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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.

1. Google

2. Bing

3. Yahoo

4. Baidu

5. AOL


7. Excite

8. DuckDuckGo

9. Wolfram Alpha

10. Yandex

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.

How to set up a Display Ad Campaign

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?

  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.

  • 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.

What is your Online Marketing Strategy?

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