Pay Per Click Advertising also has different facets but they more so depend on the objective of the campaign. These objectives could be brand awareness, product awareness, direct keyword targeting, or simply used as a tool to bring the appearance of life to your business.

Discovery campaigns, as we call them, are used to build brand awareness. This advertising method leverages the audience networks of Google, Bing, Facebook and more. Discovery campaigns are perfect for businesses that already have some idea of who their target customers are, and want those potential customers to be made aware of the product or service. Normally these campaigns best serve businesses that offer some type of one use product. When someone thinks “oh no I have a spill” they think Bounty. Same concept goes for Charmin, Coke, or Dawn dish soap.

Shopping campaigns are best when your business has one particular product that you want to increase sales for. For example, say you own a bike store and specifically want to increase sales of blue children's bicycles. A shopping campaign would make sure that your business and product are listed across as many applicable shopping platforms as possible and placing targeted ads within those platforms.

Keyword targeting is what most people are familiar with. This is when someone places a search into a search engine and an ad shows up near the top. This can be very cost effective or it can get a little pricey depending on the competition for that keyword. This process is basically an auction where the highest bidder with relevant keywords gets placed at the top of the page. Plenty of testing has to go into this campaign to see what content converts the best and is best used in conjunction with other methods.

Video campaigns are great for companies that have clientele but want to breathe new life into their business. These campaigns involve retargeting visitors to your webpage and are used to demonstrate, visually, what your business stands for.