PPC marketing examples: what are the types of online advertising?
Confused about the different types of online advertising? Get to grips with the facts in our beginner's guide.

They say a business without advertising is like winking in the dark. Without it, you know what you're doing – but no one else does.
At a time when the digital marketplace is more crowded than ever, advertising has never been more important. To the untrained eye, however, it's also never been more cryptic.
It used to be the case that you could successfully advertise your business through paper and ink. Today, the internet itself is your billboard. How can you make sure you're using it to its full advantage?
Part of the issue is that for many businesses – especially those on the younger side – both time and money are in short supply. You know you need to budget for online advertising but lack the confidence to know you're doing it right.
This is one of many reasons why so many small-to-medium-sized businesses outsource their online advertising to a digital marketing agency like ours. By leveraging outside expertise, you maximise your chances of making a digital splash.
At My Digital Hero, we believe that a happy customer is an informed customer. We've no interest in hiding our skills behind a screen of marketing speak or talking up our strategies as though they're arcane mysteries written on ancient scrolls.
That's why we've put together this accessible guide to the most common types of online advertising, including PPC marketing. We hope it helps you figure out the best way to get your voice heard in the online hubbub.
1. Search engine advertising
Let's say your business specialises in diving equipment. You're based in Dorset. When someone searches for "diving equipment dorset", does your business come up? If not, it's time to invest in search engine advertising.
This involves bidding on keywords – those words and phrases that relate most closely to your business.
Search engine advertising works on a pay-per-click (PPC) model. This means that you only pay for the ad when someone clicks on it.
From one point of view, PPC advertising is straightforward. Simply assemble your keywords and feed them into Google. But in our experience, there's more to it than that.
Much more.
To do it well, you need time, money, tools and experience. These are all things you can acquire on your own. But taking the slow lane can come at a price. For this reason, you may prefer to ask a digital marketing agency like ours to take care of the process.
2. Display advertising
Display advertising is the most traditional method of online advertising. It involves displaying ads on other people's websites.
Display ads come in different formats. These include banners, pop-ups, sidebars and video pre-roll ads.
Ad space can be bought from website owners. In this sense, it's no different from traditional hoardings, posters and flyers. The key difference is that online display ads can reach people in all parts of the world at any time of the day.
3. Social media
Whatever you think about social media, there's no denying that its platforms are visited by millions of people every day. This creates a huge opportunity for advertising.
Social media advertising can be organic, meaning you post advertising content on your social media channels. It can also be paid, pushing your ads into the feeds of people who meet selected demographics. It can include videos, photos and stories.
Then there are the opportunities opened up by collaborating with other accounts. You could partner with an influencer to plug your products or do crossover videos with a related brand.
Paid social media advertising is similar to PPC marketing. The difference is that you're typically charged by cost per 1,000
impressions (CPM) rather than cost per
click (CPC).
4. Retargeting ads
Last month, Delilah Fortescue from Bratton Fleming bought a pair of earrings from your online store. How can you encourage Delilah to buy from you again?
This is where retargeting – also known as "remarketing" – comes in. It involves serving ad content on other websites to people who have already interacted with your business. Like email marketing, it's a way of reminding people you exist and pushing them towards another purchase.
Some versions of retargeting focus on people who have engaged with your brand but haven't made a purchase. Others encourage repeat sales, upgrades or loyalty schemes.
5. Video advertising
From a business perspective, modern life could be characterised as one big Piccadilly Circus. Individuals scroll through video content on their phones as video ads are streamed from giant hoardings. Video advertising is everywhere. Are you getting involved?
It's a great way of capturing potential customers' attention, be it on social media or YouTube. It can be a video that presents a product or service or an ad that pops up at the beginning, middle or end of another video.
Videos can tell your brand's story and communicate its mission in seconds. They can also provide customers with a glimpse behind the scenes, bringing out the personalities of the brains behind the brand.
Video advertising can also be a valuable investment if your company services take some explaining. Infographics and animations can be used to break down complex service offerings and widen your reach.
Final thoughts
In 2025, no business can afford to do without online advertising in general and PPC marketing in particular. But it's not always immediately obvious how to go about it.
If you're looking for a digital hero to do the dirty work for you,
get in touch with us today. We'd love to give your online presence an MOT and help optimise your performance.
