WHAT ARE THE DIFFERENT TYPES OF PPC AD CAMPAIGNS

In case you don’t have basic knowledge of what PPC is and how it can benefit your business, we have got you covered. Now that we have explored how Pay-Per-Click advertising can help small businesses build their online presence and fill their digital sales funnels by generating traffic to their website, let’s look into what kinds of advertising channels are available. PPC advertising is all a matter of relevance, depending on the keywords, platforms, and audience, advertisers bid on the perceived value of a click. On average, paid advertising can have a 200% Return on Investment (ROI) which means that for every dollar you spend, you will earn $2.

In case you don’t have basic knowledge of what PPC is and how it can benefit your business, we have got you covered. Now that we have explored how Pay-Per-Click advertising can help small businesses build their online presence and fill their digital sales funnels by generating traffic to their website, let’s look into what kinds of advertising channels are available.

PPC advertising is all a matter of relevance, depending on the keywords, platforms, and audience, advertisers bid on the perceived value of a click. On average, paid advertising can have a 200% Return on Investment (ROI) which means that for every dollar you spend, you will earn $2.

There are a variety of PPC marketing campaigns depending on your business goals that can help you grow your brand awareness in front of the right audience and fill your sales funnel. Let’s dive deep into the world of PPC advertising campaigns:There are a variety of PPC marketing campaigns depending on your business goals that can help you grow your brand awareness in front of the right audience and fill your sales funnel. Let’s dive deep into the world of PPC advertising campaigns:

• Search Ads

The most common type of paid search ads is designed to appear while the consumer is already in search of a service or product by your company. Search ads are paid-for results that appear in the most common form as a Google Ad when you use Google to search for something and show above organic results. These ads are most suitable for short sales cycles or for one-time campaign promotions if you are low on budget and aiming to acquire strong, high-quality leads from new customers.The most common type of paid search ads is designed to appear while the consumer is already in search of a service or product by your company. Search ads are paid-for results that appear in the most common form as a Google Ad when you use Google to search for something and show above organic results. These ads are most suitable for short sales cycles or for one-time campaign promotions if you are low on budget and aiming to acquire strong, high-quality leads from new customers.

• Social Ads

Social PPC is a form of social media paid advertising that is nowadays becoming the fastest-growing segment of PPC advertising campaigns that are solely meant for the social media platforms like Facebook, Instagram, LinkedIn, and Twitter. These ads are programmed to reach prospects in targeted groups based on their hobbies, networks, interests, demographics, among other factors in data gathered in these platforms. Social ads are only suitable for brands having an active social media presence and highly targeted customers. These ads appear in the “feed” or “timeline” of your audience and advertisers usually pay by utilizing two bid strategies: CPC (Cost Per Click) or CPM (Cost Per Thousand Impressions).Social PPC is a form of social media paid advertising that is nowadays becoming the fastest-growing segment of PPC advertising campaigns that are solely meant for the social media platforms like Facebook, Instagram, LinkedIn, and Twitter. These ads are programmed to reach prospects in targeted groups based on their hobbies, networks, interests, demographics, among other factors in data gathered in these platforms. Social ads are only suitable for brands having an active social media presence and highly targeted customers. These ads appear in the “feed” or “timeline” of your audience and advertisers usually pay by utilizing two bid strategies: CPC (Cost Per Click) or CPM (Cost Per Thousand Impressions).

• Display Ads

Display ads appear at specific times, like before the start of the Youtube video or as the banners that display alongside the original content while crawling through a website. Display ads effectively reach more than 90% of online users. These ads are usually displayed on Google’s partner websites, aiming to target people who particularly visit industry-related sites. By enhancing the photos and texts, display ads can be used to capture the attention of online users to convince them to become potential leads. Display ads are meant for lengthy sales cycles and niche or luxury customers.Display ads appear at specific times, like before the start of the Youtube video or as the banners that display alongside the original content while crawling through a website. Display ads effectively reach more than 90% of online users. These ads are usually displayed on Google’s partner websites, aiming to target people who particularly visit industry-related sites. By enhancing the photos and texts, display ads can be used to capture the attention of online users to convince them to become potential leads. Display ads are meant for lengthy sales cycles and niche or luxury customers.

• Remarketing Ads

Remarketing ads are an effective way for PPC advertising to reach high-converting customers by targeting customers that have shown a genuine interest in your company beforehand or who have tried reaching you by browsing your website. The making purpose of remarketing ads is to entice prospects to go back to your website meanwhile convincing them to convert or make a purchase. Dynamic remarketing is remarkable as it impresses the customer with your brand and keeps on reminding them about the product they didn’t end up buying. In contrast to search advertising, remarketing ad campaigns are cheaper due to the lower competition and highly targeted customer segments.Remarketing ads are an effective way for PPC advertising to reach high-converting customers by targeting customers that have shown a genuine interest in your company beforehand or who have tried reaching you by browsing your website. The making purpose of remarketing ads is to entice prospects to go back to your website meanwhile convincing them to convert or make a purchase. Dynamic remarketing is remarkable as it impresses the customer with your brand and keeps on reminding them about the product they didn’t end up buying. In contrast to search advertising, remarketing ad campaigns are cheaper due to the lower competition and highly targeted customer segments.

• Sequential Remarketing

Though sequential remarketing is not technically a separate category, taking into consideration its importance we have mentioned it separately. Like Remarketing ads, sequential remarketing is also meant to re-engage your audience, but with the addition of certain things. In sequential remarketing besides retargeting present website visitors, you catch their attention again by focusing on a longer-term campaign involving variations in the content as time passes. You can stand out by telling an interactive story, test different messaging features, target different sequences depending on how long it has been since that person visited your site.Though sequential remarketing is not technically a separate category, taking into consideration its importance we have mentioned it separately.  Like Remarketing ads, sequential remarketing is also meant to re-engage your audience, but with the addition of certain things. In sequential remarketing besides retargeting present website visitors, you catch their attention again by focusing on a longer-term campaign involving variations in the content as time passes. You can stand out by telling an interactive story, test different messaging features, target different sequences depending on how long it has been since that person visited your site.

• Google Shopping Ads

Another type of PPC advertising to attract the leads by helping them to find your services or products via the ads that appear in a carousel format above Google’s Search Engine Results Page (SERP) thus allowing the customers to have a sneak peek of the products and prices like in the case of window-shopping before they click on a list of available websites. These ads are appropriate for companies having a large volume of products in their website’s inventory. Using Google shopping ads, every click that you are paying for has a higher chance of converting, assuming your target customers have already explored all product offerings on Google Shopping ads.Another type of PPC advertising to attract the leads by helping them to find your services or products via the ads that appear in a carousel format above Google’s Search Engine Results Page (SERP) thus allowing the customers to have a sneak peek of the products and prices like in the case of window-shopping before they click on a list of available websites. These ads are appropriate for companies having a large volume of products in their website’s inventory. Using Google shopping ads, every click that you are paying for has a higher chance of converting, assuming your target customers have already explored all product offerings on Google Shopping ads.

• Instream Ads

Instream ads are meant to appear in videos on YouTube before the start and in the middle of watching the content. These ads for sponsored content are in the form of full-screen, non-skippable ads or a small sidebar ad. These PPC ads present your brand in a unique way on YouTube search results, YouTube videos, and video partners on Display Network. In addition to YouTube, Facebook has also launched instream ads, in the best slots and natural breaks in video content.Instream ads are meant to appear in videos on YouTube before the start and in the middle of watching the content. These ads for sponsored content are in the form of full-screen, non-skippable ads or a small sidebar ad. These PPC ads present your brand in a unique way on YouTube search results, YouTube videos, and video partners on Display Network. In addition to YouTube, Facebook has also launched instream ads, in the best slots and natural breaks in video content.

• Gmail Sponsored Promotions (GSP)

In order to generate and nurture direct response leads, Gmail sponsored promotions are an effective way. The Internet has enabled us to reach interested leads in more than one place, e.g., with Gmail sponsored promotions, you can land right in their inbox. These ads; which look like any other mail having an “ad” tag with a bold subject line, usually appear in the Promotions tab at the top of a user’s mailbox. Possible prospects can easily see these emails on both desktop and mobile apps. The additional feature in GSP ads is a click-to-call function that allows potential customers to make direct calls and convert at any point of your sales funnel.In order to generate and nurture direct response leads, Gmail sponsored promotions are an effective way. The Internet has enabled us to reach interested leads in more than one place, e.g., with Gmail sponsored promotions, you can land right in their inbox. These ads; which look like any other mail having an “ad” tag with a bold subject line, usually appear in the Promotions tab at the top of a user’s mailbox. Possible prospects can easily see these emails on both desktop and mobile apps. The additional feature in GSP ads is a click-to-call function that allows potential customers to make direct calls and convert at any point of your sales funnel.

• Local Services Ads

It is the most exclusive type of PPC advertising following a pay-per-lead model which means you only pay for clicks that turn into a lead. Local services ads operate differently from traditional Google ads and are meant to be used for particular business niches like:

•    Plumbers
•   HVAC companies
•  Locksmiths
•  Electricians
• Garage door companies

• Amazon PPC Ads

Amazon PPC advertising is increasingly gaining popularity in the landscape of online PPC advertising as a powerful marketing channel. These sponsored ads on Amazon’s key locations not only allow Amazon sellers to generate brand awareness and boost sales but also drive more store visits and profit margins via 3 different ad types: Sponsored Products, Sponsored Brands and Sponsored Display Ads.Amazon PPC advertising is increasingly gaining popularity in the landscape of online PPC advertising as a powerful marketing channel. These sponsored ads on Amazon’s key locations not only allow Amazon sellers to generate brand awareness and boost sales but also drive more store visits and profit margins via 3 different ad types: Sponsored Products, Sponsored Brands and Sponsored Display Ads.

There are roughly 2.05 billion online customers worldwide and this number continues to grow. With more advanced digital marketing platforms and eCommerce channels arising each year, benefiting from PPC advertising is probably the best choice you can make to keep your business afloat and zoom past the competitors. On a concluding note, paid advertising offers various advertisement models and formats you can use to land your targeted audience on a wide range of platforms. Leverage these distinctive advertising options in light of the fact that diverse PPC ad types can help you drive better outcomes.There are roughly 2.05 billion online customers worldwide and this number continues to grow. With more advanced digital marketing platforms and eCommerce channels arising each year, benefiting from PPC advertising is probably the best choice you can make to keep your business afloat and zoom past the competitors. On a concluding note, paid advertising offers various advertisement models and formats you can use to land your targeted audience on a wide range of platforms. Leverage these distinctive advertising options in light of the fact that diverse PPC ad types can help you drive better outcomes.

Alternate Topics:

•  What are the different Advertising Models in PPC
•  Different advertisements applications in PPC
•  Various Ad campaigns in PPC advertising