To get best of google, knowing following terminology will help you a lot.

Keyword - The keywords you choose for a given Ad Group are used to target your ads to potential customers.

Campaign - A campaign consists of one or more Ad Groups. The ads in a given campaign share the same daily budget, language and country targeting, end dates, and distribution options.

Ad Group - An Ad Group contains one or more ads targeting one set of keywords. You set the maximum price you want to pay for an Ad Group keyword list or for individual keywords within the Ad Group.

Impression (Impr.) - The number of impressions is the number of times an ad is displayed on Google or the Google Network.

Keyword Matching Options - There are four types of keyword matching: broad matching, exact matching, phrase matching, and negative keywords. These options help you refine your ad targeting on Google search pages.

Maximum cost-per-click (CPC) - With keyword-targeted ad campaigns, you choose the maximum cost-per-click (Max CPC) you are willing to pay.

Maximum cost-per-impression (CPM) - With site-targeted ad campaigns, you choose the maximum cost per thousand impressions (Max CPM) you are willing to pay.

For more info, plz visit google site.