What types of PPC are there?

By Hannah Wakeman

4 April 2016
5 mins read

Pay per click advertising is an invaluable marketing avenue for your business. It offers instant visibility online, and is a must for companies looking for both a quick win and a long term lead generator. Unlike more traditional forms of advertising, PPC allows you to directly assess your return on investment, helping you to understand your profitability from any money you decide to invest. But with so many types of PPC available, it can be tough to determine which is best for your business goals.

cursor-154478_1280Search advertising – AdWords and Bing Ads

We’ve all seen PPC search adverts, although you may not know that’s what they were. The most common type of search ad can be spotted on Google, although Bing has their own too. If you Google something, you will notice them at the top and bottom of the organic results identifiable by their small ‘Ad’ logo. By entering the auction to have your business’s ad show here, you can advertise exactly where people are searching for your products or services. Google ads are curated and organised through the AdWords interface whereby you conduct keyword research and create targeted campaigns to capture all the possible search traffic for your business. This form of PPC advertising is a proven method of returning results, bypassing organic rankings which can take a considerable amount of time to earn.

fb likesSocial advertising – Facebook and LinkedIn

If connecting with customers socially is your preferred way of marketing your goods, social PPC might be for you. You can place your ad in your target demographics’ newsfeed, or in their social hangouts. You don’t even need a large social media presence to have ads running within social media, you simply need an account! You can create ads on most social platforms but the main ones are Facebook advertising, Twitter and LinkedIn. With a successful social advertising strategy, you can increase your brand awareness in a super shareable environment. You never know, your advert may just go viral!


Ever been on a website and then seen their advert pop up somewhere else? You’ve been remarketed to. This is a really effective method of PPC and targets people that have already shown a genuine interest in your company as they’ve already made the effort to find you and browse your website. Seeing your advert again may just be enough to entice them back to your website and convince them to convert or make a purchase. Dynamic remarketing is especially nifty, as it shows the exact product that a visitor on your website has been looking at. This keeps visitors engaged with your brand and keeps them reminded of the product they didn’t end up purchasing.

Display advertising

Display advertising shows your adverts across all Google partner websites, all over the internet. Targeting for display advertising differs slightly in that you pick who sees your adverts. You can select your exact target market or people that have visited similar websites before or you can hand-pick relevant industry websites to show your adverts. This enables you to fine tune who sees your adverts and where they are displayed to get the most out of your investment. By using both image and text ads, you can increase brand awareness for your company all across the web in a visual and engaging format.

iphone-624709_1920Google Shopping

If you have an eCommerce website, a Google Shopping campaign might be a more effective PPC campaign. These often show in a carousel above the Google search results and allows potential customers to see your product and price before they’ve even got to your website. Effectively a window shop front online, Google Shopping adverts provides a sneak peek at the style and price of your products before you’ve paid for the click.This means that every click you are paying for has a higher chance of purchasing a product as they’ve already seen what you have to offer, and can be great for your marketing ROI.

Whatever PPC campaign may be best for your business, they can all be heavily altered and tailored to meet your business objectives and to target your ideal market. If you’d like some help with getting PPC set up or PPC management, get in touch! You can call us on 0117 933 0570 or contact us online.

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