Marketing 101: What Are the 3 Types of PPC Campaigns?

Online visibility has now become the determining factor in a business’ success. With the accessibility of the Internet, customer behaviors have focused more on seeking products and services online instead of going to local brick and mortar shops. Knowing that there are different digital campaigns, such as pay-per-click (PPC) marketing, is vital for you to build an impactful advertising strategy in reaching an online audience.

How does PPC marketing work?

It is a digital tactic that allows brands to generate traffic by making people click on ads to divert them to a company’s landing page. In this article, we will share with you three PPC campaigns that you can use to improve your brand’s online presence:

1. Google AdWords

This is easily one of the most recognizable PPC campaigns in today’s online landscape. By being connected with Google’s Search Engine, the potential in reaching an extensive demographic of potential customers is too appealing to pass on.

AdWords are typically placed at the top and bottom of a screen based on your keyword search.  Businesses can effectively stay ahead of organic search results by bidding a spot on these recommended searches.

Bidding is based on how many competitors in the same industry are willing to compete with a slot. Your estimated clicks will define how expensive your bidding will be. The average Click-through-Rate (CTR) varies from one industry to another, but the median rate is at 2%.

Though organic searches are a priority for Google, your placement as a recommended search result gives you better positioning for people who are looking to buy products and services over informational content.

2. Retargeting ads

People who just happen to gloss over your website aren’t usually counted as willing buyers. Before you give up on setting a deal with a user, you should optimize your site’s design to provide attractive pop-up incentives before users decide to leave. However, having a retargeting program allows you to offer incentives that might interest them to stay through limited time only deals.

Retargeting attracts conversion rates by using the visitors’ cookies to see what their likes and interests are based on their online behavior. By using an effective retargeting program, your last-ditch effort of getting a potential customer’s attention can prove to be a valuable addition on your website.

3. Facebook ads

The most significant advantage that Facebook ads have over other PPC campaigns is the ability to target specific audiences. Unlike search engine AI, Facebook’s categorization of users from their interests, age, location, occupation, viewing behavior, and mutual connections make for an easier way to tap into specific demographics.

With more and more people using their personal social media feeds to sift through content that they’re interested in, business owners are looking to increase their customer engagement by advertising on social media platforms.

Know that Facebook ads hold the largest auction for social media ad placement compared to other platforms. Since the platform already has access to a wide variety of potential customer bases, you’ll be able to tap into specific demographics through the help of Facebook’s algorithms.


The key to staying ahead of the online competition is to be alert and informed of the latest trends in digital marketing. Paying close attention to your competitors’ movements and your customers’ habits will enable you to create compelling and effective advertising campaigns.

If you need digital strategy consulting in Greenwood, IN, our team of digital marketing experts at Magnitude Marketing is happy to help you out. Contact us today to get experienced advice on how to expand your advertising from designing PPC campaigns to improving your local SEO!