Types of PPC

Last updated


Daniel Wade


July 28, 2022

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There are various types of PPC(Pay-Per-Click) models that use a bidding system to pay for each ad clicked depending on platforms, keywords, or audience type.

We will touch on the different types of PPC that match your budget and increase conversions on this page. From text ads to remarketing ads down to display ads. Depending on your business needs, every ad has a different version.  

For instance, paid search ads are merely text-based, while display ads are both text and image-based. However, they all have one primary key, to ensure that you get Returns On Ad Spend (ROAS).

Perseverance and working smart are the tricks to building any winning type of PPC campaign. There are various types of PPC that includes paid search, display, remarketing, sequential remarketing, and social media advertising. Their characteristics vary to help create PPC landing pages which satisfy users for conversions.

For higher profits in your business, PPC is for you. Through this, you get to know the profitability from the money you invest in and directly assess the ROAS. Compared to organic traffic, PPC clients are 50 percent more likely to convert.

So, which types of PPC will you dive into for your business?


Table of contents

Types of PPC

Paid Search Advertising

Paid search marketing is also known as a text ad. It is the most common type of PPC ad found on the search result. The Bing Ads and Google ads focus on certain keywords relevant to your business and show them on the Search Engine Result Page (SERP).

With this, you select a relevant keyword to set it up on a text ad campaign and choose a suitable landing page on your site.

For better results:

  • A business should discover and research new keywords
  • You should create and build efficiently organized ad groups
  • Identify negative keywords that could be wasting your ad budget
  • Ensure to improve the ad copy
  • Create compelling and relevant landing pages for your visitors

Note that the keywords used are supposed to be tailored to the landing page. The relevant keywords make it easier for clients' expectations to be fulfilled when they click on that search ad.

Well, we have all come across the PPC search ads that pop up at the top and the bottom, which are spotted on your Google organic results.  Also, Bing has it too. They are identifiable by a little 'ad' logo that shows they are paid content. They appear in text forms without visuals.

Considering this kind of PPC ad, it bypasses organic searches that take a longer time to earn. For great results, conduct research on the relevant keywords in your business niche. After which, you create a targeted campaign that will capture any possible search.

Display advertising

This PPC type has millions of websites that agree to display image, text, and video ads. However, they are shown within website content without utilizing any keyword-based targeting. It focuses more on demographics and audiences.

For instance, a visitor will see a blog that is all about dining tables; although the user doesn't intend to purchase it, the content concerns the dining tables. Probably the visitor might not click on the ad but will at least be aware of the brand.

Unlike the paid search advertising, this ad is typically image-based or delivered in motion graphics that help reach your target audience. However, this platform has a content and size requirement that advertisers comply with to create the visuals.

They are contextually placed on various sites that are selected to attract specific audiences. It's advisable to focus on those people who visit similar websites in your niche.

While setting up a display ad campaign, ensure to incorporate a link to your site. However, these ads have lower clicks than text ads. But very effective in building and creating brand awareness for your business across all the websites in an engaging and visual format.

Display ads make it easy to fine-tune who gets to see your ad and where it is placed. It differs slightly from search ads in that you can select the target market, specific audience, or hand-pick relevant business sites in your niche to display your ad. Through this PPC platform, the Return On Investments (ROIs) heighten.

Social Media Advertising

If you use social media platforms to connect with your client, this type of PPC ad is your go-to digital marketing tool. The primary social media platforms include Facebook, LinkedIn. Instagram and Twitter.  

For a successful PPC campaign, please focus on the right targeting, content, and imagery that are captivating for audiences coming across your ad and clicking on it.  

Then place your PPC ad in their social hangouts or the targeted demographics' newsfeed. In this case, you do not require a huge social media presence. An account is good enough.

Businesses that settle for this PPC opt for social platforms whereby their clients visit the most. Checking on metrics is easy since they will use analytics to understand the sites they frequent a lot. After establishing the platform, the advertisers create an ad depending on the format provided by that particular social media site.

However, the choice of format relies on the kind of campaign that you want to achieve. These types of PPC ads offer advanced targeting. Google Analytics assists in targeting leads precisely to reach a massive audience.

A winning social advertising strategy will boost your brand awareness in an environment that shares your content. You have the authority to share any content you want and promote it to reach a large audience. The ads send your visitors to a lead gen form or landing pages.


Most people will search for specific products and come across your website. However, they get to learn about the items you sell and leave without converting.

Maybe they want to check on other varieties or take their time to think about purchasing your products. They may not select your business instantly. Ignorance should not make you feel unwanted.

You haven't lost the lead yet. It gives you a chance to remarketing ads. The ads draw the clients back via a campaign that enables a business to re-engage its targeted audience. For instance, an audience who searched for baby clothes will come across display ads showing the latest deals on baby clothes.

It is an effective and essential type of PPC that targets users who have previously shown some genuine interest in your brand; they have shown their interest in finding and browsing through your website.

The moment they are remarketed, they get enticed and bounce back to your site. This time, visitors feel convinced and can go ahead and purchase your products.

Ideally, this type of PPC ad is nifty. It gets to show your visitor the exact item they have been searching for on your website. It creates a big room for them to engage and interact with your

brand and reminds them of a valuable product they failed to buy.

The ads will use the cookies on the client's browser for certain ads to appear based on the earlier online search for retargeting.

Sequential Remarketing

Most people forget about this PPC platform. Still, it is in the category of remarketing. Let's show it some prominence.

Here, we still retarget people who have been to your site by making a longer-term ad showing various content as time goes by.

Most businesses use sequential remarketing to tell those visitors stories, try different messaging, targeting diverse sequences, but this will depend on the duration taken since they showed up on your website.

Ever come across a 'we miss you' message after you've been away for a long period from a website and failed to click on previous ads that you saw? Or watched that same business show up on your screen with some new discounts that increasingly get generous the more you ignore them? Then that's sequential remarketing doing its work.

Google shopping ads

This PPC ad is also known as Product Listing Ads (PLA). Those eCommerce businesses are a perfect fit to use google shopping ads. They are more effective and essential PPC campaigns than other options.

This PPC ad involves a product image, price, and other pertinent specifications such as color, size, dimensions, etc. It works after a visitor enters a query via a shopping or search engine. PLAs will show on both Bing and Google.

The advertiser submits the product history to the Google Merchant Center. The shopping ads are then created on Google. The bidding is done on certain feed attributes:

  • Brand
  • Category
  • Condition
  • Item ID
  • Product Type
  • Custom Attributes

Shopping ads don't focus on keywords. Therefore, it's vital to provide accurate information to all products with clear descriptions and titles.

It has an online window shopping that provides a sneak peek of the product and price before a user even clicks on the item. A very effective method that makes every click has a higher potential of converting since the client has already viewed the product and how much it will cost.

The shopping ad is a type of paid ad that can help businesses acquire leads. It appears in a carousel format that allows visitors to see your products and their prices before they can click on the website.

Types of PPC


Daniel Wade

Daniel Wade

After working for multiple digital advertising agencies and managing hundreds of client accounts and spending millions of dollars via Google Ads, Facebook Ads, Native Ads and Direct Media Buying, I took things out on my own and started SparrowBoost. Now, my tight-knit team and I continue to get smarter and more efficient at running our own campaigns and we share our knowledge with you.

Learn more about SparrowBoost