Search engine marketing has a wide range of words, terms, and phrases. It can be compared to its own small world with its own unique language. Let's review:

Ad Group - An assortment of campaign ads that deal with a group of similar keywords.

Call to action - Ad text that ploys users to take a certain action. Call to action terms include "buy now" "enter here to win a trip to Ecuador" and "click here for more information."

Campaigns - Different ad groups are organized into campaigns. Each campaign serves a different purpose and are created for different promotions, regions, products, and so on.

Click through - clicking on a link that directs the user to another web site

Clickthrough rate (CTR) - the formula that measures the clicks per ad in relation to the amount of time its shown for every keyword. For instance, your clickthrough rate is 2 percent of 100 people see your ad and 2 people clicks through to your website. For banner ads, CTRs are around the 0.5 percent range and 3.0 percent for text links. Other words for clickthrough rate include yield or ad impression ratio.

Content site - Sites such as online publications, ezine articles, and other information that display AdWords ads

Content targeting - the action of running ads on content websites instead of search results pages.

Contextual advertising - same thing as content targeting

Conversion - A response to your ads call to action. Conversions come in the form of a sale, a subscription to your newsletter, or a download.

Cost-per-click - the 'CPC' is the amount of money you pay every time a web browser clicks on your advertisement. CPC usually figures around 5 cents to a dollar per click. It can also refer to cost-per-customer.

Geo-targeting - throwing out ads to a certain geographical area

Impression - a single display of an ad on a content page. This is also known as exposure.

Keyword - the granddaddy of all search term words - means a certain words or a group of woods that are entered into a search engine to lead to results pages dealing with the keyword. It is the actual word you type into the search query box prior to searching.