Pay Per Click (PPC) Agency | Results-Driven Paid Ads Management (original) (raw)
The different types of paid ads & PPC
Pay-per-click is relatively vast, covering a broad spectrum of ad types. Here’s everything you need to know about the different types of paid search advertising and PPC:
Search ads, such as those on Google or Bing, are the most common form of PPC ads.
These ads appear at the top of search engine results when users search for specific keywords, making them highly targeted.
Managed by our PPC specialists, search ads ensure your ads are shown to users who are actively looking for the products or services you’re selling, making them ideal for driving traffic to your site and increasing conversions. These text-based ads are key to achieving quick results and boosting your return on investment.
Display ads are visually based and appear on websites within the Google Display Network or Bing Network.
These ads, which include banners and images, are excellent for building brand awareness and retargeting potential customers who may not be actively searching for your product but are browsing related content. Often used as part of a broader PPC strategy, display ads can help engage users early in their buying journey and keep your brand top-of-mind.
Shopping ads are ideal for eCommerce businesses, as they are product-based ads that show up in search results with images, prices, and other product information.
These ads are highly effective at driving qualified traffic, as they display specific product details to users searching for similar items. Our PPC specialists are able to fully manage your shopping ads, which offer a direct way to connect search intent with product visibility, making them an excellent tool for boosting sales.
Video ads appear on platforms like YouTube and are designed to capture user attention with engaging video content.
These ads can be skippable or non-skippable and are shown before or during video content on the platform. Video ads are particularly useful for building brand awareness and engaging your audience with a brand story or product demo. This form of paid ads can significantly enhance user interaction with your brand and drive potential customers further down the sales funnel.
App promotion ads are designed specifically to drive instals of mobile apps. These ads can appear across Google’s platforms, including Search, YouTube and the Google Play Store.
App promotion ads encourage users to download and engage with your app, making them a highly effective way to grow your app’s user base. We regularly use these types of pay-per-click ads to maximise app visibility and reach for specific clients.
The different types of remarketing
Remarketing is the process of advertising to users who have already demonstrated an interest in your products or services. This might be engagement on your website or social channels, or interactions with your other ads. There are three key types of remarketing ads:
Display remarketing targets users who have previously visited your website or interacted with your content, but didn’t convert.
These users are shown display image or video ads on trusted websites or platforms. By using this strategy, our PPC specialists can retarget people who have already shown interest in your products or services, making them more likely to convert.
This form of paid advertising helps keep your brand front-of-mind and encourages users to return to your site and complete a purchase or sign-up, increasing the overall efficiency of your PPC strategy and boosting ROI.
Social remarketing focuses on retargeting users across social media platforms such as Facebook, Instagram and LinkedIn.
By using data from past site visitors, or users who have engaged with your posted advertising content, social remarketing campaigns display paid ads to users while they are scrolling through their social media feeds. This form of remarketing can be particularly effective due to the highly engaging nature of social platforms.
It allows PPC agencies to craft visually compelling ads that remind users of the products or services they previously viewed, helping to re-engage them and driving them back to your site for potential conversion.
Video remarketing targets users who have either visited your site or interacted with your brand’s videos on platforms like YouTube. These users are then shown video ads as they browse other videos or websites across the Google Display Network.
Video remarketing is a powerful tool for re-engaging your audience, using the storytelling and immersive potential of video content to deepen the connection with potential customers. Our PPC specialists can leverage video remarketing to deliver highly relevant and engaging content that encourages users to take the next step in the buyer’s journey, increasing conversions and brand loyalty.
The power of paid social
Paid social ads offer a direct line to your target audience, showing your ads in the places they frequent – social media!
There are several social platforms that best serve this purpose including: LinkedIn, Meta (Facebook & Instagram), TikTok, and YouTube.
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Your queries answered by a PPC Agency
FAQs
See the most frequently asked questions about PPC (and using a PPC Agency) here.
Find your answer and speak to us today >
Your queries answered by a PPC Agency
FAQs
See the most frequently asked questions about PPC (and using a PPC Agency) here.
Find your answer and speak to us today >
Keyword research is crucial for pay-per-click (PPC) campaigns as it identifies the most relevant and high-performing keywords to target. You need keywords to allow you to optimise your ad spend, increase ad relevance and ensure you’re targeting the right people at the right time.
Remarketing in PPC (pay-per-click) is a strategy that targets ads to users who have previously visited your website or interacted with your brand’s content. By using tracking pixels or cookies, your business can display ads to users as they browse other websites or use search engines, reminding them of your brilliant brand and encouraging them to return and complete a desired action, such as making a purchase.
The success of pay-per-click campaigns can be measured using several key performance indicators (KPIs) and metrics, including cost per click, conversion rate, return on ad spend, impressions, engagement and cost per acquisition, among others.
Any industry that wants to advertise their products or services to their target audience can make use of PPC. Whether you’re in the public, private or charitable sector, PPC is a fantastic way to get your message out.
Pay-per-click advertising is a key element of any digital marketing campaign. It complements other channels such as content and SEO, helping your business to generate immediate traffic, test keywords and grow your brand. PPC is a valuable source of data that can be used across your wider digital marketing.
The best platform for paid ads depends on your audience, goals, and budget. Google Ads is highly effective for search intent and reaching users actively looking for products or services. Meta (Facebook and Instagram) works well for visual engagement and broad awareness. LinkedIn is strong for B2B targeting. The right platform should align with your customer behaviour and campaign objectives.
The cost to run paid ads varies widely based on your industry, competition, keywords, and targeting. Costs can range from a few hundred pounds per month to tens of thousands. Pricing is typically based on a pay-per-click or cost-per-impression model. It’s important to focus on return on ad spend (ROAS), not just the initial budget.
Yes, it is possible to view competitors’ paid ads using tools like Google Ads Transparency Centre, Meta Ad Library, or specialised PPC software. These tools reveal what ads your competitors are running, which platforms they use, and how frequently they advertise. Analysing this data can help shape your own ad strategy and uncover gaps in the market.
Paid ads do not directly impact organic search rankings, but they can influence SEO performance in other ways. Ads can increase brand visibility, drive more traffic, and provide insights into high-performing keywords, all of which can support organic efforts. Running SEO and paid ads together often leads to better overall performance than using either in isolation.