Pay Per Click is the name given to an increasingly popular model of internet marketing. When signed up for a Pay Per Click plan, a company will pay a set amount every time a consumer follows a link. There are two main reasons why Pay Per Click plans are so popular. Firstly, PPC ensures that a company does not spend money on marketing materials that go unused – the cost of marketing remains completely relative to the effectiveness of said marketing. Secondly, PPC plans give third party online marketing agencies impetus to perform well even after a contract has been signed. Here is a very brief guide to the kinds of Pay Per Click marketing types that companies can engage with today.

Display Advertising

Any good PPC management agency will offer display advertising alongside their other services. Display advertising is one of the most visible forms of online advertising associated with PPC plans. During a display advertising campaign, advertising space will be rented on targeted third-party websites. Knowing which websites to purchase space on is crucial. Good quality market research needs to be conducted in order to place advertisements on websites that will ensure a large quantity of clicks.

Search Advertising

If you have used Google recently – which you almost certainly have – you’ll have noticed that you are being shown advertisements above your search results that are relevant to the search keywords you have typed in. These advertisements are commonly employed as part of a Pay Per Click campaign. They became so popular, in fact, that these paid ad spots became the source of 97 percent of Google’s income around 11 years ago. They allow a company to target their intended audience with pinpoint accuracy and have a high return of clicks.


Remarketing is a clever way to ensure an increased amount of return custom. Advertisers collect data about the browsing relationship between a consumer and a site. It then advertises the site or product contained within to the same consumer that initially viewed it. Remarketing helps to build brand familiarity and is responsible for converting browsers into customers.

Sequential Remarketing

Sequential remarketing campaigns differ slightly from conventional remarketing efforts. During a sequential campaign, consumers who have previously interacted with a company’s online presence are fed advertising material that showcases the whole range of said company’s products or services over a long period of time. Companies like the ecommerce giant Wish have made sequential remarketing a main pillar of their online strategy.

Social Media Advertising

Social media marketing is often created and distributed on a Pay Per Click basis. Social media is a near ubiquitous communicative tool, and businesses need to interact with their potential customers through it. Social media communication is complex and potentially risky. Advertisers need to make sure that they carefully research the right targeted communicative trends. All cultures online have unique ways of communicating. Getting social media communication wrong can be incredibly easy to do. Research is key!