The Different Types Of PPC Ads

Pay-per-click advertising offers more options than most people realize. Beyond search ads, entire networks exist to put your business in front of the right people. At SmartSites, we help businesses navigate these options through pay-per-click advertising that delivers results. 

Here are the main types of PPC ads you should know.

Search Ads

Search ads appear above or below organic results when someone searches keywords you bid on. You pay only when someone clicks. These work best for capturing people already looking for what you sell.

Display Ads

Display ads are banner ads across the internet. They show images and text to people browsing related content. These cost less per click and build brand awareness. The Google Display Network reaches over 90% of internet users.

Remarketing Ads

Remarketing shows ads to people who visited your site but left without buying. Your ad follows them online, reminding them of what they nearly purchased. These convert exceptionally well.

Video Ads

Video ads run on YouTube before or during the content people watch. Advertisers typically pay when a viewer watches at least 30 seconds or clicks on the ad. By showing your product in action, video helps build a stronger connection with your audience. With over 2 billion monthly users, YouTube offers a vast platform to reach potential customers.

Shopping Ads

Shopping ads appear in search with a product image, price, and store name. Users see exactly what they get before clicking. For e-commerce, these are gold. Conversion rates often exceed standard search ads.

A professional web design ensures your product pages convert those clicks into sales.

Paid Social Ads

Facebook, Instagram, and LinkedIn offer PPC options based on demographics and interests. Facebook’s targeting is powerful. Instagram suits visual products. LinkedIn targets professionals by job title.

Gmail Sponsored Ads

Gmail ads appear in the promotions tab. They look like regular emails. When clicked, they expand to show more information and a link to your site. They feel less intrusive than banners.

App Ads

App ads promote mobile applications across Google’s networks. They appear in search, on YouTube, within other apps, and in the Play Store. Users can download directly from the ad.

Local Services Ads

Local services ads appear at the very top for local queries. They show your business name, phone number, and reviews. You pay per lead, not per click. For home services and healthcare, this works beautifully.

Promoting these through social media marketing amplifies their reach.

Choosing the Right Types

Your goals determine which types you need. Search ads capture intent. Display builds awareness. Remarketing closes nearly-converted leads. Video tells your story. Shopping showcases products.

Most successful campaigns combine multiple types. A user might see a display ad, later search your brand, then receive a remarketing ad before converting. Each plays a role.

The Different Types of PPC Ads Summarized

Understanding the types of PPC ads available helps you match strategy to goal. Search ads target high intent. Display ads build awareness at a low cost. Remarketing recovers lost visitors. Video ads tell stories. Shopping ads showcase products visually. Paid social reaches by interest. Each serves a purpose.

Following up with email & SMS marketing nurtures leads captured through these campaigns. The smartest first step is a conversation about which mix fits your business.

Get Started on Your PPC Campaign Today

The different types of PPC ads offer flexibility to reach customers at every stage. The key is matching the right type to your audience. Discover how SmartSites’ PPC types and strategies can help you reach more customers and grow your revenue.