Types of Pay Per Click Advertising

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Pay per click ads can be an excellent way to drive traffic to your website, which in turn will get you more sales on whatever products or services you are offering. In fact, a recent study has shown that for every dollar a business spends on pay per click advertising, they make two dollars. It can be a huge way to make money on your online business, and one that’s pretty easy to do.

But the question is, what kinds of pay per click advertising are out there? Which types are most effective and which ones should you generally stay away from? We’ve compiled a list of different types of PPC advertising for you, so keep reading to learn all you need to know about pay per click ads.

What Are Pay Per Click Advertisements?

Let’s first cover what exactly pay per click ads are. Pay per click ads are advertisements that show up online, targeted toward a certain audience or maybe appearing for certain search results. These ads promote a specific website promotion, product, or service, with a direct link to said site.

What’s unique about PPC advertising is that you’ll only pay for the advertisement when someone clicks on it. For every click the ad receives, you’ll pay a certain set amount. Some platforms are going to be more expensive than others, though, so it’s important to consider all the factors when choosing where you want to advertise.

Now let’s take a closer look at various types of pay per click advertising, their pros and cons, and what you can expect to pay for each of them.

Search Ads

Search ads are one of the best forms of pay per click advertising in terms of traffic generation and revenue. An example of a search ad is Google Ads, offering great exposure with a relatively high cost. So, how do Search Ads work?

Specifically for Google, all you have to do is choose keywords that are tailored to your target audience and then pay to get your ad placed at the top of the ads list during a related search. The links you see first when you run a Google search are often Google Ads, and this can be a great way to generate some traffic to your website.

Make use of some of the more sophisticated features recently added by Google, including Dynamic Search Ads. These ads will automatically be customized based on the content of your website with no need for you to input any keywords. It will generate ads with the best keywords for your demographic on its own.

Another powerful way to get exposure for your website is to utilize the Google Display Network and create a display ad. Some may say that display ads are a thing of the past, but their reach is still undeniable. The ability for these adds to be seen by the most amount of people at once is almost unparalleled, and so remember to try these if you want some extra traffic.

And if the cost of Google Ads is more than you’re wanting to spend right now, you can always try other search engine ads like Bing Ads. As Google’s number one competitor, these can still generate a lot of traffic and are generally much cheaper to maintain.

Display Ads

Another type of PPC ad you can utilize for your online business are display ads, which appear on Google’s partner sites. These ads will typically be an image accompanied by some text, instead of being only an image or only text.

These ads are great for targeting specific audiences, such as those you feel will be most interested in your business and what you have to offer. With display ads, you can set a target market or target people who may be visiting websites similar to yours.

To set up a display ad, you’ll have to set your bid on an ad to determine how much you’ll pay when someone clicks on it. You’ll also need to wait for Google to approve your ad image and copy. You can find their ad image requirements online, which are handy for making sure your ad doesn’t get denied.

After this is done, you’ll pick and choose industry-related websites for your ad to appear on. This will ensure those who are in the market for products you offer will see your ad and will have the chance to choose your product over others.

It’s important to note that while these are typically pay per click ads, most people don’t go out of their way to click on them. Display ads are really best at giving you brand exposure, while gaining the occasional lead of someone who might be interested. This type of ad is great for getting your brand and product out there in the minds of potential customers as they navigate other websites.

Social Ads

Social media ads are one of the most popular types of pay per click advertising. This is a major one, and it’s likely one you’ve already heard of. The vast majority of people today have used social media at one point or another, whether it was to send messages to a friend or family member, to check up on someone else’s life events, or to post about your own.

No matter what people use social media for, it’s nearly impossible not to see an advertisement for something while using a social media platform. This is the power of social media marketing, that with a well-placed ad, you can potentially reach thousands upon thousands of potential customers with a single ad.

Many social media platforms also offer tools for targeting specific demographics, making it even easier to reach your target demographic. For example, with the Facebook leads ad tool, you can quickly and easily populate lead information into an ad to reach a target group. This will make it that much easier to make money on your ecommerce site.

Remarketing Ads

Remarketing ads are aimed at reengaging your past customers, an audience who may have once purchased your products but have not returned since. Or this might apply to those who visit your site but don’t convert. This type of ad is for those who may have waited to make a purchase, whether they needed more time to think about it or if they just forgot about it.

This type of ad will target these people with the aim to get them back to your website and convert. To set one up, you’ll need to use Google’s remarketing code. Also known as a tracking pixel, you can easily add this to your other pay per click ads being run on Google.

The tracking pixel will monitor what people navigate to when on your site, giving you a better idea of what products or services people may be after. Then once they navigate away from your site, they’ll be put into a category based on their activity on your site. You’ll want to set up different categories for different types of customers.

When leads are placed in the appropriate category, they’ll start to see display ads aimed at reengaging them and getting them to return to your website. This may help leads to convert over time and can be an effective marketing strategy.

Instream Ads

Instream ads are advertisements placed before you watch a video, usually on popular streaming sites like YouTube. If you’ve ever had to sit through a commercial before your video starts, that was an instream ad. They can come in a variety of forms, including full-screen, non-skippable, and small sidebar format.

You’ll only pay per click for these types of ads also, and with the amount of people who stream content on a daily basis, this can be a great way to get a huge boost to website traffic and hopefully conversion.

You can also set these up through your Google Ads account by selecting the video option on your account page. From there, you can set up a name for the campaign and place bids. This budgeting will allow you to determine exactly how much you want to spend, which is great if you’re working on a budget.

Once this information is entered, you’ll navigate to the “Networks” page and decide which streaming sites you want your ad to appear on. You’ll then select the target audience and watch as your leads go up!

Final Thoughts

Pay per click advertising is a great way to generate traffic to your website, which in turn will get you more conversions. If you’re looking to make money on your online business today, then take a look at setting up a pay per click ad campaign.

Hopefully the information we’ve outlined above has answered all of your questions about the various types of pay per click advertising you can utilize for your business. For other ecommerce articles and guides, check out our other articles!

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