network.
Est. First Page Bid Google recons you should spend more money. Look at your Quality Score before increasing your bids to their recommendations.
Est. Top Page Bid Google recons you should spend more money. Look at your Quality Score before increasing your bids to their recommendations.
Quality Score This is basically a score to grade how relevant your adverts and landing page are to your keywords.
Many factors go into grading this though and it is well worth reading up on.
Labels These can be used throughout your campaigns to tag your keywords, adverts, campaigns and adgroups with useful information.
Conv. Conversion -A useful yard stick to measure the success of your campaign.
This could be a phone call, sale, contact form completion, view of a key web page, Analytics Goal, etc.
Conv. 1-per-click 1 click – 1 conversion.
Conv. many per click 1 click – many conversions! User comes back & buys again (has to be within 30 days and without clicking on an advert again)
Conv. Rate The percentage of people who visited & converted.
Cost/Conv The amount of money spent per conversion.
View-Through Conv. Visitors who have seen but not clicked on your advert. Most relevant to Display Network and Remarketing campaigns.
GDN The Google Display Network: A vast number of websites that permit Google advertising.
CPM Cost Per Mille: Advertising cost per thousand views.
Placements Specific websites you can choose to target.
Topics Collections of websites grouped by a common theme.
Reach The number of individuals that adverts can be displayed to.
Frequency The number of times an individual is exposed to an advert.
Ad Extensions
Social This ad-extension links your business’ Google+ page to your adverts. This is displayed as a +1 Image & The number of followers.
Call Your number can be displayed alongside your advert. This is also incredibly useful for mobile searches.
Location Enables your address to be shown below your advert & a marker appears on a map. Especially when Google Places is linked.
Site Links Blue links appear below your advert. Use these to show other pages & offers individuals may be interested in.
Offer Enables you to show vouchers & codes available to customers.
Communication Brings up a box below your ad that enables people sign up to newsletters etc.
Product Ext. Automatically displays products that are relevant to the searchers enquiry. Your Google Merchant Centre must be linked with Adwords.
Analytics Linking your analytics to Adwords brings a wealth of information that can aid your campaigns.
Bounce Rate The percentage of people that immediately leave a website after arrival.
Avg. visit duration The average length of time a visitor stays on your site.
Pages/Visit The average number of pages visited per visitor.
% of new visits The % of people who are new to your website.


There are loads more and I will be adding to them over time. Please feel free to add your suggestions below.