AFFIRM’s Guide to Pay-Per-Click Advertising (Part 1)

Pay-Per-Click (PPC) advertising, an internet search engine advertising model used to drive traffic to websites, has become an essential tool for generating new leads, reengaging existing customers, and spreading brand awareness for businesses. There are several methods of PPC advertising on Google. Three of the most popular options include display, search, and video. Each have their own benefits and unique placement options that you should consider before implementing a PPC campaign.

You’ve probably seen display ads like the example below while using Google to search for things. Display ads are placed on Google partner sites like Walmart or Target and can be targeted using relevant keywords, audience groups, locations, and demographics, including age and gender. The primary benefit of running display ads is that they allow you to reach people that have expressed interest in your products or services in the past while online.

Google’s search network option is a great way to reach people that are actively searching for you. Google search ads appear as an “Ad” webpage near the top of the search results the moment a person searches for your product or service.  The main difference between a display and search ad is that search ads lack the visual component of a display ad. If the content of your ad is reliant on a visual like an image or video, you’ll want to consider running a display or video campaign instead. However, if this isn’t the case, search ads are a highly enticing and effective format for reaching people that are actively interested in your business. Below is an example of a search ad.

Video campaigns are another popular option for Google advertisers. Google video advertisements are usually hosted on YouTube, meaning the ad is created from a previously posted YouTube video, and can be created in a variety of different campaign formats. The most common and effective campaign formats are skippable in-stream and non-skippable in-stream ads. These video ads are shown before, during, or at the end of a normal YouTube video. As you probably already guessed, the only difference between the two is the ability to skip the ad.

With over 240 million people using YouTube every day (Statista), advertising on this platform via Google video campaigns gives you a very good chance that you’ll reach both new and existing customers. Video campaigns are also usually the most engaging and high performing forms of PPC advertising, making them worth considering for your business.

Every business in search of new leads should utilize Google Ads and PPC advertising. Whether the goal is to find new customers, reinforce branding ideals, or generate awareness, PPC advertising is a very effective way to reach people online. AFFIRM’s digital marketing experts are here to help you set up and run PPC programs that help you meet your goals and business objectives. Keep an eye out for our upcoming series of blogs diving deep on the different Google advertising options available and get in touch with us at to start planning.

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Contact our President, Danny Mager to learn how we can deliver results for your organization. No matter where you're at in your decision-making process, we can help you get the ball rolling.


Danny Mager