3. Pay-Per-Click (PPC) Advertising

1. Google Ads (Search, Display, Shopping)

Google Ads offers a range of options to reach audiences through the following ad types:

• Search Ads: These are text-based ads that appear at the top of Google’s search results page when users search for relevant keywords. They are effective for capturing user intent and driving highly targeted traffic.
• Display Ads: Visual banner ads that appear across Google’s Display Network, reaching users on millions of websites, YouTube, and Gmail. Display ads are ideal for building brand awareness and retargeting audiences who have visited your website.
• Shopping Ads: These ads showcase products along with details like image, title, price, and store name, making them ideal for e-commerce businesses. Shopping ads appear in Google’s Shopping tab and on the search results page, capturing customers with strong buying intent.

2. Social Media Ads (Facebook, Instagram, LinkedIn)

Social media ads allow businesses to reach targeted audiences based on demographics, interests, and behaviors across popular platforms:

• Facebook Ads: Offer a wide variety of ad formats, from image and video ads to carousel and collection ads, making it versatile for brand building, lead generation, and direct sales.
• Instagram Ads: Visual, story-driven ads that appeal to younger, visually-oriented audiences. Instagram’s formats, such as Stories and Reels ads, are highly engaging for brand discovery and building connections.
• LinkedIn Ads: Ideal for B2B marketing, LinkedIn ads target professionals based on job title, industry, skills, and more. They’re particularly effective for lead generation and building industry authority.

3. Retargeting/Remarketing Campaigns

Retargeting campaigns (also called remarketing) focus on re-engaging users who have previously interacted with your brand but haven’t converted. These ads are shown to audiences who visited your website, engaged with your social media content, or abandoned a cart. By using display ads, social media, or Google Ads, retargeting reminds potential customers of your brand, driving them back to the website and encouraging conversions. Retargeting is effective in building brand recall and improving the likelihood of conversion, as it targets users already familiar with your brand.