The most popular forms of PPC advertising today

One of the marketing strategies many businesses use to reach more potential customers and increase sales is PPC advertising. So, what is PPC? How does this type of advertising work, and what are the most popular PPC advertising forms today? Follow the article below by Optimal Agency now!

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What is PPC?

PPC stands for Pay Per Click, also known as cost-per-click advertising. This form of advertising allows businesses to place ads on search engine results pages, social media pages, and other websites.

The goal of a PPC campaign is to increase visits to their website and convert potential customers into actual customers.

If someone clicks on the ad, the business only has to pay a certain amount based on the bid of that campaign. Users will see PPC ads on search engines like Google, Bing, or social media platforms like Twitter, LinkedIn, Facebook….

Currently, Google and Facebook are the most used PPC advertising platforms by businesses.

How PPC works?

How PPC works?

Before we look at the most popular forms of PPC advertising, you should understand how PPC works:

PPC campaigns work based on the bid set by the business. The bid is the amount a business is willing to pay for a customer’s click to their website. Bidding is a way for your business to compete with other businesses.

The auction phase is a crucial link determining the display order on the advertising platforms. Specifically, whenever an ad spot appears on the search engine results page, an auction for that keyword occurs.

Then, the bid and the ad quality score will decide which unit will appear at the top of the ad space and their display frequency. An essential factor in effective PPC campaign management process you need to pay attention to is the ad’s quality score, which is evaluated based on three main factors: advertising cost, landing page quality, and CTR (click-through rate).

Benefits of PPC advertising

Effective targeting

By using the most popular PPC advertising forms today, businesses can expand the reach of their campaign and achieve better results. PPC campaigns offer many targeting options based on keywords, location, timing, demographics… These options allow targeting the right audience, who are more likely to be interested in your products or services.


Although you need to pay for each click and distribute the budget wisely to bid for the ad, PPC advertising is considered the most efficient and cost-saving marketing strategy. With a small budget, businesses can promote their products or services to the right target audience, quickly converting potential customers into actual customers.

Increased traffic and customer engagement

PPC campaigns help increase website traffic by advertising the website on search engine results pages and social media pages. At the same time, PPC creates a connection with potential customers by displaying ads at the exact moment they are searching for information related to your product or service.

Quick results

Unlike SEO, where you need to spend a lot of time and effort optimizing content or the website to improve search engine rankings. PPC campaigns allow businesses to quickly reach their target customers. These campaigns provide quick results: increased traffic, boosted conversions, higher ROI….

Easy to track and control campaigns

With PPC campaigns, businesses can easily measure the effectiveness of their ads by tracking metrics such as the number of clicks on the ad, the number of viewers,… Moreover, PPC helps businesses research which ads attract the most traffic.

By conducting A/B testing with different content, images, and bid prices, the results from these tests let you know which ad can attract the highest traffic to continue expanding or pause. Businesses can better understand the campaign’s status to adjust strategies accordingly for better results.

Tight control over PPC campaigns

When deploying PPC advertising, businesses can fully control their campaign. Businesses can decide on the ad content, display locations, target audience, and thus plan their advertising budget, target market, optimize user experience, and control advertising costs to achieve a higher ROI on spending and revenue from customer conversions.

The most popular forms of PPC advertising today

Paid search advertising

This is the most common form of PPC advertising, appearing on the search engine results page when a user makes a query using keywords that the advertiser has previously targeted. Then, PPC search ads use an auction system to decide which ads will appear and the amount the advertiser will pay. Most advertisers using paid search opt for Google Ads as their advertising platform. With this form, you only pay when someone clicks on your ad.

Display advertising

With this form, your ads will appear on all Google partner sites and advertising networks. Particularly, it comes in rich formats including text, images, and videos. The purpose of this PPC marketing form is to target users who may be interested in your products or services. Businesses use this form of advertising to increase brand recognition.


Also known as retargeting ads, it is an effective way to reconnect with users who have previously visited your website or shown interest in specific products or services of your business. These ads are designed to reach users who have visited your website but not making a purchase or conversion.

This form of advertising is displayed across various platforms, including search engines, display networks, social media platforms, and email marketing. It offers high personalization, displaying specific products or offers relevant to the user’s previous interactions, aiming to increase conversion rates and ROI.

For effective remarketing ads, businesses target audiences based on their behavior or preferences and create tailored messages to address their specific needs or concerns. Also, businesses should offer deals or promotions to encourage conversions.

Google shopping ads

This is one of the paid advertising types that businesses can use to help potential customers find their products or services. It appears in a carousel format above the main Google search results. Users can view products and prices before clicking through to the business’s website to make a purchase.

With high visual appeal, this type of ad is effective in driving targeted traffic to online stores. Each customer click has a higher potential for conversion. This campaign is suitable for businesses operating in the e-commerce sector.

Video advertising

With the growth of video-sharing platforms like TikTok and YouTube, video advertising has become increasingly popular. This type of ad appears before, during, and after online video content, allowing businesses to attract target customers with engaging videos.

Particularly, it comes in various formats, offering businesses multiple options: skippable ads, non-skippable ads, or video discovery ads,… To create effective video ads with high conversion rates, you need to create videos with compelling content that appeals to your target audience.

Furthermore, focus on storytelling, use eye-catching imagery, and convey a clear message as quickly as possible. Also, include a strong call to action at the end of the video to encourage viewers to take further action.

Social media advertising

Among the most popular PPC advertising types, social media ads appear in the social media feeds on various platforms: Facebook, Instagram, Twitter,… Based on user data and profiles, social media ads allow businesses to target specific audiences based on their interests, behavior, and custom audiences.

Additionally, it comes in various formats including images, videos, carousels, and sponsored content. With the ability to precisely target specific audience segments, it enhances the ad’s chances of reaching the right customers, increasing engagement, and conversion rates.

Gmail sponsored ads

This type of ad allows businesses to advertise on Gmail. It is created in Google Ads and look like a regular email. When users click on the ad, they are taken to an expanded version of the ad and have the option to click through to the website. Gmail ads can be a great way to enhance brand awareness and receive more traffic.

We hope that through the article above, you have chosen the suitable PPC advertising type to improve the performance and conversion rate of your business campaign.

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Frequently Asked Questions

Which PPC advertising format is most suitable for your business?

To select the most suitable PPC advertising type, it is necessary to consider various factors such as campaign objectives, target audience, products and services, budget, and campaign performance. Businesses need to base their selection on these factors to choose the most appropriate advertising format.

Is PPC advertising effective?

PPC is currently one of the most effective marketing strategies as businesses have full control over advertising costs. For new brands or small businesses, PPC campaigns help increase brand awareness, reach target customers quickly and easily. For large businesses with substantial budgets, using PPC campaigns regularly will boost sales and ROI.
To evaluate the effectiveness of a PPC campaign, you need to continuously experiment and optimize. In addition, you need to closely monitor campaigns, conduct thorough research on strategies, and keep an eye on competitors. Only then can PPC campaigns deliver the best results for businesses.

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