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Online Paid Advertising Toronto - What are the types, and how do you get it set-up and running

Updated: Oct 24, 2023

If you are an entrepreneur looking for online paid advertising Toronto, and want to use your website to drive your business and call-to-actions, you may want to run a paid advertisement as a quick, easy means of running a promotion to target and reach your buyer personas. Perhaps at the current moment your website is not SEO optimized, or you don't have the resources to get yourself out there. Or it could be that you have product that is launching soon and you want to drive a campaign leading up to the event. Then you may want to consider Paid Online Advertising.

Search Engines

With Google taking most of market share as the primary marketplace, most online paid advertising is focused on Google using Google Ads. But keep in mind that there are a number of search engines out there.

1. Google

2. Bing

3. Yahoo

4. Baidu

5. AOL

7. Excite

10. Yandex

What are the Types of Google Adwords Advertising

Paid online advertising encompasses a wide range of advertising methods and platforms that allow businesses to promote their products or services on the Internet. Here are some of the most common types of paid online advertising:

  1. Search Engine Advertising:

    • Pay-Per-Click (PPC): In PPC advertising, advertisers bid on specific keywords, and their ads appear at the top of search engine results pages (e.g., Google Ads). Text based ads that you usually see on the Search Engine Results Page. Where you would want to pick keywords to meet internet users at the point of their query. For example if you are selling handheld battery fans for the summer, you would want to advertise on the Search Engine Results Page where those searching for those fans land on. So they click onto your website, or to call to action set in your Adwords advertising campaign.

  • Shopping Ads: These display product listings with images, prices, and links to online stores. They are commonly used in e-commerce.

Content writing services Online Advertisement
Online Paid Advertising and Content Writing Services

2. Display advertising

  • Banner Ads: These are image or multimedia ads displayed on websites. They come in various sizes and formats and are often used for brand awareness.

  • Native Ads: Native ads blend seamlessly with the content on a website, making them less intrusive and more engaging.

  • Video Ads: Video ads, commonly seen on YouTube and other video platforms, play before, during, or after online videos.

  • Interstitial Ads: These are full-screen ads that appear between content pages or during app usage.

Toyota Rav4 Visual based banner
Visual based banner

An Advertorial that looks like a real editorial, an example of how WUNDERBOOM can help your business
Advertorial worked into Native Advertising

3. Video advertising

  • Areas where your video ads can run, for example on Google Videos and Youtube.

Video advertising
Video advertising

Youtube videos
Youtube videos

4. Social Media Advertising:

  • Facebook Ads: These ads appear in the Facebook News Feed, Instagram, Messenger, and the Audience Network.

  • Twitter Ads: Promoted tweets and accounts help increase visibility on Twitter.

  • LinkedIn Ads: Targeted at professionals, LinkedIn ads include sponsored content, sponsored InMail, and display ads.

  • Instagram Ads: Sponsored posts and stories on Instagram can reach a wide audience.

  • Pinterest Ads: Promoted pins help e-commerce and lifestyle brands reach Pinterest users.

5. Content Marketing and Native Advertising:

  • Sponsored articles or content on websites or within content discovery platforms like Outbrain and Taboola.

6. Email Marketing:

  • Promotions and advertisements sent to a targeted email list.

7. Affiliate Marketing:

  • Advertisers pay a commission to affiliates (publishers or partners) for driving traffic or sales to their websites.

8. In-App Advertising:

  • Ads displayed within mobile applications. This includes banner ads, interstitials, rewarded video ads, and native ads.

9. Remarketing or Retargeting:

  • Targeting users who have previously visited your website or interacted with your content. It's an effective way to re-engage potential customers.

10. Programmatic Advertising:

  • Automated buying of online ads using real-time bidding and AI algorithms to target specific audiences.

11. Sponsored Content on Social Media:

  • Collaborating with influencers or celebrities to promote products or services through their social media accounts.

12. Amazon Advertising:

  • Advertising products on Amazon through sponsored product listings, headline search ads, and display ads.

13. App Install Ads:

  • Ads that encourage users to download and install mobile apps. Common on platforms like Facebook and Google.

14. Pay-Per-View (PPV) or Cost-Per-View (CPV) Advertising:

  • Used for video content, where advertisers pay for each view of their video.

15. Sponsored or Branded Content: Advertisers pay for the creation of content that is relevant to their brand but not overtly promotional. This content is typically published on blogs or social media.

16. Geotargeted Advertising: Targeting ads to specific geographic locations, which is useful for local businesses.

17. Influencer Marketing: Collaborating with influencers who have a significant online following to promote products or services.

18. Audio Advertising: Ads played on streaming music services and podcasts, often in the form of audio spots or sponsorships.

19. In-Game Advertising: Placing ads within video games, including display banners, branded objects, or integrated ads.

Businesses often use a combination of these advertising methods to reach their target audience and achieve their marketing goals. The choice of advertising type depends on the target audience, campaign objectives, and budget

What Online Paid Advertising Toronto Adwords Campaign Type is right for me?

After evaluation based on your business objectives, buyer personas, and other relevant business related metrics and marketing KPIs, decide on which type is best for you.

But the easiest to start with of course would be the text based PPC.

What Factors Determine Priority of Ad Placement?

  1. $ Bid Amount

  2. Quality Score

    • this is a score given to advertisers, including yourself if you run ads for your websites. Factors include:

      • click-through rate

      • landing page

      • historical performance

      • various relevancy factors

      • ad relevancy

      • keyword relevancy

      • How to improve your Quality Score: keyword selection, relevance of keyword, ad copy and landing page, landing page quality, remove poorly performing keywords.

3. Ad Extensions

  • You can add extensions to your ads, for example in PPC, you can embed relevant link extensions to the call-to-action.

Extensions to ads during your PPC campaign
Extensions to ads during your PPC campaign
  • How Extensions Work by Google

Practice with your PPC Online Advertisement Tool

The best way to familiarize yourself is to practice and see how it will look like, then you will get a better hang of it. Use this tool to practice to build your PPC ad, including other functionalities like and adding User Reviews. Nike PPC ad sample below with User Review and Site Link Google ads extension

Nike PPC campaign advertisement
Nike PPC campaign ad


  • Types of paid online advertising

  • choose which suits you best

  • practice, run and test the market, and see which brings the best business results for you, and reaches out effectively to your buyer personas

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