Traffic from PPC adverts convert 50% better than organic traffic. As one of the most efficient and effective tools in marketing, PPC is a great way to boost your visibility in the SERPs, deliver highly relevant ads to the right people, and increase your revenue.
When you’re setting up your paid advertising model, there are a few things you need to decide on. This includes choosing the right PPC platform, defining your target audience, and selecting an ad format that not only aligns with your brand and target audience, but also with the goals of the business.
Understanding ad formats and why you might use each one is crucial for success in PPC. Here's the low down on each type of PPC ad so you can make a more informed decision.
Search ads are one of the most commonly used paid advertising formats. They are text-based ads which typically appear on the top or bottom of search engine results pages (SERPs) and are triggered by specific keywords.
They’re incredibly popular thanks to their immediate visibility, high intent, and precise targeting.
If you’re looking to attract customers who are actively searching for your products or services, you have a good idea of what keywords your target audience are using, and have a clear offering, then Search ads are a good option for you.
Display ads are more visually appealing and aim to capture the attention of potential customers as they browse content on a third-party website. They can appear in numerous forms, including banners and rich media.
Display ads are particularly good at building brand awareness, reaching a vast audience, and being more engaging and memorable.
Display ads are best suited to businesses whose primary goal is to increase brand awareness or introduce a new product or service. It’s also beneficial to those looking to keep their brand visible to users who aren’t actively searching at that moment.
Mostly seen on Google Shopping feeds, shopping ads are product-specific adverts. They typically display an image and aim to give users a clear idea of what the product is.
Thanks to their high conversion rates and prominent placements (usually above both organic results and search ads), they’re perfect for those selling physical products looking to drive sales by putting your products directly in front of interested shoppers.
As the name suggests, these ads are in video format and play before, during, or after video content on various platforms like YouTube, as well as social media feeds.
Video ads are a great option as they’re incredibly engaging, provide users with information in a memorable format, and provide the opportunity to reach millions of people.
If you have a product or service that benefits from visual explanation or you want to create a strong, emotional connection with your audience, video ads are the way to go.
However, it's important to bear in mind that video content needs to be high-quality and well put together. Because of this, they can cost more to produce, so if your budget is particularly low, these ads may not be suitable.
Social media ads are displayed across social media platforms such as Instagram and LinkedIn, and can appear in numerous formats, including images, videos, carousels, and even lead generation forms.
They’re a great option because they're highly versatile, blend seamlessly into the feeds of users (making them feel less like an ad), encourage interaction with your brand, and drive both awareness and direct conversions.
Because of their significant user base and ability to target even the most niche of audiences, they’re an appropriate choice for almost every business looking to drive brand awareness and direct sales. However, they are more suited to B2C than B2B businesses.
Also known as remarketing, retargeting ads are a form of paid advertising that targets users who have previously interacted with your website but haven’t converted. They appear in front of your users, reminding them of you and encouraging them to take action.
Since they appear in front of users who are already aware of your brand and have expressed some interest, their conversion rates are typically higher than other forms of ads. This means you’re more likely to see an increase in ROI and have a lower cost-per-conversion compared to other ads that target new audiences.
These types of ads can be utilised by almost any business in any industry, but are less suited if your primary goal is to build brand awareness.
Appearing on Amazon Marketplace, Amazon ads typically include Sponsored Products, Sponsored Brands, and Sponsored Display ads. They’re great because you’re putting your products in front of people who are already in a shopping mindset and actively shopping, meaning it takes less effort to convince them to make a purchase.
If you’re selling products on Amazon, Amazon ads are a must. Amazon is an incredibly crowded market, so making sure you’re competing against other sellers is crucial, and ads are a highly effective way to do this.
Gmail ads appear as a regular email under the promotions and social tabs of a user’s inbox in Gmail, but when clicked they show a full-page ad which can include anything from videos to forms, and of course a strong call to action.
They can be created on Google Ads, so it's easy to branch out and try Gmail ads if you’re already running Search, Display, or Shopping ads. They’re also delivered straight to inboxes, which are a highly attentive space, meaning engaging rates are often higher.
Gmail ads provide a less intrusive way to reach users while still placing highly engaging content in front of them. They’re an excellent choice if you want to generate leads, drive signups, or promote valuable content.
If you’re new to PPC, getting going can feel overwhelming. If you’re unsure which PPC ad format to use, don’t hesitate to get in touch with us today. We can steer you in the right direction so you can get the most out of your investment.
