Agency A media company, internet marketing and advertising agency, or any other kind of representative of the advertiser.
Application A software product such as SEO Suite, PPC BidMax, Microsoft Word. Applications are programs that perform complex tasks for computer users.
Archive A storage technique for software, data, or other materials to be saved and preserved.

Attachment A file attached to an email message.
Avg. CTR or Average CTR The Click-Through-Rate (see CTR) average for specified time period..
Avg. CPC or Average CPC The Cost-Per-Click (see CPC) average for specified time period.
Avg. Position or Average Position

Is the average position of your Ad’s displayed on the PPC search engine for specified time period.
B2B Business to Business. A mode of conducting business between two or more companies.
Bandwidth The quantity of information that can be delivered over a given time period. Usually measured in kilobits-per-second (Kbps). In terms of the Internet, the higher the bandwidth, the faster you download pages/files.
Banner Banner is a typically rectangular graphic image placed on a web page. Banners are usually designed to convince viewers to click on them, sending the viewer to the advertiser's website.
Bookmark Just as a paper bookmark is used as a reminder of the page you are on in a book, Internet bookmarks are used to bring you back to a website you may want to return to. Bookmarks in Internet Explorer are referred to as ‘Favourites’.
Broadband Broadband is a high speed Internet connection with high data transmission rates. This allows an Internet user to view web pages and download files quicker. Broadband connection types include DSL, ADSL, cable Internet and high speed wireless connections.
Browser A software used to view web pages over Internet. The most popular browsers are Internet Explorer, Mozilla, Netscape, and Opera.

Pronounced 'cash', it is collection of recently viewed web pages stored on your local computer. A cache is designed to save bandwidth by displaying previously visited pages quicker. Many large ISP's also use a cache to store commonly requested files and serve pages from their cache instead of requesting them from the actual website.


Usually referred to the next level down after a PPC account. Campaigns have properties such as budget, and audience targeting and has multiple Ad Groups within them.

Campaign Manager Person who is responsible for managing the specific campaign
Compression Compression is a technique used to make a file or a data stream smaller for faster transmission and/or require less storage space. The major compression extensions are .zip and .rar
Cookies A cookie is a piece of information sent by a web site to your web browser and then sent back by the browser each time you access to the web site. Cookies allow a website to store useful information about repeated visitors.
Conversion In online marketing a conversion occurs when a potential customer takes the marketer's intended action. If the prospect has visited a marketer's web site, the conversion action might be making an online purchase, or submitting a form to request additional information. ...
Conversion Rate

Total number of conversions divided by total number of clicks for a specific period of time .

Cost Per Conversion Monetary amount spent on advertising to get one conversion.

The legal protection against copying given to original works, which may be in printed or photographically or electronically stored words, music, visual arts, and performing arts.


Cost per thousand (Roman M for thousand) impressions. The price paid by an advertiser to a site to display Ad one thousand times.

When a User clicks on to your Advertisement to go to your Web Site, this is recorded as one click.

CPC CPC (also known as "cost per click") the amount an advertiser pays each time someone clicks on their listing.
CTR CTR (also known as "click through rate") - The number of clicks each listing receives divided by its number of impressions.

CPA CPA (also known as Cost Per Acquisition) typically an average dollar amount to the total cost in clicks it takes to convert to a sale
Creative The text copy of an AdWords ad. Google is reducing its use of this word to describe ad text, but it remains in widespread use in forums and articles.
Daily Budget

Is the maximum amount of advertising spending for a particular campaign per day.


The common characteristics of a group of people such as gender, age, postcode, income and so on. It allows you to segment the population and therefore better target your advertising.
Destination URL

This URL points to the ad’s landing page and it’s not necessarily displayed by your ad. Destination URL might contain tracking codes, and in Google Adwords, your Display and Destination URL’s have to be same domain.
Display URL

Web Site address/URL displayed on your listing/ad.

Downloading The process of transferring files from the Internet and saving them on your local computer. The opposite of uploading.

Dynamic HTML (DHTML)

A more powerful form of HTML that allows interactivity within websites. DHTML combines regular HTML with the power of JavaScript and CSS and is supported by the latest web browsers.

E-commerce The transaction of goods and services via the Internet.
Editorial Guidelines The set of instructions and rules explaining how you should write the titles, URLs and descriptions for your listings.

Email Email is short for "electronic mail" and is a method of composing, sending, and receiving messages over the Internet.

Exact Match Is a keyword matching option for your PPC. If your keyword is exact match, then your ad will only show when the exact keyword is searched on the search engine.
Flash Macromedia Flash is a graphics animation program commonly used to create animated advertisements on web pages and rich-media websites.
Firewall A computer that acts as a shield between you and other computers on the Internet as a security measure.

Geo Targeting

Is targeting your advertisement audience to a specific country/city or a region for your PPC campaigns.

Google advertising network The total reach of Google AdWords, consisting of, Google Groups, the Google Directory, and Froogle, plus its search partners (AOL Search, Netscape, AskJeeves, and others), and the Google content network of AdSense sites.
Home Page

The main page of a larger website and usually the first page users see when visiting a website. Also called index page.

Host Is a with a web server that serves the pages for one or more websites. A host can also be the company that provides that service, which is known as web hosting.

HTML HyperText Markup Language is used for the creation of web pages and other information viewable in a web browser. It tells the web browser how to display a web page's words and images for the user.

HTTP HyperText Transfer Protocol is the primary method used to convey information on the World Wide Web.

Hyperlink A hyperlink, or simply a link, is a reference in a web page to another website or other resource. Almost any element on a web page can be turned into a hyperlink, allowing the user to jump to another website simply by clicking their mouse.

Hypertext Text that contains a hyperlink that allows the reader to move easily from one document to another.


An impression is recorded each time your listing is displayed in the search results, or a display ad is displayed on a webpage.


Integrated Services Digital Network allows digital (as opposed to analog) transmission of voice and data over ordinary telephone copper wires, resulting in better quality and faster speeds.


An Internet Service Provider is a company that provides other companies or individuals with access to the Internet.

Java A programming language used to create applets which can add functionality and interactivity to a website.

JavaScript A scripting language useful for implementing enhanced forms, simple web databases, and navigation enhancements.

Keyword The specific word combinations and phrases users search on and advertisers bid on.

Keyword Suggestion Tool Google’s in-house keyword generator for advertisers. The Keyword Suggestion Tool suggests long lists of words and phrases related to a selected keyword.
Landing Page

The page of a website that is displayed to a user immediately after they click on your listing. The page of a website linked to by your listing’s destination URL.

See Hyperlink.
Max CPC (Maximum Cost Per Click)

The highest amount you wish to pay for any keyword

Min CPC (Minimum Cost per click)

The lowest amount that it is possible to pay for any keyword - see Floor Price.

Negative keyword

If you put negative keywords in your Ag Group, your ads will not be displayed when these keywords are used as search terms.

Over Delivery

Overdelivery refers to Google’s optimization allowance. In the Terms of Service agreement, Google is permitted to exceed your daily budget by 20 percent but must reconcile this overdelivery of ad impressions (and resulting clickthroughs) every month. Your monthly budget, which is determined by multiplying the daily budget 30 or 31 times, can’t be overcharged. Furthermore, if Google overshoots the daily budget by more than 20 percent, it issues an overdelivery credit for the additional clickthroughs.
Page Impressions or Page Views

A request to load a single web page. A single page view may create multiple hits to the server if the page contains multiple elements such as ad banners.
Pay Per Click PPC

Pay-per-click is another term for cost-per-click (CPC).

Portable Document Format. A file format developed by Adobe Systems used to convert documents containing any combination of text, graphics, and images in to a device in and resolution independent format.
Placement Refers to where an ad is placed on a website or to what type of ad it is.
Portal or Internet Portal

A website that acts as an entry point to the Internet and contains many resources for visitors.

A specification that describes how computers will talk to each other on a network.

A server that caches commonly accessed files to speed up service.

A measure of how closely a search result matches the expectations of a search engine user after conducting a keyword Search. Can be measured by Click-Through Rate.
Rich Media A type of advertisement that includes richer graphics, audio, video or interactivity. Some popular types of rich media advertisements are created with DHTML, Shockwave & Flash.
Return on investment (ROI)
A general business and advertising term, return on investment measures the profitability of a campaign. Simplified, ROI calculates a formula by which expenses are subtracted from sales to measure revenue gain. As an AdWords measurement, ROI is about conversions exceeding clickthrough expenses.
Rotation Rotation is the formula by which multiple ads in an Ad Group are selected for display. In Google, rotation may be random or optimized.
Rank Usually referred to the position of a listing on natural side of search engine. Called Position if referred in paid seach.

Search Engine
A utility that lets you perform keyword searches to find information on the Internet, intranet or database.
Search Marketing Promoting or advertising in, or in association with, the set of results delivered by a search engine in response to a user’s keyword query.

Search Results The complete set of information displayed to a user after they enter a keyword into the Sensis® search engine query field.

Server A computer that runs software making services available on a network to client computers. Some examples include web server, ad server, etc.

Site See website.

Site Producer The person in charge of administering a particular website.

SMTP Simple Mail Transfer Protocol. The protocol used to send mail between servers and from your mail client to a mail server.

Status Whether your account, campaigns, listings or keywords are being published or not on search engine.

Target Position

Is the desired position where you want your ads to appear on paid search campaigns
Tracking The measurement of actions through a tracking code.
Tracking Code Are tags added to an ads link in order to track or record a user’s clicks around a website, or the web.
Traffic The number and type of people who come to a site. Traffic can be measured in many different ways.
Unique Users The number of different individuals who visit a site within a specific time period. To identify unique users, some websites rely on some form of user registration or identification system.

Upload To transfer a file from your computer system to another system via the Internet.

URL Universal Resource Locator. The address of a website, for example