Glossary is kind of a mini dictionary where terms and their definitions are explained. For the ease we are provinding these here for your reference.
Ad Group : An ad group is a collection of keywords paired with specific adverts for that group. You are allowed multiple ad groups per campaign.
Ad Scheduling : Ad scheduling allows you to set time slots when your advert will be shown during the day. With ad scheduling, a campaign can run all day, every day, or as little as 15 minutes per week. This allows your adverts to receive the most valuable traffic when it is available to you, and conserve your budget when traffic is slower.
Bid Price : The maximum amount of money you are willing to pay for your search keywords.
Broad Match : A broad match keyword would be triggered for a search that contains the initial keyword and also for associated searches. For example: the broad match keyword of 'red shirt' would be triggered by searches for 'red shirts', 'find red shirt', 'red and blue shirts' and 'shop that sells red shirts' etc. A broad match is written literally with no added punctuation.
Exact Match : Exact as the name suggests that when some is searching for the exact thing he will type the exact keyword. For Eg. When someone is looking for sony handcam with model no, he will write model no and will get results only for that particuler model no. instead of all sony products.
Phrase Match : Phrase match is phrase of keywords which is exact and close varitaions of keywords. For Eg. Reduce weight, Reduce weight reviews, Tips to reduce weight etc.
Negative Match : Negative match is used when you do not want to show your ads for specific keyword. For eg. golf balls. If you use only golf balls then ad will not be displayed but when you use used golf balls or recycled golf balls, ads will appear.
Click-through Rate (CTR): Clicks divided by impressions will give you CTR. ( CTR = Clicks/Impression * 100). A high CTR is good and contributes to your keyword's Quality Score.
Cost Per Click (CPC): The cost incurred for every click on your ad.
Cost Per Acquisition (CPA): CPA is calculated dividing total spend by total conversions. This will give you how much you have spend for one lead or sale. Based on CPA you can also re-allocate the daily budgets to your campaigns.
Conversion Rate : Conversion rate is calculated dividing total conversions by total clicks multiplied by 100.
Cost-Per-Thousand Impressions (CPM): CPM bidding is based on 1,000 impressions an ad. Once your ad is show 1000 times, you will be charged.
Contextual Targeting: In contextual targeting system ads are shown that matches ads, keyword targeting relevant on the Content Network. The ads can be text ad, image ads, video ads etc.
Campaign: A campaign is the main structure and can have many ad groups in it. All basic settings are done here. For eg. What is the daily budget, Ad Scheduling, Geotargetting, Campaigns start and stop dates etc.
Click Fraud: The clicks which are done intending to increase advertising costs or to increase the profits for website owners are invalid clicks. Also the clicks which are automated by robots, clicking tools are considered invalid clicks. Google automatically the invalid clicks and you are not charged for those clicks.