Types of PPC Campaigns (Search, Display, Shopping, Video)

You’re not just stuck with one format for PPC campaigns - you can mix it up! You’ve got several main types to choose from, and they each serve a different purpose. Think of them as different tools in your toolbox - you use the right one for the job.

Search and Shopping Campaigns

Search ads are the text ads you see at the top of Google when you search for something. Someone types "best pizza near me" and your ad shows up. These work great because people are actively looking for what you offer. Search ads get click-through rates around 3-5% and work best for services and B2B.

Shopping ads are perfect if you sell physical products. These show your actual product photo, price, and store name right in the search results. When someone searches "red running shoes," they see your shoes with the price before they even click. These ads convert at about 26% higher rates than regular search ads because people know exactly what they're getting.

Display and Video Campaigns

Display ads are those banner ads you see on websites and apps. They're visual, colorful, and pop on the page - they’re great for getting your brand in front of people who might not be searching for you yet! They’re like digital billboards. They work well for ecommerce brands retargeting visitors who didn't buy. Click rates are lower - usually under 1% - but they're cheap and build awareness.

Video ads on YouTube let you tell a story in 15 seconds or 6 seconds with bumper ads. They're perfect for brand awareness and work especially well for consumer products and services. Local ads put you on Google Maps when people search for businesses nearby - essential if you have a physical location.