A/B Split Testing: A process of testing multiple landing pages, or other components of your advertisements against each other to find which one works better.

Auto Bidding: A service that automatically bids 1 cent (or predetermined amount) over the competitors in order to maintain the selected bid position.

Bid Gap: A difference in bid prices between subsequent PPC ads for the same keywords.

Bounce Rate: The bounce rate of a web page which visitors enter tells you the percentage of people 'bouncing' away (leave your site) from your site after viewing that page. For example, if the bounce rate of your homepage is 25%, it means that 25% of your visitors 'bounced away' from your homepage after looking at it without viewing any other page.

Broad Match: Two or more words that are part of a longer (or shorter) keyword search, but not necessarily in the same order or adjacent to one another. For example, if you bid on "web hosting" keyword as a broad match, the search terms such as "hosting" and "windows web site hosting" are also elgible for display.

Click Fraud: Click on a PPC ad with no interest in the content or product of the site.

Cost Per Click (CPC): The amount paid for each click on a PPC Ad.

Content Ad: See Contextual Ad.

Contextual Ad: Advertising that is placed on the sites with relavant contents. Google AdSense is a popular example.

Exact Match: A keyword search plan that will display your ad on the SERP only if the searcher types the exact keyword phrase you have bid on.

Phrase Match: A keyword search plan that will display your ad on the SERP only if the search types the entire phrase in the order in which they are placed. For example, "digital camera" placed as phrase match plan will match "Canon digital camera" but not for "digital watch camera".

Pay-Per-Click (PPC) An advertisement where a business pays a preset amount of money to search engine company for traffic generated by clicking on the ad placed on the SERP.