Online Paid Advertising - What are the 3 types, and how do you get it set-up and running
Updated: Sep 23
If you are an entrepreneur, 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 Engine Advertising
With Google taking most of market share as the primary marketplace, most online paid advertising is focused on Google using Adwords. But keep in mind that there is a number of search engines out there.
What are the 3 Types of Google Adwords Advertising
There are 3 primary types of google paid advertising
1. PPC - Paid Per Click advertising
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.
2. Display advertising
Visual based banner, or even advertorial worked into Native Advertising.
3. Video advertising
What 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 Determines Priority of Ad Placement?
$ Bid Amount
this is a score given to advertisers, including yourself if you run ads for your websites. Factors include:
various relevancy factors
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.
How Extensions Work by Google
Practice Building 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 Site Links and adding User Reviews. Nike PPC ad sample below with User Review and Site Link Adword extension
3 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.