Tag: types of paid advertising

Pay-per-click (PPC) advertising is a powerful means for businesses to grow online, generate traffic, and generate leads. If you are a new business or a well-established business, PPC campaigns are flexible, focused ads with measurable outcomes. 

However, to give the best possible results, you need to be acquainted with different categories of PPC ad campaigns and how they are going to drive your business forward. Let’s discuss various categories of PPC ads and how they’re going to add to your business growth.

Explore the Different Types of PPC Ads to Boost Your Business Growth

Learn the strength of Pay-Per-Click (PPC) advertising and how every ad format can assist you in reaching the right audience, generating traffic, and making conversions. From search ads to social campaigns, learn what PPC approach is best suited for your business.

1. Search Ads

Search ads are the most popular type of PPC ad. They show up on search engine results pages (SERPs) when a user searches for specific keywords. 

For instance, if a person types “best shoes to run in” in Google, they can see search ads for running shoes. Search ads work exceptionally well since they show up in front of users who are looking for specific products or services.

Benefits of Search Ads for Beginners:

• High-intent traffic: They’re intentionally looking for something, so they’re likely to buy or inquire.
• Targeting options: You can set certain demographics, like devices, places, and even days.
• Customizable extensions: You can include phone numbers, map addresses, or other links to differentiate your ad.

Advanced Tip:

Watch out for keyword match types for more specific ads. As an example, exact match keywords are when the ad is just shown when the user is searching precisely through the same word search term, but a broad match can show your ad for related words. Test negative keywords for negative targeting to avoid displaying your ad for unwanted products.

2. Display Ads

Display ads show up on billions of websites, apps, and social sites, including Google’s Display Network (GDN). They’re usually image- or video-based and work well for building awareness or retargeting users who’ve visited your brand previously.

Benefits of Display Ads for Beginners:

• Broad reach: Display ads can reach a massive number of people on various channels, making your brand more visible.
• Remarketing options: You can retarget past visitors to your site to improve conversion prospects.
• Creative formats: You can use images, movies, and interactive posts to involve users graphically.

Advanced Tip:

Amplify audience targeting to utilize custom intent audiences, wherein you can target purchase-intent users by searching using comparable keywords. You may also experiment with view-through conversion tracking to discover how many users viewed your advertisement but did not click on it and converted.

3. Shopping Ads

Shopping ads are best for eCommerce companies. Shopping ads display product images, prices, and company names on search result pages, and are highly visual and consumer-engaging.

Benefits of Shopping Ads for Beginners:

• Instant product visibility: The advertisements include images and prices so that potential customers can make a split-second decision to click or not.
• High conversion rate:  They tend to create higher click-through rates since the product is revealed within the ad.
• Direct sales: They are perfect for companies that would like to have direct sales of their products.

Advanced Tip:

Make sure your Google Merchant Center feed is highly optimized with fresh product data. Monitor performance metrics like CTR (click-through rate) and ROAS (return on ad spend) occasionally, and establish product bids to attain the utmost profitability.

4. Social Media Ads

Social media PPC advertising is done on channels such as Facebook, Instagram, LinkedIn, Twitter, and TikTok. They enable businesses to target specific audiences based on interest, demographics, and behavior.

Benefits of Social Media Ads for Beginners:

• Targeting options:  You can target targeted groups of audiences based on interest, age, geolocation, and behavior.
• Variety of ad formats: Social media websites have different kinds of ads, such as carousel ads, video ads, and story ads.
• Brand engagement: These ads allow you to connect with your audience more interactively and personally.

Advanced Tip:

Take advantage of lookalike audiences on platforms such as Facebook to acquire new customers who are similar to your high-performing ones. Experiment with your creative strategies to optimize engagement metrics such as likes, shares, and comments to create social proof.

5. Video Ads

Video ads are gaining popularity, particularly on sites like YouTube, Facebook, and Instagram. Video ads offer visual storytelling in addition to a message, which is highly engaging for the users.

Benefits of Video Ads for Beginners:

• Higher engagement: Video ads receive more engagement than image or text ads since they interact with the users.
• Mobile-friendly: You can optimize videos for mobile, and that makes them perfect for engaging mobile users on the go.
• Effective for brand storytelling: Videos enable you to narrate your brand story more engagingly and intimately.

Advanced Tip:

Retargeting through video ads can be used to reach users who engage with previous video content. A/B also tests alternative video lengths and types to see what works best on CTR and engagement.

6. Remarketing Ads

Remarketing ads are for individuals who have visited your website but didn’t perform a specific action (e.g., buy). Remarketing ads warm up leads and nudge them to convert.

Benefits of Remarketing Ads for Beginners:

• Target warm leads: As customers have already expressed interest in your product, remarketing is more likely to convert.
• Cost-effective: Remarketing is mostly less expensive compared to getting new customers because you’re advertising to people who are familiar with your brand.
• Increased brand recall: Your customers will remember your brand, and this can help in building trust.

Advanced Tip:

Use dynamic remarketing to display to users what they have looked at on your website. Use frequency capping so that users are not bombarded with too many ads, thereby not subjecting them to ad fatigue.

Conclusion

PPC advertising provides businesses with several channels through which they can increase their base, build leads, and push sales. Irrespective of whether you are in need of direct conversions in search ads or brand awareness through video and display ads, the kind of PPC campaign makes a difference.

Using these types of paid advertising tactically, businesses can push their ROI to its limits and build sustainable growth. If you are a business looking to take your marketing campaign forward, Eco York is here to assist you in the realm of PPC and reap worthy results. Contact us today and ignite your online marketing campaigns.