Pay-per-click (PPC) advertising is a powerful tool in the digital marketing arsenal, allowing businesses to reach their target audience effectively and efficiently. PPC ads come in various formats, each designed to serve specific purposes and cater to different platforms. Understanding these different types of PPC ads is crucial for crafting a successful online advertising strategy that maximises your return on investment.
At Gorilla Marketing, we specialise in creating tailored PPC campaigns that deliver results for businesses across the UK. Our team of experts has extensive experience in utilising various PPC ad formats to help our clients achieve their marketing goals. In this comprehensive guide, we’ll explore the different types of PPC ads available, their unique features, and how they can benefit your business.
What Are Search Ads?
Search ads are perhaps the most well-known type of PPC advertising. These text-based advertisements appear at the top and bottom of search engine results pages (SERPs) when users search for specific keywords or phrases.
How Do Search Ads Work?
- Advertisers bid on keywords relevant to their business.
- When a user searches for those keywords, the search engine conducts an auction.
- The winning ads are displayed based on factors such as bid amount and quality score.
- Advertisers only pay when a user clicks on their ad.
Search ads are particularly effective for businesses looking to capture users with high purchase intent. They allow you to target potential customers actively searching for products or services similar to yours.
Key Components of Search Ads:
- Headline: Typically consists of 2-3 short, attention-grabbing lines
- Description: Provides more details about your offer or unique selling points
- Display URL: Shows the website address users will visit
- Ad extensions: Additional information such as phone numbers, location, or site links
Display Ads: Visual Marketing at Its Finest
Display ads are visual advertisements that appear on websites, apps, and social media platforms within the Google Display Network or other advertising networks. These ads can include images, videos, or interactive elements, making them ideal for building brand awareness and reaching users while they browse content online.
Types of Display Ads:
- Banner Ads: Static or animated images in various sizes
- Responsive Ads: Automatically adjust their size and format to fit available ad spaces
- Video Ads: Short video clips that play before, during, or after other video content
- Rich Media Ads: Interactive ads that may expand, float, or peel down when users engage with them
Display ads are excellent for retargeting campaigns, allowing you to show ads to users who have previously visited your website or interacted with your brand.
Shopping Ads: Showcasing Your Products
Shopping ads, also known as Product Listing Ads (PLAs), are designed specifically for e-commerce businesses. These ads display product images, prices, and other relevant information directly in search results or on shopping comparison sites.
Benefits of Shopping Ads:
- Visually appealing format that showcases your products
- Provides essential information to potential customers upfront
- Targets users with high purchase intent
- Can appear in both Google Search and Google Shopping results
To run shopping ads, you’ll need to set up a Google Merchant Center account and create a product feed that includes details about your items.
What Are Social Media PPC Ads?
Social media platforms offer their own PPC advertising options, allowing businesses to reach users based on demographics, interests, and behaviours. These ads appear in users’ social media feeds, stories, or sidebars, depending on the platform and ad format chosen.
Popular Social Media PPC Platforms:
- Facebook Ads
- Instagram Ads
- LinkedIn Ads
- Twitter Ads
- Pinterest Ads
Each platform offers unique targeting options and ad formats, making social media PPC ads versatile for various marketing objectives, from brand awareness to lead generation and sales.
Remarketing Ads: Bringing Users Back
Remarketing (or retargeting) ads target users who have previously interacted with your website or app. These ads can appear on various platforms, including search results, display networks, and social media.
How Remarketing Ads Work:
- A user visits your website or interacts with your brand.
- A cookie is placed on their browser.
- As they browse other websites or platforms, your ads are shown to remind them of your products or services.
Remarketing ads are highly effective for reducing cart abandonment, encouraging repeat purchases, and nurturing leads through the sales funnel.
Video Ads: Engaging Your Audience
Video ads have become increasingly popular due to their engaging nature and ability to convey complex messages quickly. These ads can appear on platforms like YouTube, social media sites, and within other video content across the web.
Types of Video Ads:
- In-stream ads: Play before, during, or after other video content
- Discovery ads: Appear in YouTube search results or as recommended videos
- Bumper ads: Short, non-skippable ads (usually 6 seconds)
- Outstream ads: Appear on partner websites and apps outside of YouTube
Video ads are excellent for storytelling, product demonstrations, and building emotional connections with your audience.
App Install Ads: Boosting Your Mobile Presence
For businesses with mobile apps, app install ads are designed to encourage users to download and install your application. These ads can appear in search results, on other apps, or within app stores.
Key Features of App Install Ads:
- Direct link to your app’s store listing
- Preview of app features or functionality
- User ratings and review information
- One-click installation process
App install ads are crucial for increasing your app’s visibility and user base in the competitive mobile app market.
Local Services Ads: Connecting with Nearby Customers
Local Services Ads are designed for businesses that provide services in specific geographic areas. These ads appear at the top of search results when users search for local services, such as plumbers, electricians, or lawyers.
Unique Aspects of Local Services Ads:
- Google-screened or Google-guaranteed badge for eligible businesses
- Direct booking or contact options
- Customer reviews and ratings
- Pay-per-lead pricing model instead of pay-per-click
These ads are particularly effective for service-based businesses looking to attract local customers and build trust through Google’s verification process.
How to Choose the Right PPC Ad Types for Your Business
Selecting the most appropriate PPC ad types for your business depends on various factors, including your marketing objectives, target audience, and budget. Here’s a quick guide to help you make informed decisions:
| Ad Type | Best For | Key Considerations |
| Search Ads | Capturing high-intent users | Keyword research and ad copy optimisation |
| Display Ads | Brand awareness and retargeting | Visual appeal and audience targeting |
| Shopping Ads | E-commerce businesses | Product feed optimisation and competitive pricing |
| Social Media Ads | Targeted audience engagement | Platform selection and creative content |
| Remarketing Ads | Re-engaging past visitors | Segmentation and personalised messaging |
| Video Ads | Storytelling and product demos | Production quality and audience retention |
| App Install Ads | Mobile app promotion | App store optimisation and user acquisition costs |
| Local Services Ads | Service-based local businesses | Service area definition and reputation management |
Maximising Your PPC Success with Gorilla Marketing
Understanding the different types of PPC ads is just the first step in creating a successful online advertising strategy. At Gorilla Marketing, we specialise in crafting bespoke PPC campaigns that leverage the most effective ad types for your specific business needs and goals.
Our team of search marketing experts can help you:
- Identify the most suitable PPC ad types for your business
- Develop compelling ad creatives and copy
- Implement advanced targeting strategies
- Continuously optimise your campaigns for maximum ROI
Whether you’re looking to drive more traffic to your website, increase sales, or boost brand awareness, we have the expertise to help you achieve your objectives through strategic PPC advertising.
Ready to Elevate Your PPC Performance?
PPC advertising offers a wealth of opportunities for businesses of all sizes to reach their target audience effectively. By understanding and utilising the various types of PPC ads available, you can create a comprehensive digital marketing strategy that drives results.
If you’re ready to take your PPC campaigns to the next level, contact Gorilla Marketing today. Our team of PPC specialists is here to help you unlock the full potential of pay-per-click advertising and achieve your business goals.
