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What are the Different Types of PPC?

  • Felix Rose-Collins
  • 6 min read
What are the Different Types of PPC?


Pay-per-click advertising, also known as PPC, can be highly profitable to your business, especially if you have a great working strategy and the appropriate features. As a digital marketer, knowing all the types of PPC ads and how you can apply them in your daily business activities is vital. After you have learned about the different types of Pay-Per-Click ads, you will be better positioned to tailor ads that align with your business.

Pay Per Click

When you want to dive into the PPC advertising field, you need to consider asking for assistance from a reputable agency that will help you understand what needs to be done for your business. Remember that the model you choose should perfectly align your business goals to ensure that your business is operating on the right track to attain its objectives.

You need to understand that when you choose to use PPC ads to facilitate your business advertising activities, you need to choose a model to help you achieve your goals. This article covers different types of PPC ads and how they are applied. Let's dive into the deep waters!

Display Ads

This is a popular form of paid advertising whereby you have to advertise your product and services to active people on the internet. When using the display ads, your ads are displayed in front of potential customers actively searching for the products and services you offer. The ads only appear in front of the customers who have shown interest in purchasing similar products and services to what you are offering.

Display Ads

In most cases, display advertising tends to have a lower conversion rate compared to other models. Besides, this type of PPC advertising is relatively cheap compared to others. Given that Google possesses more than 2 million sites that are available on the Google network, the display ads reach many people from different parts of the world, thus increasing your chances of making sales.

This method is mostly applied by businesses that intend to enhance awareness about their respective products and services. When you have a product you feel is not well known, you can use this PPC advertising approach to give your business more exposure and attract potential customers from different diversities. To contact display advertising, consider using the Google display network to help you facilitate your activities.

Google display network is the most preferred option because it is easy to generate directly from the Google ads interface. However, if you find this difficult and doesn't work, you can choose another advertising platform that works well for you.

Shopping Ads

When running shopping campaigns, you need to display it on search engines just like search campaigns operate. This type of PPC advertising comes with the picture of the product that is being advertised. Also, you need to include the price and a short description to elaborate more about the product to attract the attention of your market audience.

Shopping Ads

In most cases, shopping campaigns are mainly conducted by e-commerce companies that only sell products and not services. Shopping campaigns represent a more significant part of the business, generating more profits within a shorter period. This is because the ads carry all the essential information that customers need to see, making it easier for them to make purchasing decisions.

When using these ads, customers get more information about the products you are offering from just looking at the ads before exploring them. The shopping ads guarantee a higher conversion rate which is vital to the continued growth and development of the business. Also, business owners don't need to pay a lot of money to use the ads since they can easily get 20% cheaper prices for every ad that converts into sales.

If a business has already established a feed, it becomes pretty easy to benefit from the free Google shopping traffic. However, free traffic is only available within the Google surfaces. This includes things such as the Google shopping tab, Google lens, and Google images. Once you access these platforms, securing a good market audience for your business becomes easier.

Search Ads

The paid search ad is not a common type of PPC campaign. Most business owners start by using this ad when doing experiments before diving deep into PPC advertising. When using search ads, you need to choose keywords that you want the ads to display. The keywords are meant to command Google ads the ad copy that they want to display when a user searches a particular keyword in the search engine.

Also, the ads display a maximum amount if they need to pay once the ad is explored. The search ads use an auction system which is responsible for deciding the order in which the paid ads will be displayed to customers across the web. In addition, it decides the amount of money that business owners need to pay once their ads are clicked. The auction operates by considering the amount of money advertisers use to bid on the keyword and the quality of factors outlined.

In most cases, search ads are mostly used by advertisers who intend to diversify their products on the search engine. Also, you can use Microsoft advertising for advertising your products on Bing. Remember that the Bing search engine does not have anything closely related to the traffic volume presented by Google. The research contacted in March 2020 revealed that the Google search engine has a wide market share of approximately 91.98%.

Bing has a smaller market share than Google, making it a relatively lower click price and a suitable option for growing businesses. You can choose to run your search ads via the platform to reach a wider market audience that is suitable for your business.

Remarketing Ads

The remarketing ad campaign is mainly focused on displaying ads to the people who have ever visited your site in the past. Customers who have visited your website show interest in your products and services. In such circumstances, you need to use remarketing ads to help you remind customers more about your brand and some of the products you are offering.

Note that the remarketing campaign is one of the most profitable approaches with a higher conversion rate. This campaign focuses on returning customers who were almost converting and later left your business site. The campaigns showcase the product images to customers to attract their attention and persuade them to make purchases.

Also, you can choose whether you want to use an image or video ad for remarketing your products to potential customers. Google ads offer an exceptional remarketing platform that can facilitate your campaigns. However, there are also other platforms that advertisers can use to remarket their products and services to attract potential customers.

Remember that depending on your needs, you can also run remarketing ads on paid social platforms such as Facebook, LinkedIn, and Instagram.

Gmail Sponsored Ads

The Gmail sponsored ads enable business owners a chance to advertise their products and services in Gmail. The ads are created via Google ads giving marketers using Google search advantage to display their ads to the most suitable customers. The ad pops out just like a regular email. Once the user clicks on the ad, they are directed to an expanded ad version with more information about the product.

At this point, the user has an option to visit your site and explore more information about your brand or leave. If the ad pops out to the right email user, it becomes easier for them to convert, provided that your products can help them solve their problems. When using Gmail-sponsored ads, you have an option to view the number of people who have saved your message for future use.

Also, you can track those who have shared it with their close friends and families who may be interested in the products and services that you are offering. You will also be able to monitor the number of clicks that have led to your website. This pay-per-click method gives you access to all the necessary information to ensure that your ads convert.

Video Ads

Video advertising is becoming a popular methodology within the digital marketing sector. Approximately 85% of companies use video ads to enhance their marketing efforts within different marketing channels. It's no secret that people like watching videos on the internet. When you use video ads for marketing your products, you can easily attract the attention of your audience across the internet to watch the videos and take action based on your call to action.

The advantage of video ads is that the videos can be placed in front of people unaware of the products and services you are offering. Also, you don't need to begin building an audience for your video content since it's displayed automatically. All you need to do is to ensure that you generate compelling videos that will attract your audience's attention and convince them to take action.

To be on the better side, you need to begin by advertising on YouTube since it's one of the platforms many people across the globe use. This will guarantee an awesome audience that you can easily convince and elevate your conversion rate provided that you offer quality products and services.

Final Verdict!

There are multiple PPC types and advertising platforms that you can choose to facilitate your advertising needs. However, you need to ensure that your choice is perfectly aligned with your business goals and that you have enough budget to facilitate the process. Remember that different ad types work better on different platforms. You need to conduct in-depth research to ensure that you have an awesome grasp of the ad type you intend to run on a specific platform. This will automatically increase your chances of accessing a diverse market audience that is essential for the well-being of your business.

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