Where You Should Focus Your Paid Advertising Strategy?

When developing a digital marketing strategy, some businesses prefer to go an SEO pathway and aim to gain more organic traffic whilst others would prefer to begin PPC advertising over different platforms. Many, however, take on a mix of both and have a balance between gaining organic and paid forms of traffic. This complete approach to search engine marketing gives a business the best chance of success.

The good thing about paid advertising is that, with marketing automation and smart technology evolving by the day, many pay per click platforms can cater to where and who your adverts are shown to based on a variety of different marketing goals. Here is one of the biggest myths of digital marketing, paid advertising isn’t just for those businesses who want to reach the customers towards the end of the digital marketing funnel. You can reach those at the start, middle and end by creating the targeted advertising copy and take advantage of the audience options.

PPC advertising may seem basic on the surface, just paying for an ad to go online… easy right? Well, it isn’t all that simple because there are different platforms for PPC advertising as well as different types. We are going to break these down and hopefully, by the end of this, you will now know where is best to focus your pay per click budget.


Search Advertising 

 Search advertising methods are pay per click adverts that appear at the very top or bottom of a page of a search engine, such as Google. These are usually identifiable as ads because they have the text, “Ad,” next to the website link. Search advertising means that ads go into an auction based on the keywords you want to target. If individuals see your ad but don’t interact with it, this will count towards your impressions, but not cost you a penny. If they do click through and interact with your advert, this is when you will be charged. Pretty self-explanatory!

Most paid advertising methods hold an auction and bidding to determine which ads are shown to specific users. Search advertising requires a header, link and description at minimum. With Google Ads, for example, you can use the smart technology it holds and create Responsive Search Ads. These change the header, link, and description to the best assets suited to who is viewing it and based on the user’s search.

To make your advertising more impactful, you can add extensions to many pay per click advertising methods. Extensions can be added to search ads in order to take up more valuable real estate on page one, these could include:

1.    Extra site links as shown in the example.

2.    Callouts, which allow you to add descriptive text to include bonus features of an advert such as, “free shipping worldwide.”

3.    Structured snippets which are specifications of your advert such as, “expert digital marketing team.”

4.    Images that you choose or dynamic images that use suitable images from the domain to complement the ad.

5.    Call extension includes a business phone number.

6.    Lead forms are also visible in the example below.

7.    Location extensions that can either be put in manually or linked to your Google My Business account to get the location on there.

8.    Price extensions to show prices.

9.    Application extensions to encourage downloads on a mobile application.

A lot of extensions means a lot of ways to diversify your search adverts! Try them out and see which one works best for your business.

One final thing about search adverts is that there are Extended Search Ads as well as Responsive and Traditional. The difference is that Extended, like Responsive, can use three headlines along with two descriptions but these tend to stay the same. Whereas, Responsive could pick headlines and descriptions from different assets provided.

Google Search Advertising

Google Shopping 

Google Shopping ads are suited perfectly for e-commerce businesses to display their products. When you search for a product, at the very top there are snippets of products in a row that you can look through. These are Google Shopping ads.

These adverts contain an image of your product, a link to the product page, title, price, and often reviews or special feature snippets. Businesses will require a Google Merchant account and an e-commerce store to run Google Shopping Ads. This paid advertising strategy could be more useful to businesses looking to increase ROI and sales as opposed to those just trying to increase brand awareness. We recommend that you seriously consider Google Shopping if you are selling products online. 

Google Shopping Ads


 Remarketing is where lists are created from cookies that users have left on your site after viewing a product or page and leaving sometime after. Ads are then created to go back out to these lists showing them your company again to try to reconsider and encourage conversion. Love this. Remarketing can be used to create customer loyalty too if you know a user has purchased or contacted you before, if they have cookies enabled and accept them then you can add them to a remarketing list. 

Remarketing can be a gamble. Has this person completely lost interest, seen a better offer, or were they browsing without any real intent? Remember, people are complicated and even the advertising algorithms aren't mind readers. We recommend remarketing if you have been getting a good amount of traffic to your website, seeing people interact for a while with pages or products, then leaving without converting. These are likely the people who are in the consideration phase of the digital marketing funnel so sending them a reminder with an advert could just tip their mind in your favour. We don’t recommend remarketing for smaller, start-up businesses as it could be more beneficial to build up brand awareness through other PPC methods first.

Display Ads 

 Display advertising can go hand in hand with remarketing. If users see a visual across the internet of something they have just seen, it is going to give them that subtle reminder. Display Ads include video and imagery for their main creatives, which is often placed across the Google Display Network. This means that if you intend to reach more people, this method could be the one for you. With more detailed targeting options for audiences, you can narrow down who you are aiming these adverts at, too. This form of paid advertising enables you to reach customers at all stages of the marketing funnel, so it could be something to consider. You are able to pick and choose specific websites from the Google Display Network to advertise on. For display adverts, you will need an image or video to stand out. So, ditch that clip art and get some real designers to create your display ad.

Social Media Advertising  

 Social media promotion is different and varies from platform to platform. With social networks such as Instagram, Facebook, Twitter and LinkedIn all being part of the most popular socials, this could be a good opportunity to reach new audiences, promote brand awareness and encourage conversions alongside your regular posts. Looking to learn how to market over on TikTok? Take a look at this blog.


Instagram offers an option to boost posts, this means you choose an existing post, even those with a product tag, and boost it so you spend X amount over a certain number of days. After this, you choose an audience or create one and decide whether you want more profile views, messages, or visits to a specific website link. This form of boosting posts is quick and offers in-app insights. Users can have their posts boosted on feeds, stories, and reels.

With Instagram being owned by Facebook, there is also an option to create ads to go on Instagram over on Facebook using the Ad manager there if both accounts are connected.


 Facebook ads aren’t considered very user-friendly by some people. We have had clients who aren’t in the digital marketing industry attempt to set up this paid advertising method and run into a lot of problems. Best left to the professionals on this one! However, Facebook Ads enable you to use images and video formats along with text and linking to an external webpage to reach an extremely large and varied audience.

In recent years, Facebook has seemed to become less focused on the bigger companies posting on there. It is more for medium, small and start-up businesses. People only interact with people they know and not random brands less so, so whether you believe this is worth pay per click advertising on is down to whether you are willing to take the risk. There is still a market on Facebook to increase brand awareness and conversions, with Facebook's incredibly detailed audience options being a great selling point, but you need to make sure your advert is set up properly, first. Like we said above, it may be worth bringing in the pros for this one.

If you want to read about whether Facebook is worth putting marketing time into, it may be best advised to read this blog here.


 LinkedIn is a network for professionals connecting with others and businesses. LinkedIn adverts are available as message adverts, text ads, dynamic and sponsored content. Although, when we looked through our LinkedIn feeds, we found that it was quite difficult to spot an advert amongst other posts as they didn’t stand out. Regardless, this social media platform is a good choice if you are marketing your professional services or trying to reach other businesses. Although, CPCs can be higher on this platform.

Top Tip: It may not be beneficial to a business running an online clothing store trying to sell clothes, that is probably best left for Google Shopping.


On Twitter, it allows you to promote tweets, accounts, and trends. A really good way to promote your brand and encourage user-generated content! Twitter is an app for conversation, less serious and funny moments. Twitter is best to promote and raise awareness to your brand compared to selling a professional service and gaining more conversions.


 As a rule of thumb, Google search ads are suitable for most marketing aims which are why they are popularly used in PPC strategies. With marketing automation, recommendations and a huge number of users using Google every second of the day, these are a powerhouse of Pay Per Click marketing. 

If you’re still confused with what paid advertising strategy would work best for your business marketing, get in contact with our PPC agency today and speak to our expert team about our digital marketing services. Take a look at the results our PPC strategy yielded for Clear Quality here.

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