Study up on the Essentials of PPC [Infographic]

There are several terms unique to the world of PPC, and they can often be confusing. It’s easy to forget the difference between CTR and CTA. And what’s the difference between geotargeting and retargeting? Learn all that and more in this comprehensive PPC article and infographic.


Keywords determine when your ad shows up in a search query. To get ad space, you have to bid on specific keywords that correspond with your ad. Use keyword research tools to make sure your ads get the best exposure, and don’t forget to include long-tail keywords!


Pay per click is a digital advertising pricing method. You pay ‘X’ amount of money for each time someone clicks on your ad. The more you bid, the higher up you’ll be in a search query. But be mindful that a grossly high bid will cost you when the clicks start coming in.

Landing Page

The landing page is the page that someone will ‘land’ on once they click your ad. Keep in mind that a good landing page is one that correlates with what your ad promises. Make sure your CTA is clear to your visitors so they don’t get confused.


Geotargeting is a method that allows you to ‘narrow your scope’ and target people by location. This method is helpful for those who conduct business locally or in specific locations. This way, your ad is not wasted on clicks from areas where your business does not operate.

Message Matching

Message matching is a vital function that keeps your brand consistent and your customers free of confusion. If your ad says, “Free shipping on all purchases above $100” then be sure that same deal is mentioned on your ad’s landing page.


CTA stands for call to action, which describes any action you want your visitors to carry out on your site. This could be a purchase, subscription, or just the entry of an email address. Again, it’s key you make your CTA clear to your visitors so they know what they’re getting and how to get it.


Short for click through rate, CTR measures how many people have clicked on your ad. Knowing this number will allow you to figure out your conversion rate. It’s important to keep a close eye on your CTR. Watch out for any unusual activity that may be the result of a broken link or fraudulent clicks.

Conversion Rate

Your conversion rate tells you how many people that visited your site carried out your call-to-action. This number is a great gauge for how your PPC campaign is doing and may indicate if you need to make any changes. It can be calculated by dividing the number of conversions by total number of visits.


Retargeting allows you to bring back lost conversions. You can follow your site visitors with your ads on multiple platforms. This gives them a personalized ad experience and an opportunity to return to your site. Someone didn’t complete your CTA the first time, but that doesn’t mean they won’t later. Reel them back in using email, search, site, and social media retargeting.

PPC Infographic


There’s more to learn about PPC, but getting to know these basics is the first step to becoming a paid search expert. With the above terms, you’ll have a strong PPC foundation upon which you can build your knowledge.