Those with some basic knowledge of digital marketing will know that PPC – otherwise known as pay-per-click advertising – is one of the most valuable ways to appeal to digital audiences there is. This is because when PPC is done right, there is significant room for businesses to not only generate quick leads and traffic, but to eventually secure customer retention in the long run. The only problem with this is that it’s much easier said than done – highly effective PPC requires the right approach to advertising with a budget firmly in mind, but there’s a lot more to it. For this reason, in this article we take a look at the different forms of PPC advertising to give you some idea about what might work best for you. 

The first forms of PPC you should know about

Although there are loads of PPC options for businesses out there, the typical PPC company in Adelaide, Melbourne or wherever else in Australia will often rely on search advertising, display advertising, or social media advertising (and sometimes a combination of these). What they opt to go with will depend heavily on the business and audience involved, as utilising the wrong form of PPC advertising in a campaign can be hugely wasteful resource-wise. Many people will be quite familiar with search advertising – these are the advertisements you’ll commonly see hovering in the top of your search results and are accompanied by the “ad” tag. The ads are present due to the keywords you just entered, and are most useful for businesses that people commonly “Google,” such as trades (plumbers and electricians, for instance), hairdressers, online retail options and similar services. Display advertising involves advertisements being demonstrated on Google partner websites across the internet. Although this form of advertising doesn’t allow for specific keywords and targeting of certain audience demographics, it allows you to advertise to people who have visited your site before and people who might be interested in visiting your site. 

More forms of PPC advertising

Another common form of PPC advertising is social media advertising – this form of advertising is (as you might imagine) most commonly seen on social media websites where it can be introduced directly into a target demographics’ newsfeed. Depending on the kind of business you might be, you choosing to run your social media advertising on either Facebook, Instagram, Twitter or LinkedIn will target very different audiences, so it’s important to really consider who you want to target when you consider social media advertising. Social media advertising is highly flexible, as it allows a user the option to promote landing pages, lead generation forms, or you might even want to just show off a specific piece of information that your audience might appreciate. Regardless of which of these options might appeal to you, considering what kind of image you want to accompany your information can often make all the difference. 

More forms of PPC advertising you might not have considered 

There are a few other forms of PPC advertising that are not as popular as the ones we have mentioned – remarketing, for example, involves you sending ads to a person who has already visited your website. Google shopping is also another option for some businesses, as their products will be directly shown off in the “shopping” section of the Google search page. But with this all of these options, it’s often just about doing a good bit of research and understanding what forms of advertising have worked the best on you.


Sumit is a Tech and Gadget freak and loves writing about Android and iOS, his favourite past time is playing video games.

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