Search pay-per-click ads are the most popular type of PPC ads. A search ad appears at the top of search engine results pages (SERPs) when a user enters a specific query (keyword or phrase) into a search engine (Google and Microsoft Bing being the most popular). These ads are typically text-based and are designed to be highly relevant to the user’s search.
Advertisers typically pay each time a user clicks on one of their ads (the cost of each click is known as CPC or cost per click. Search ads are the most popular way for businesses to promote their products or services and drive traffic to their websites.
A display ad is a type of ad that appears on websites, apps, and other digital platforms, typically in the form of a banner or other graphical format. Display ads are designed to be visually appealing and can include a variety of media such as images, videos, and interactive elements.
Display ads are often used to raise brand awareness, promote products or services, or drive traffic to a website. Display ads are typically purchased on a cost-per-impression (CPI) or cost-per-thousand-impressions (CPM) basis, meaning that the advertiser pays each time the ad is displayed a certain number of times.
A video ad uses video content to promote your product, service, or brand. These ads can appear on various platforms, including social media (reels or posts), streaming services such as YouTube, and websites. Video ads on YouTube can be pre-roll, mid-roll, or post-roll ads, meaning they can appear before, during or after a video. Video ads can be skippable or non-skippable.
Video ads are usually interactive and have clickable elements such as calls-to-action, links or forms. They are usually purchased on a cost-per-view (CPV) or cost-per-click (CPC) basis, where the advertiser pays each time the ad is viewed or clicked on.
Remarketing is a form of advertising that allows businesses to show ads to users who have previously interacted with their website or mobile app. Remarketing ads are typically shown to users as they browse other websites, or as they use mobile apps, and are designed to remind the user of the business and encourage them to return to the website or app.
Remarketing ads can be delivered in various formats, such as display ads, search ads, video ads, and social media ads. They are usually purchased on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis.
Remarketing campaigns are highly targeted and effective at driving conversions and sales. They work by tracking users’ behavior on a website or mobile app, then using that data to show them targeted ads as they browse other websites or use other apps. This is done by placing a cookie or pixel on the user’s browser or device, which is then used to identify them and serve them relevant ads.
Additional ad types are covered under one of the above categories, but have different characteristics such as the type of business allowed to use it and set up requirements. These include:
