paid ads

Explaining 3 Different Types of Paid Ads

Paid advertising is online advertising that, well, you pay for. In contrast to other types of advertising, such as branding on your website or social media strategies, paid advertising has become increasingly popular because of how well it works.

This study shows that paid advertising plans can boost a company’s page views on Yelp by as much as 25%. So, for small and large businesses alike, paid advertising is the way to go.

There are three fundamental ways that a business can reach its audience through paid ads, each of which has its own pros and cons.

Pay-Per-Click

The first type of paid advert is pay-per-click (PPC). One of the best options for targeted ads; your company pays for each time someone clicks on your ad rather than for just general visibility. If a user searches keywords relevant to your content or products, your ad will pop up.

Paying for the ad to be a sponsored ad on Google is another way to optimise visibility. Your ad will appear at the top of the search page and bypass other search results. This costs a little more, but optimised visibility is a fantastic way of reaching your target audience.

With PPC, you can also use data collection software to gather information about who clicks on your ad to understand your audience better. By understanding who they are, you’ll be able to run more effective targeted ads.

Pay-Per-Impression

Pay-per-impression (PPI) is like PPC, but you pay a fixed rate per thousand impressions. This doesn’t mean that one thousand users will click on your ad; it refers to the targeting function which allows your ad to be seen. The charge is fixed to how many times your ad is shown, which is guaranteed to be a thousand, though that doesn’t guarantee your ad will be clicked at all.

PPI ads can become a little stagnant as an advertising campaign can’t be changed mid-flow, and this might hinder your ability to adapt to your audience’s needs and can also get in the way of market research. If you plan to run a PPI ad, make sure it is relevant enough to withstand the campaign length before it’s sent out. 

PPI could be a better option for seasoned businesses that already know their clientele and have a developed brand identity. An ad, though always sales-driven, can also work to keep your audience up to date with what you’re offering. Though it may not gather immediate interest in terms of a click, it could bring someone back to your website or social media platforms later.

Display Ads

Display ads are banners that pop up on a webpage when a user is surfing the net. They are essentially digital billboards, and like traditional billboards, they come in many different shapes and forms.

Many display ads use video and sound to try and grab the user’s attention. Others are static images, and some use only text, and they might have different pricing options, depending on the provider.

Some businesses prefer this option because it’s slightly cheaper. However, some users find them annoying and intrusive and may use ad-blocking software to limit visibility.

A vital part of setting up a business is an engaging advertising campaign. One ad type won’t fit all, and it’s important to find a strategy that works for your business to boost your visibility. Paid ads are one of the best options to get your business in front of as many people as possible and can have a hugely positive impact on your sales and statistics. 

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