PPC marketing can be effective when used alongside an effective plan and strategy. Therefore, it is crucial that you learn all the aspects of PPC advertisements available and when to utilize them to achieve marketing budget success with PPC ads. Once equipped with this knowledge, selecting campaigns that meet your marketing objectives while creating your PPC strategy plan becomes much more straightforward.
Reputable PPC companies take great care in understanding your company's goals before matching you up with various forms of PPC ads available to meet them. In this article, we explore eight of the most frequently utilized formats.
Which PPC Ad Types Are Available?
Pay-per-click advertising (PPC) refers to online marketers using pay-per-click. Pay-per-click marketers must spend money each time a user clicks one of their advertisements; search engines like Google Ads provide this platform, with advertisers placing bids for relevant keywords so their ad can appear prominently at the top of search engine results pages (SERPs) when users conduct negative keyword searches for those terms. Some of the available PPC ad types are listed below:
1. Search Ads
Paid search ads are one of the most prevalent types of pay-per-click (PPC) advertising and usually form the foundation for PPC experiments. Advertisers select long-tail keywords they would like included on their advert and enter an amount they are willing to pay Google Ads in case it gets clicked, as well as what ad copy they wish will show up when someone searches their term.
PPC search advertising utilizes an auction method to establish the price and order of sponsored content displayed on pages, taking into consideration quality factors and bidding amounts throughout.
Microsoft Advertising's Paid Search Ads on the Bing search engine offer another solution, as significantly fewer searches are performed there than on Google (Bing held a 2.55% market share as of March 2020 vs 91.98% for Google); additionally, Bing often charges lower click-through average cost per acquisition, which provide valuable extra traffic to Google Ads campaigns.
2. Display Ads
Display ads are another form of paid online advertising that showcases products or services directly to Internet users as they surf. Unlike PPC search advertising, display advertising shows up when people indicate interest. Search campaigns are only seen when people are actively looking for them (i.e. when conducting searches); with display advertising, this changes: only user intent who indicate interest actually see your ad(s).
PPC search advertising typically boasts a higher conversion rate than display advertising; however, click advertising costs tend to be far less in display advertising campaigns compared to PPC responsive search ads. Google claims that over 90% of Internet users reach 2 million sites via its Google Display Network, which helps raise brand recognition for advertisers via responsive display ads.
Display advertising can help raise awareness for an otherwise unknown product or service. Many marketers turn to Google Display Network (GDN) ads due to their ease of creation directly through the types of Ads interface, but other advertising platforms also exist which enable this type of promotion.
3. Remarketing Ads
Ads shown to website visitors who have already visited your business via retargeting campaigns can be highly profitable PPC efforts as the user has already expressed an interest. Retargeting campaigns are often employed to upsell or cross-sell more products to existing client bases or lure those on the verge of conversion back into the sales funnel. A Google Remarketing Campaign can also help build and target specific audience lists such as:
- Every prior user
- User Acquisition from Website
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- Viewed the YouTube videos of business.
- Cart deserters
- remained on site for longer than x seconds without making a conversion attempt
Users browsing websites in the Google Display Network often see image or video advertisements during remarketing campaigns using Google Ads as part of a remarketing campaign using this platform. However, other remarketing options such as LinkedIn, Facebook or Instagram may be used instead for paid remarketing ads.
Google Ads allows advertisers to run two Remarketing Display Campaigns: dynamic and standard. In a standard remarketing campaign, consumers will only see generic display bumper ads; with Dynamic Remarketing campaigns, they see images related directly to products viewed during a visit to your website.
4. Video Ads
Video ads have become an increasingly influential aspect of digital marketing strategies and an indispensable element. More than 8 out of 10 organizations utilize videos in their campaigns; 92% consider video essential. Online videos are expected to account for over 84% of consumer traffic by 2022 - this makes sponsored video ads the way to go when trying to reach unfollowers of your brand or those unaware of its existence.
YouTube provides the ideal environment for quickly building an audience. Every month, two billion people access it! Plus, Google Ads is already used by many advertisers who utilize PPC advertising strategies like this one. It makes starting advertising easy, as Google can display paid video ads directly onto YouTube through your account.
Related Article- Maximize ROI: Are You Embracing The Latest PPC Trends For A 20% Boost?
5. Shopping Ads
A Shopping Campaign works similarly to search campaigns by placing advertisements on search engines and providing users with images and pricing of goods before purchasing them - unlike Search ads, which list prices or titles/descriptions. E-commerce companies that sell physical products instead of services could benefit significantly from developing shopping campaigns through Pay Click advertising efforts; users become far more knowledgeable before clicking and taking your money!
Shopping campaign conversion rates tend to significantly outstrip search ad conversion rates, giving businesses that already have feeds set up the advantage of free Google Shopping traffic and paid Shopping traffic—with access provided exclusively on Google Surfaces such as Lens, Images, and the Shopping tab.
6. Paid Social Ads
Paid social media ads (PPC ads) are showing ads to users. At the same time, they navigate social media platforms, typically Facebook, Instagram, Twitter, LinkedIn, Snapchat, Quora or Tick Tock are famous examples of PPC advertising networks available to marketers, with Instagram PPC advertising often occurring through Facebook PPC advertising area due to Facebook owning it and offering advertisers easy ways of expanding the reach of their Facebook ads by simply including it as another placement in their campaign.
Paid social media offers multiple Pay-per-click advertising programs. You can target new potential consumers with prospecting campaigns on one paid social platform or target existing ones through remarketing ads on another. Furthermore, various ad formats and sizes are offered through multiple paid social networks, making picture and video advertisements possible on many paid social marketing efforts websites.
7. Gmail Sponsored Ads
With Gmail Sponsored Ads, companies may advertise on Gmail. Advertisers who already run Google Search, Shopping or Display campaigns can quickly expand into Gmail-sponsored advertising by setting it up within Google Ads. Using these advertisements gives Gmail users access to an ad resembling regular emails - when clicked upon, they take you directly to a larger version!
Gmail ads can be an effective way to build top-of-funnel traffic and raise brand recognition, so to measure how successful Gmail advertisements are, you can add these three metrics from Gmail directly into Google Ads successful campaign data:
- Gmail Saves: This indicator indicates how many individuals have saved your message so you can read it later.
- Gmail Forwards: An advantage of Gmail campaigns is their recipients can forward your advertisement directly to other individuals they think may find it interesting, providing another viewpoint and increasing brand recognition. You can track this progress under the Gmail Forwards column.
- Clicks from Gmail to Website: When an advertiser clicks your ad through Gmail, it enlarges to provide more information to the user experience and registers as one click; should the person then click again, they'll be directed back to your website if clicked again - in Gmail Clicks To Website column you can track how many expanded your ad then clicked through to it later!
8. Amazon Advertising
With an average daily visitor volume of 206 million visitors and offering 12 million things for sale online, Amazon stands out among competitors as an exceptional site for traffic volumes and brand recognition. Google was their preferred internet shopping portal in 2016, so any e-commerce company looking to drive growth should pay attention to Amazon ads!
As an Amazon seller, getting your items seen may be challenging, given all the other sellers there. To help businesses compete more easily with other sellers on Amazon's marketplace, Amazon Advertising allows businesses to adopt a pay-per-click strategy, with three types of campaigns typically being available-
- Promoted Product Ads: Show advertisements when users search using the keyword list you specify; these will appear within search term results when someone makes their organic search query using one of your terms.
- Headline Top-of-Page Ads: Advertise. When someone searches using one of your keyword match types, your advertisement will show up.
- Product Display Advertising: As with shopping campaign goals, use images of actual goods in product display advertising to show consumers.
Conclusion
PPC advertising comes in many different formats and platforms; in this blog post, we discussed eight of the most frequently utilized formats. While most PPC advertisers begin their journey using Google Ads search ads as their starting point, other ads may offer potential options as well—testing several can lead to finding what will work best for your company!
Understanding the formulas paid-per-click managers use to manage daily budget forecasting and bid optimization will assist in running an efficient paid search campaign type. Ads for PPC Search volumes may appear above and below listings; you can recognize them by the "Ad" message in their top left corner. Most paid search advertising prefers Google Ads, as they enable advertisers to expand their presence online using this search engine platform.
