Retargeting is a form of display advertising. However, unlike traditional banner ads on the display network, retargeting allows you to show your advertisement only to former visitors of your website. This keeps your company on the mind of the most relevant audiences on the internet.
Click-through rates are determined by the number of clicks delivered to a URL vs the number of impressions received. The higher the click-through rate, the more applicable the ad was to the website visitor.
Simply put, impressions are the number of times your ads are shown to a user on a search engine results pages, display network (banner ads), social media platforms, etc. With PPC advertising, there are no costs associated with impressions.
PPC keywords are specific to your products, services, and offerings. When somebody searches words, phrases, sentences, or questions relevant to your keyword targeting, your pay-per-click advertisement is shown. A fee is incurred if the searcher clicks on your advertisement.