pay per click

Types of PPC Marketing Campaigns

In the sea of PPC marketing tools available today, it’s hard to know which ones are worth using and how they should be used correctly. To help you better understand this sometimes complicated PPC world, we’ve created a list of commonly used keywords and phrases associated with PPC management. No matter what business your company is in, chances are you’re using PPC in some capacity, there are many PPC services New York. We hope this list helps you better understand the various types of PPC campaigns.

Pay per click is an online marketing term that refers to any action involving a cost associated with the number of clicks on an advertisement displayed within a search engine results page. The pay for these clicks can be bid per click, most often paid by the advertiser to the website that displays the ad. It is common for PPC ads to appear on top of or above search engine results or even next to them.

When using pay per click services, advertisers are only charged when a user clicks on an advertisement. There are two basic formats through which these advertisements can be created: search engine optimization and content.

Through pay per click advertising, advertisers can promote their businesses to a wider audience; one that may not otherwise know about the products or services your company offers. PPC allows you to get in front of interested consumers when they’re actively searching for your product or service. That said, it has the potential to be an expensive form of marketing.

Keyword tools are used to help advertisers learn the frequency with which certain keywords are searched over a period of time. When using keyword tools, you can see exactly how much competition you have for your target terms.

There are a large variety of Pay per Click campaigns that can be run when you have been approved to use Google AdWords or any other PPC platform. Most of the campaign types listed below use Cost per Click (CPC), except for the CPM/CPC and CPM campaigns, which pay for impressions.

pay per click

The main types of PPC marketing campaigns are:

  • Search campaign:

A search campaign targets people who will likely be looking for a product or service like yours at a specific moment in time. For example, if you run a local pizzeria, you might set up a search campaign targeting users searching for “pizza” near your delivery area between 5 PM and 9 PM on weekdays.

  • Display campaign:

A display network campaign targets users based on their interests as inferred from their past browsing activity across the web or apps, not necessarily at a specific moment in time. For example, if you run an ecommerce site selling women’s clothing, you might want to advertise on websites that your target audience visits or apps they have installed. You could do this with a display network campaign that targets users based on their demographic information, websites they visited or even mobile apps they’ve installed.

  • Shopping campaign:

A shopping campaign lets you feature your products in Google’s Product Listing Ads and Shopping ads and target users based on their search activity. For example, you can set up a shopping campaign to target users who have consistently researched products like yours in the past and reached the final stages of their purchase journey.

  • Video campaign:

A video campaign is used to advertise on YouTube or across the Display Network as TrueView ads. With this campaign format, you pay only when someone views your video ad — either for 30 seconds or to completion (if it’s shorter than 30 seconds). You can target your video ads based on users’ search activity, YouTube watch history and YouTube channel subscriptions.

  • Paid social ads:

Using Google AdWords, you can target audiences on networks like Facebook, Instagram, Twitter and YouTube. Sponsored social posts are often sponsored by an image or video file linked to a website or landing page. You can promote your business across all of Google’s advertising platforms through the Display Network with remarketing ads that reach people who have already visited your website.

  • App campaign:

App campaigns are used to promote mobile apps across Google Play or the App Store, or to drive in-app actions, such as in-app purchases. You can use app campaigns with Google Mobile Ads for Android apps and with AdMob for iOS apps.

  • Audience campaign:

An audience campaign lets you run ads that will be shown only to a specific group of people you choose — like your existing customers, YouTube subscribers or people in a certain location.

  • Dynamic remarketing campaign:

You can set up dynamic remarketing campaigns to show ads to users who have previously visited your website and may be interested in your products and services again. Advertisers can also extend their reach with audiences created from user lists in DoubleClick Bid Manager.

Users who have previously visited your site may be eligible to see remarketing ads. You can create remarketing lists based on user behaviors and historical data that you’ve collected. For example, you can create groups of users who did not make a purchase during their visit to your website. You can also create remarketing lists based on demographics and interest categories that are associated with the content that people viewed on your site or apps.

  • Gmail Sponsored Promotions campaign:

Gmail Sponsored Promotions (formerly known as Gmail ads) help you promote your products and services directly in users’ inboxes. They can be an efficient, cost-effective way to target the right customers at scale, helping drive conversions in the moment that matters.

  • Search Network with Display Select campaign:

Bid on specific placements on the Google Display Network while still benefiting from search campaigns like enhanced campaigns do. This campaign type helps you take advantage of the best of both worlds by showing your ads where they’ll perform best, without forcing you to build two separate campaigns.

  • Local service ads:

Local service ads appear in Google Maps search results and on Google Search when a user looks for a local service, like a plumber or a locksmith. These ads show the business location, phone number and hours of operation directly in the search results. They give customers fast access to what they’re looking for from businesses they already know and trust.

  • Video engagement campaign:

Video engagement campaigns let you promote your YouTube videos outside of YouTube, reaching more potential viewers and helping you achieve greater success with your video ad campaigns. With this campaign type, you can choose to show ads on different sites across the Google Display Network or on the YouTube search results page. You set a goal for how many views you want your video ad to receive, and the Google Ads system tracks these views for you.

  • Shopping campaign with Product Listing Ads:

Product Listing Ads let merchants show their products in Google Search results and on websites across the Display Network, including image ads with product images that appear at the top of mobile search results. With this campaign type, you can set up campaigns that promote your products through these ads. You decide which of your product targets to show the ads, and Google Ads system optimizes to help you achieve your campaign goals.

  • Contextual Ads:

When a user searches on Google, the search results display not only text ads but also “contextual,” or relevant, ads. These appear to the right of paid listings and above organic listings in related content units – for example, articles that match the search query. The ads are generated automatically by matching keywords from your campaign with relevant content on the web.

  • YouTube Ads:

Content targeted ads appear as pre-roll video ads before YouTube videos, as banner ads and links on your channel page and next to related videos after a user has watched one of your YouTube videos. All YouTube monetization is managed through AdSense by default, but you can choose to link your YouTube channel to AdWords.

  • More campaign types:

Campaigns let advertisers run different kinds of ad campaigns for their business — like Search, Shopping or Display Network campaigns — and organize them into individual ad groups. You can create up to 25,000 different campaign types within a single account.

Google Adwords is Google’s advertising service for online ads that appear on Google and other websites across the Display Network (including websites like YouTube, Gmail, and Blogger). With AdWords, you pay to show your ads to people based on specific keywords that you choose. You can set a budget for how much you want to pay each time someone clicks on one of your ads.

Advertisers bid for keywords they think will help them reach their potential customers at the best price, and AdWords places their ads accordingly. The advertisers then only pay when a user clicks on their ad.

Wrap up:

Google Adwords is Google’s advertising service for online ads that appear on Google and other websites across the Display Network. With AdWords, advertisers pay to show their ads to people based on specific keywords they choose. A user can set a budget for how much they want to pay each time someone clicks on their ad.

When you create an AdWords account, you’ll be asked to specify the types of campaigns you want to run. You can create up to 25,000 different campaign types within a single account.

Author Bio:

Laura Watson

I am an amateur astronomer, a writer, and an artist. I love reading and I believe that learning keeps you alive. I am writing blogs for several websites and I enjoy doing it