Pay-per-click marketing is an advertising channel where marketers don’t pay by the impression or purely for ad placement. The bid amount may affect placement, but the advertiser only pays when their ad is clicked by an online user.
The most common PPC ad format appears on search results pages of search engines like Google or Bing. Advertisers have the opportunity to place their brand, product, or service front and center in the form of an ad that targets a specific keyword or behavior. Here’s an above-the-fold look at a recent results page for the query ‘solar panels’.
A text ad is composed of a written copy by the Advertiser. Format and character limits are dependent on the PPC platform you are working on. Text ads are most commonly triggered through the Search Network- when users search on Google or Bing for a keyword held within your PPC campaign. We’ll get to how keywords and ads are selected later on this page.
Below is a look at a text ad on a Google SERP through Google Ads:
A display ad is typically delivered in a format of an image or motion graphic. PPC platforms that offer display advertising often have size and content requirements advertisers must comply with when creating their visual creative.
Display ads typically show up and are available for advertising placement on websites across the internet. Ads are contextually placed on websites where the advertiser’s target market visits.
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