Glossary

Page Views - Each time a web page on a site is accessed by a visitor, it counts as one page view, whether or not the same user viewed the same page 5 times.

Unique Page Views – The total number of unique pages on a website seen by a unique visitor.

Bounce Rate – The percentage of website visitors who arrive at a web site entry page, then leave without going any deeper into the site.

Exit Rate – The percentage of visitors exiting or leaving your site from a particular page on your site. Exit rate is calculated for every page separately because it is the property of an individual page, independent of any other page on the site.

Average Cost-per-click (Avg. CPC) – The average amount you pay each time someone clicks your ad. Average CPC is determined by totaling the cost of all clicks and dividing it by the number of clicks received.

Average position (Avg. Pos.) – The average position in which your ad may be displayed (as seen within your account reporting data, not traffic estimates). ‘1′ is the highest position on the first page of search results, but there is no ‘bottom’ position. Ads with an average position of 1-8 generally appear on the first page of search results.

Clickthrough Rate (CTR) – The number of clicks your ad receives divided by the number of times your ad is shown (impressions) via Google search only. Your ad and keyword each have their own CTRs, unique to your own campaign performance.

Impressions – The number of “impressions” for your ad. The number of impressions is the number of times an ad is displayed on Google or on sites or products in the Google Network.

Clicks – A click (sometimes called a clickthrough) occurs when a user sees your ad and clicks on the title of your ad, which leads them to your website.

Text Ads – Concise, action-oriented copy that links to your website. Also known as a sponsored link.

Banner/Image Ads – Graphical AdWords ads appearing on select content sites in the Google Network.

Placement Ad – Any selected website, subset of pages or ad units on a site, where you’d like to see your ad appear. You may choose placements for your ads in any AdWords campaign.

Contextual Ad – Contextual advertising is targeted to the specific individual visiting a website (or page within a website). A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on what the user is viewing.

Latent Semantic Indexing (LSI) is an indexing and retrieval method that uses a mathematical technique to identify patterns in the relationships between the terms and concepts contained in an unstructured collection of text. LSI is based on the principle that words that are used in the same contexts tend to have similar meanings.