What Are the Types of PPC Advertising?

Akanksha Chandan
4 min readJan 29, 2024

PPC or Pay-per-click advertising is not a new term in the digital landscape.

It is one of the first advertising models that allowed advertisers to pay only when users click on their ads.

With its effectiveness and ability to deliver measurable ROI, PPC has solidified its role as a core component of online advertising.

In fact, according to research[i], for every $1 invested in PPC, businesses harness an incredible return of $2.

This illustrates the incredible payoff that PPC campaigns can bring to drive exponential growth and unparalleled business success.

However, selecting the right advertising networks such as Google Ads, LinkedIn Ads, etc., is necessary for achieving successful PPC results.

It ensures that ads resonate with the right people, maximizing click-through rates, conversions, and overall ROI.

In this eBook, we’ll debunk how you can navigate and leverage the power of top PPC advertising networks to achieve greater conversion rates and revenue.

Types of PPC Advertising

There are several types of PPC (Pay-Per-Click) ads that businesses can use to reach their target audience across different online platforms. Some of the most common types include:

1. Search Ads

These are text-based ads that appear at the top of search engine results pages (SERPs), usually above organic search results. They are triggered by specific keywords and are highly relevant to the user’s search query. Google Ads is a popular platform for search ads.

2. Display Ads

Display ads are visual advertisements that appear on websites within Google’s Display Network or other ad networks. They can include images, graphics, videos, and interactive elements. Display ads can help create brand awareness and reach a wider audience.

3. Shopping Ads

These ads are primarily used for eCommerce businesses to showcase product images, prices, and details directly in the search results. They are particularly effective for driving traffic to product pages.

4. Video Ads

Video ads are short video clips that appear before, during, or after online video content on platforms like YouTube. They can be skippable or non-skippable and are a powerful way to engage users with visual storytelling.

5. Social Media Ads

These ads appear on social media platforms like Facebook, Instagram, Twitter, and LinkedIn. They can include various ad formats such as image ads, carousel ads, video ads, and story ads. Social media ads allow precise audience targeting based on demographics, interests, and behaviors.

6. Native Ads

Native ads blend seamlessly with the content of the platform they appear on, making them less intrusive and more engaging for users. They can appear in social media feeds, news articles, or within mobile apps.

7. App Install Ads

These ads are designed to encourage users to download and install mobile apps. They appear within app stores, on YouTube, on search engines, or mobile devices and often include a CTA button leading to the app download page.

8. Remarketing Ads

Also known as retargeting ads, they target users who have previously visited your website or interacted with your ads. They aim to re-engage these users and encourage them to take a desired action, such as completing a purchase.

Remarketing occurs on the Google Display Network or Bing paid search network when internet users search. It involves using technology like marketing tags and tracking pixels to deliver highly personalized ads to people who have already visited your website or landing page but have not converted yet.

For more details like:

  • The Key Concepts of PPC
  • Most Popular PPC Advertising Networks
  • Steps to Craft Effective PPC Campaigns for Better ROI
  • Future Trends for PPC Advertising

Download this FREE eBook: Your Ultimate Guide to Navigating Top PPC Advertising Networks



Akanksha Chandan

MBA — Marketing & International Management | Senior Marketing Specialist | Sprouting Interest in Psychology