9 Types of Paid Advertising to Grow Your Business

Did you know that paid advertisements have a 200% ROI?

If you want to drive traffic, generate leads, and boost sales fast, paid advertising is the way to go.

Unlike organic marketing, which takes time to gain traction, paid ads put your brand in front of the right audience instantly.

Whether it’s search ads, social media promotions, or influencer partnerships, each ad type serves a unique purpose in your marketing strategy.

But here’s the catch: not all paid ads work the same way.

Some drive immediate conversions, while others are better for brand awareness.

The trick is knowing which ad format to use, where to run it, and how to optimize it for maximum ROI.

In this guide, we’ll break down the most effective types of paid advertising in 2025, with step-by-step insights to help you set up and scale your campaigns.

Ready to make your ad budget work smarter? Let’s dive in!

Table Of Contents:

• What Are Paid Ads?
  • Benefits of Paid Search Ads
• Types of Paid Advertising Campaigns
  • 1. Pay-Per-Click (PPC) Advertising
  • 2. Social Media Advertising
  • 3. Video Advertising
  • 4. Native Advertising
  • 5. Display Advertising
  • 6. Retargeting/Remarketing
  • 7. Google Shopping Ads
  • 8. Influencer Marketing
  • 9. Email Marketing
• Challenges in Paid Advertising
• Conclusion

What Are Paid Ads?

Paid advertising is exactly that — businesses pay for their ads to be seen by potential customers.

It’s an effective way to reach a large audience and get your message out there quickly.

To promote your product through paid ads, you must buy ad space from online publishers.

Some examples are:

• Google Ads.
• Facebook Ads.
• Twitter Ads.
• Instagram Ads.

Benefits of Paid Search Ads

Investing in paid ads isn’t just about spending money — it’s about getting results, fast.

Here’s why paid advertising is a game-changer for businesses in 2025:

1. Instant Visibility & Traffic

With paid ads, your brand doesn’t have to fight for attention.

On search engines like Google and Bing, paid ads appear at the very top of results — above organic listings — giving you prime visibility.

This means your business gets noticed first, driving clicks and traffic instantly.

This is how paid ads are displayed in the old SERP:

In Google’s AI Overviews, paid ads now appear directly below the AI-generated answer box within the overview itself, clearly labeled as “Sponsored” when relevant to the search query and the information presented in the overview.

Whether it’s search ads, social media promotions, or display ads, paid advertising ensures your message reaches the right audience without waiting months for organic rankings to grow.

Learn more about how Google redefines Top Ads in the age of AI and its impact on your paid campaigns.

2. Laser-Focused Targeting

Why waste money on reaching out to people who aren’t interested?

Paid ads let you target specific demographics, behaviors, interests, and even past visitors.

You can retarget website visitors, reach high-intent buyers, and create lookalike audiences based on your best customers.

3. Scalable & Measurable Results

Every click, impression, and conversion is trackable in real-time, so you know exactly how your ads are performing.

Unlike traditional advertising, digital paid ads allow you to adjust budgets, pause underperforming campaigns, and scale winning ones instantly.

4. Faster Conversions & Higher ROI

Well-optimized paid ads don’t just bring traffic — they bring buyers.

When done right, they drive leads, sales, and signups much faster than organic methods.

Plus, with A/B testing and automation, you can fine-tune campaigns for maximum ROI.

5. Multi-Platform Reach

From Google Search and social media to YouTube and display networks, paid ads help you reach your audience wherever they are.

Whether your ideal customers are browsing Instagram, watching YouTube, or searching on Google, there’s an ad format that fits.

6. Competitive Edge in a Crowded Market

Organic reach is declining, and competition is fierce.

If your competitors are running ads and you’re not, you’re missing out on valuable customers.

Paid advertising keeps your brand top-of-mind and ensures you stay ahead of the competition.

7. Enhanced Brand Awareness

Not every ad has to convert immediately. Some build long-term brand recognition.

Even if people don’t click today, they’ll remember your brand when they’re ready to buy.

This is especially true for video ads, display ads, and influencer partnerships.

8. Full Control Over Budget & Strategy

Unlike traditional advertising, where you pay a lump sum with no guarantee of success, paid online ads let you start small and scale as you go.

You control how much you spend, who sees your ads, and how they’re optimized for conversions.

So, is paid advertising right for you?

If you want faster results, better targeting, and higher conversions, paid ads are a must.

The key is knowing which platforms and strategies work best for your goals — and that’s exactly what this guide is here to help with!

Types of Paid Advertising Campaigns

There are several types of paid advertising, each catering to different marketing objectives and targeting specific audiences. Here are some common types of paid advertising:

1. Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) ads are online ads that advertisers pay for each time someone clicks on them.

PPC ads appear on search engines, social media, and websites.

Popular platforms for PPC ads include Google Ads, Facebook Ads, Twitter Ads, and Microsoft Ads.

How PPC ads work:

Here are some of the essential components of PPC advertising:

Auction System: Search engines like Google and social media platforms run PPC through an auction system. Advertisers bid on keywords relevant to their target audience. When someone searches for those keywords, the search engine runs a lightning-fast auction to decide which ads will appear and in what order.

Quality Score: It’s not just about who bids the most money. Search engines also take into account the quality and relevance of your ad and landing page. If your stuff is top-notch and relates well to the search query, you might get a leg up even if you’re not the highest bidder.

Ad Placement: If your ad wins the auction, it gets displayed in the sponsored section of the search results or on a website. The cool thing is, you’re not charged just for showing your ad (impressions), but only when someone actually clicks on it.

Budget Control: You set a budget for your PPC campaign, so you won’t break the bank. Once your budget is exhausted, your ads stop showing until you refill the tank.

Targeting Options: PPC platforms offer various targeting options. You can aim at specific demographics, locations, or even the time of day when your audience is most active.

Benefits of Pay-Per-Click Ads

1. Cost-efficiency: Advertisers only pay when their ads are clicked, so they don’t waste money on unengaged views.
2. Increased visibility: Ads are displayed prominently at the top of SERPs so they’re the first thing people see.
3. Targeted audience reach: Ads are tailored towards specific demographics, so you don’t waste money and effort on audiences that are not interested in what you’re offering.
4. Immediate results: You’ll see results almost immediately after launch.
5. Trackable metrics: It’s easy to measure ROI for campaigns.
6. Multiple platforms: Select one or several PPC platforms to promote your ads.

PPC online advertising is an effective way to reach target audiences and generate leads quickly, but social media ads can provide a more personalized approach to reaching potential customers. When running ads it is important to measure specific pay-per-click KPIs that are most important to your brand. Understanding these metrics and monitoring them can help you improve your campaign ROI.

For example, optimizing Google Ads can increase their effectiveness and reach a larger audience. Monitoring data around your PPC advertising strategy is a critical part of running a successful campaign.

How to Launch a PPC Ad Campaign

Step 1: Choose a PPC Platform

• Google Ads (most popular, high search volume)
• Bing Ads (less competition, lower CPC)
• Amazon Ads (great for e-commerce businesses)

Find more options in this complete guide on the best PPC platforms for driving sales.

Step 2: Conduct Keyword Research

• Use tools like Google Keyword Planner, Ahrefs, or Semrush to find relevant keywords.
• Look for high-intent, commercial keywords that align with your product or service.
• Consider long-tail keywords for lower competition and better conversion rates.

Step 3: Define Your Campaign Structure

• Organize campaigns by product, service, or audience.
• Set up ad groups based on keyword themes.

Step 4: Set Your Budget and Bidding Strategy

• Choose a daily budget based on your overall ad spend.
• Select a bidding strategy:
  • Manual CPC (full control over cost per click)
  • Enhanced CPC (automatically adjusts bids for better conversions)
  • Maximize Clicks (Google automatically sets bids to get the most clicks within budget)
  • Target ROAS (aims for a specific return on ad spend)

Step 5: Create Compelling Ad Copy

• Write an engaging headline that includes the main keyword.
• Use a clear call to action like “Buy Now,” “Get a Quote,” or “Sign Up.”
• Highlight unique selling points (free shipping, discounts, limited-time offers).
• Use ad extensions (sitelinks, callouts, structured snippets) to enhance visibility.

Get 20+ tips on how to write good ad copy.

Step 6: Design a High-Converting Landing Page

• Ensure fast loading speed and mobile responsiveness.
• Include a strong headline and a clear CTA.
• Provide concise, benefit-driven content.
• Use trust signals (testimonials, reviews, security badges).

Step 7: Set Up Tracking and Analytics

• Install Google Analytics and link it with Google Ads.
• Set up conversion tracking to measure ROI.
• Use UTM parameters to track ad performance in Google Analytics.

Step 8: Launch and Monitor Your Campaign

• Start with a small budget to test performance.
• Check key metrics like CTR (Click-Through Rate), CPC (Cost Per Click), and Quality Score.
• Optimize by adjusting bids, refining keywords, and A/B testing ad copy.

Step 9: Scale and Optimize for Better Results

• Increase budget on high-performing ads.
• Pause underperforming keywords and test new ones.
• Use negative keywords to filter irrelevant traffic.
• Experiment with different bidding strategies and ad placements.

Image source: LOCALiQ

2. Social Media Advertising

Around 5.22 billion people worldwide are using social media, making it a prime platform for paid advertising.

No matter your target demographic, they are likely to be found on one of the many social media platforms available.

How social media ads work:

1. Marketers pay to promote their content on social media.
2. The ads appear on social media platforms like Facebook, Instagram, TikTok, and YouTube.
3. The ads are designed to reach and engage a target audience,

Paid social ads appear in the form of sponsored posts or promoted content within the user’s news feed or timeline.

Advertisers can also use keywords related to their product or service when creating ad campaigns so that they reach people who have expressed interest in similar topics online.

Types of Social Media Ads

• Video ads: Use audio and visuals to tell a story and engage audiences
• Carousel ads: Allow advertisers to highlight multiple products in one ad
• Collection ads: A selection of content that users can scroll through, often used to display products

Benefits of Social Media Ads

The main benefit of paid social ads is the capacity to reach a vast number of potential customers. These campaigns allow advertisers to track performance metrics such as clicks, impressions, and conversions which helps them measure success more accurately than traditional forms of advertising like print or radio commercials.

Furthermore, since most social networks offer detailed targeting options based on user data, advertisers can tailor their message specifically for each demographic with greater accuracy.

Finally, paid search advertising on social media is cheap — perfect for small businesses with a limited budget.

How to Set Up a Social Media Ad Campaign

Step 1: Choose the Right Platform

• Facebook & Instagram Ads (best for B2C, e-commerce, and brand awareness)
• Twitter Ads (ideal for engagement, trending topics, and real-time interactions)
• TikTok Ads (great for younger audiences and viral content)
• LinkedIn Ads (best for B2B, professional services, and recruitment)

Step 2: Define Your Objective

• Brand Awareness (increase reach and visibility)
• Traffic (drive users to a website or landing page)
• Engagement (boost likes, shares, and comments)
• Lead Generation (collect emails and contact details)
• Conversions (generate sales and sign-ups)

Step 3: Set Up Your Ad Account

• Create a Facebook Business Manager account for Facebook and Instagram Ads.
• Use Twitter Ads Manager for Twitter campaigns.
• Sign up for TikTok Ads Manager for TikTok promotions.
• Use LinkedIn Campaign Manager for LinkedIn advertising.

Step 4: Target the Right Audience

• Use demographics (age, gender, location, language).
• Define interests & behaviors (shopping habits, hobbies, lifestyle).
• Leverage custom audiences (retarget website visitors, email lists, and engaged users).
• Utilize lookalike audiences (find new people similar to existing customers).

Step 5: Choose the Right Ad Format

• Image Ads (single photo with CTA)
• Video Ads (short-form or long-form video content)
• Carousel Ads (multiple images in a single ad)
• Story Ads (full-screen immersive ads on Instagram and Facebook Stories)
• Sponsored Posts (boosted organic content for higher reach)

Step 6: Set Your Budget and Bidding Strategy

• Daily Budget (spreads spend evenly per day)
• Lifetime Budget (spends within a set time frame)
• Choose bidding options:
  • Cost-Per-Click (CPC) (pay per click on the ad)
  • Cost-Per-Mille (CPM) (pay per 1,000 impressions)
  • Cost-Per-Action (CPA) (pay per conversion or lead)

Step 7: Create Engaging Ad Content

• Use attention-grabbing visuals and high-quality images.
• Keep ad copy short, compelling, and benefit-driven.
• Include a strong CTA like “Shop Now,” “Get a Quote,” or “Book an Appointment.”
• Adapt content for each platform (casual for TikTok, professional for LinkedIn).

💡Pro tip: you can automate this process with a content marketing platform like BrandWell. Just choose an AI agent for the specific social media channel where you want to place your ads and voila! You get an amazing ad copy with the tap of a button!

Here’s an example of a post written by BrandWell’s AI Agent for LinkedIn Story Writing:

Step 8: Launch and Monitor Your Ads

• Start with A/B testing different creatives and targeting options.
• Monitor key metrics like CTR, engagement rate, CPC, and conversions.
• Use Facebook Pixel, Twitter Pixel, and LinkedIn Insight Tag to track performance.

Step 9: Optimize and Scale Your Campaign

• Increase budget on high-performing ads.
• Refine audience targeting based on data insights.
• Rotate creatives regularly to avoid ad fatigue.
• Test different placements and ad formats.

Image source: The Media Ant

3. Video Advertising

Video ads are typically 30-second short videos that showcase a product or service. They allow companies to create engaging visuals that capture attention and communicate key messages quickly and effectively.

Video ads can appear on websites, social media, and streaming services.

Types of Video Ads:

• In-stream ads: Run in video players on websites like YouTube, Vimeo, and Facebook
• Out-stream ads: Appear on websites without a video player, such as pop-ups, banner ads, or direct embeds
• Native ads: Blend in with existing content, such as in-feed ads on social media platforms
• Over-the-top ads: Similar to TV commercials, they appear on streaming services like Netflix, Hulu, and Disney+

Benefits of Video Ads

Video ads are cheaper than buying ad space in a newspaper or television broadcast.

For one thing, they’re more cost-effective since you don’t have to pay for airtime or printing costs like you would with those types of campaigns.

Video ads also tend to be more memorable than text-based advertisements because viewers remember what they see better than what they read. This means your ad is likely to stay top-of-mind longer after your target audience views it.

Finally, video ads provide businesses with valuable analytics about who is watching their ad and when so that they can tailor future campaigns toward their needs.

How to Set Up a Video Ad Campaign

Step 1: Choose the Right Platform

• YouTube Ads (best for brand awareness, tutorials, and product demos)
• TikTok Ads (ideal for viral content and younger demographics)
• Instagram Reels & Stories Ads (great for short-form, mobile-first content)
• Facebook Video Ads (suitable for a broad audience and lead generation)
• LinkedIn Video Ads (best for B2B and professional marketing)

Step 2: Define Your Objective

• Brand Awareness (increase visibility)
• Engagement (boost likes, shares, and comments)
• Lead Generation (collect email sign-ups and contact details)
• Website Traffic (drive visitors to landing pages)
• Sales & Conversions (promote products and services)

Step 3: Create a High-Quality Video Ad

• Keep videos short and engaging (15-30 seconds works best).
• Start with a hook in the first 3 seconds to grab attention.
• Include captions for silent viewing.
• Add a strong CTA.
• Optimize for mobile viewing (vertical or square formats perform best).

Step 4: Set Up Your Ad Campaign

• Use Google Ads to run YouTube campaigns.
• Set up TikTok Ads Manager for TikTok promotions.
• Use Facebook Business Manager for Instagram and Facebook video ads.
• Utilize LinkedIn Campaign Manager for professional audience targeting.

Step 5: Target the Right Audience

• Use demographics (age, gender, location, interests).
• Retarget website visitors and engaged users.
• Create lookalike audiences to find similar users.
• Experiment with interest-based targeting.

Step 6: Choose the Right Ad Format

• In-Stream Ads (play before, during, or after a video; skippable or non-skippable).
• Bumper Ads (6-second non-skippable YouTube ads for brand awareness).
• Story & Reel Ads (full-screen vertical ads on Instagram, Facebook, and TikTok).
• Feed Video Ads (appear in user feeds on TikTok, Instagram, and LinkedIn).

Step 7: Set Your Budget and Bidding Strategy

• Cost-Per-View (CPV) (pay when a user watches a portion of the video).
• Cost-Per-Click (CPC) (pay when users click the CTA).
• Cost-Per-1000 Impressions (CPM) (pay for exposure).
• Cost-Per-Action (CPA) (pay for conversions).

Step 8: Launch and Optimize

• Monitor key metrics like view rate, watch time, CTR, and conversions.
• Test different video lengths and creatives.
• Optimize CTAs, thumbnails, and targeting based on performance.
• Scale up your budget on high-performing ads.

4. Native Advertising

Native advertising refers to paid ads that blend seamlessly with the content of the platform they appear on.

Unlike traditional display ads, native ads match the look and feel of the website, social media feed, or publication they’re placed in, making them less intrusive and more engaging.

Types of Native Ads:

• Sponsored articles
• Promoted posts on social media
• Recommended content widgets on websites
• Sponsored videos on platforms like YouTube
• Podcasts
• Editorials

The content is often informative, entertaining, or valuable to the target audience, making it feel less like an ad and more like valuable information or entertainment.

While native advertising is a powerful tool for brands and content creators to reach their audience in a more organic and non-intrusive way, it’s essential to clearly disclose that the content is sponsored or promoted. This transparency ensures that users are aware of the commercial nature of the content and can make informed decisions about engaging with it.

How to Set Up a Native Advertising Campaign

Step 1: Choose the Right Platform

• Google Discovery Ads (native-style ads appearing on Google Discover, YouTube, and Gmail)
• Taboola & Outbrain (content recommendation platforms that distribute ads across major websites)
• Facebook & Instagram Sponsored Posts (ads integrated into social media feeds)
• LinkedIn Sponsored Content (native ads appearing in professional content feeds)
• Reddit & Quora Ads (blended with user-generated discussions and Q&A content)

Step 2: Define Your Objective

• Brand Awareness (introduce your brand through engaging, informative content)
• Traffic Generation (drive users to a blog post, landing page, or product page)
• Lead Generation (capture emails, sign-ups, or free trial users)
• Conversions (direct sales or other actions like app downloads)

Step 3: Create Engaging Ad Content

• Write compelling headlines that spark curiosity.
• Use high-quality images or videos relevant to the content.
• Ensure the ad copy matches the tone of the platform.
• Focus on storytelling rather than direct promotion.
• Use clear yet subtle CTAs like “Read More,” “Learn More,” or “Discover How.”

Step 4: Set Up Your Ad Campaign

• Use Google Ads for Discovery campaigns.
• Sign up with Taboola or Outbrain for content recommendation placements.
• Create Sponsored Posts directly on Facebook, Instagram, or LinkedIn.
• Use Reddit or Quora Ads Manager for native ads within discussions.

Step 5: Target the Right Audience

• Use interest-based targeting (relevant to the content topic).
• Retarget users who visited your website but didn’t convert.
• Select lookalike audiences to reach new potential customers.
• Target users based on device type, location, and demographics.

Step 6: Choose the Right Ad Format

• In-Feed Ads (appear in social media or content feeds).
• Sponsored Articles (native placements that look like editorial content).
• Recommendation Widgets (suggested articles or videos at the bottom of news sites).
• In-App Native Ads (blend within mobile app experiences).

Step 7: Set Your Budget and Bidding Strategy

• Cost-Per-Click (CPC) (pay per click on your ad).
• Cost-Per-1000 Impressions (CPM) (pay for visibility rather than clicks).
• Cost-Per-Action (CPA) (pay only when users take a specific action like signing up or purchasing).

Step 8: Launch and Optimize

• Test different headlines and images to improve click-through rates.
• Monitor key metrics like CTR, bounce rate, and conversion rate.
• Refine audience targeting based on engagement.
• Adjust bidding strategies to maximize ROI.
• Rotate ad creatives to avoid ad fatigue.

5. Display Advertising

Display ads are banner images that are strategically placed around web pages containing content relevant to what the advertiser wants to promote.

These ads are often targeted based on user interests or demographics. They come in various sizes and shapes, most often being rectangular banners located at the top, bottom, or sidebars.

When clicked, display ads take users to a website or landing page. 

Types of Display Ads:

• Banner Ads: Image-based ads displayed on websites and typically linked to the advertiser’s site.
• Rich Media Ads: Interactive and multimedia-based ads that may include audio, video, or animation.

These types of ads can be static images or dynamic videos that play when users scroll over them.

You can also include interactive elements like surveys and polls which allow users to interact with the ad directly from their browser window.

Moreover, these campaigns are highly flexible since they can be tailored to specific demographics based on interests or location data collected from online activity.

Display ads can be effective for promoting highly visual products, like ebooks, online coupons, and certain consumer goods. They also work well for consumer products that don’t require much additional storytelling or explanations.

Google AdWords is one popular platform for displaying banner advertisements across its network, including YouTube and Gmail.

You can also try Facebook Advertising or LinkedIn Advertising. Both of these platforms have powerful targeting capabilities which allow you to reach potential customers in your industry.

Benefits of Display Ads

• Brand awareness: Display ads can help build brand awareness and increase visibility.
• Targeted: Display ads can be targeted to specific audiences based on demographics and interests.
• Mobile reach: Display ads can reach consumers on the go.
• Complements other marketing: Display ads can complement other marketing strategies.

How to Set Up a Display Ad Campaign

Step 1: Choose the Right Display Network

• Google Display Network (GDN) – Access to millions of websites, YouTube, and mobile apps.
• Facebook Audience Network – Places banner and native ads across various apps and sites.
• AdRoll & Criteo – Best for retargeting and programmatic display ads.
• Direct Placements – Partnering with specific websites for premium display ad spots.

Step 2: Define Your Objective

• Brand Awareness – Maximize reach and visibility.
• Traffic – Drive users to your website or landing page.
• Conversions – Get users to take a specific action (purchase, signup, etc.).
• Retargeting – Re-engage visitors who didn’t convert.

Step 3: Select Your Target Audience

• Demographic & Interest Targeting – Select users based on age, gender, income, and interests.
• Behavioral Targeting – Reach users based on their online activity.
• Custom Audiences – Upload email lists or use retargeting.
• Lookalike Audiences – Target users similar to your existing customers.

Step 4: Choose the Right Ad Format

• Banner Ads – Static or animated display ads in various sizes.
• Responsive Display Ads – Automatically adjust size, appearance, and format.
• Interactive & Rich Media Ads – Include video, animations, or interactive elements.
• Native Display Ads – Blend seamlessly with website content.

Step 5: Create Engaging Ad Creatives

• Use high-quality images that align with your brand.
• Keep ad copy short, clear, and action-driven.
• Include a strong CTA.
• Ensure mobile responsiveness as most users browse on mobile devices.

Step 6: Set Your Budget and Bidding Strategy

• Cost-Per-Click (CPC) – Pay when someone clicks your ad.
• Cost-Per-1000 Impressions (CPM) – Pay for every 1,000 times your ad is shown.
• Cost-Per-Action (CPA) – Pay when users take a specific action.
• Viewable CPM (vCPM) – Pay only for ads seen by users.

Step 7: Launch and Monitor Performance

• Track key metrics like CTR, conversion rate, bounce rate, and impressions.
• Use Google Analytics to analyze audience behavior.
• A/B test different ad creatives and placements.
• Optimize bids, targeting, and creatives to maximize ROI.

6. Retargeting/Remarketing

Retargeting ads are shown to users who have previously visited a website or interacted with specific content, encouraging them to return and complete an action.

Retargeting ads are a powerful tool for PPC campaigns. They allow you to reengage with leads who have already visited your website but haven’t yet converted.

How Retargeting Works

To use retargeting, you must first install a tracking pixel on your website that will track user behavior and categorize visitors into different lists based on their actions.

For example, if someone visits Product Page A but doesn’t purchase anything, they would be placed in a list specifically for people who visited that page but didn’t convert. You can then target this list with display ads related to the product they were interested in. This encourages them to reconsider choosing your brand over your competitors.

How to Set Up a Retargeting Campaign

1. Install a Tracking Pixel – Use Google Ads, Facebook, or LinkedIn pixels to track visitors.
2. Segment Your Audience – Retarget users based on actions like cart abandonment or page visits.
3. Create Personalized Ads – Tailor messaging to address user behavior.
4. Use Dynamic Retargeting – Show users the exact products or services they viewed.
5. Optimize Ad Frequency & Budget – Avoid overexposure and maintain a balanced ad spend.

💡Pro tip: Retargeting is more effective if you know who exactly you’re reaching out to. A website visitor identification tool like TrafficID makes this possible. Learn how TrafficID can deliver better results in this guide: Retargeting 101: How to Make The Most of Your Website Visitor Insights 

7. Google Shopping Ads

Google Shopping ads give users a window-shopping experience on the internet. They can easily browse through different products from multiple companies without having to click through each website individually.

Additionally, these ads enable businesses to showcase their product images along with prices so that users know exactly what they’re getting before clicking on the listing – this helps increase conversion rates significantly.

Shoppers may see additional information such as star ratings or special offers like free shipping which further entices them into buying.

How to Set Up a Google Shopping Ad Campaign

Step 1: Set Up Google Merchant Center

• Create a Google Merchant Center account.
• Upload product data via a product feed (manual entry, spreadsheet, or automated API integration).
• Ensure your product feed includes titles, descriptions, images, pricing, availability, and GTIN/UPC codes.

Step 2: Link Google Merchant Center to Google Ads

• Navigate to Google Ads > Linked Accounts > Google Merchant Center.
• Enable synchronization between the two platforms.

Step 3: Create a Shopping Campaign

• In Google Ads, go to Campaigns > New Campaign > Sales.
• Select Shopping Campaign and choose Smart Shopping (automated) or Standard Shopping (manual control).

Step 4: Define Your Bidding and Budget

• Choose a bidding strategy: Maximize clicks, Target ROAS (Return on Ad Spend), or Manual CPC.
• Set a daily budget based on expected traffic and conversions.

Step 5: Optimize Product Listings

• Use high-quality images with a clean background.
• Write compelling product titles and descriptions using relevant keywords.
• Ensure accurate pricing and availability to avoid disapproval.

💡Pro tip: If you need to write hundreds of product pages, BrandWell can help. Its AIMEE chatbot, along with 30+ AI agents, is specifically trained to write effective ad copy for all types of formats and platforms.

Here’s an example of a product page written by the Amazon Listing Expert agent:

8. Influencer Marketing

Influencer marketing is all about collaborating with social media influencers to promote products or services to their followers.

Influencer programs have revolutionized the way brands reach their target audiences. These influencers have the potential to build a sizable following and establish an intimate connection with their audience, making them the perfect channel for brands to promote their products or services through sponsored content.

How to Roll Out an Influencer Marketing Campaign

Step 1: Identify Your Goals

Are you looking to increase brand awareness, engagement, or sales?

Step 2: Find the Right Influencers

Choose influencers whose audience aligns perfectly with your brand. Use platforms like Upfluence and Aspire, or do manual research on Instagram, YouTube, and TikTok to find the right partners.

Step 3: Choose a Collaboration Type

You can promote your products through sponsored posts, product reviews, giveaways, or brand ambassadorships.

Step 4: Set Clear Terms & Deliverables

Clearly define expectations upfront to avoid unnecessary headaches later. Set content guidelines, posting schedules, and compensation.

Step 5: Track Performance

After each campaign, pay close attention to performance metrics to ensure that your efforts are paying off. Use UTM parameters, affiliate codes, and engagement metrics to measure ROI.

If executed correctly, influencer marketing can significantly increase brand awareness, drive engagement, and boost conversions.

9. Email Marketing

Email marketing is a popular advertising strategy where businesses pay to send promotional messages or advertisements directly to a targeted audience’s email inbox.

These campaigns are designed to engage with current customers, attract potential customers, and promote products, services, or special offers.

Email marketing remains one of the most cost-effective ways to nurture leads and drive conversions.

Key elements of a paid email advertising campaign:

Targeting: Successful email campaigns rely on precise audience targeting. Marketers often segment their email lists based on factors like demographics, past purchase behavior, location, and interests. This segmentation ensures that recipients receive relevant and personalized content, increasing the chances of engagement and conversions.

Content Creation: The content of the email is crucial for capturing the recipients’ attention and encouraging them to take action. Emails should be visually appealing, well-written, and include a clear call-to-action (CTA) that directs the reader to the desired action, such as making a purchase or signing up for a newsletter.

Frequency and Timing: Striking the right balance between the frequency of emails and the optimal timing of sending them is essential. Over-sending emails can lead to high unsubscribe rates and a negative perception of the brand. On the other hand, sending too few emails might result in missed opportunities.

A/B Testing: Split testing is an effective way to optimize the effectiveness of email advertising campaigns. This involves sending different versions of an email to small segments of the audience and measuring which version performs better. The insights gained from A/B testing can be used to refine the content, design, or CTA of the email.

Compliance with Regulations: Businesses must comply with email marketing regulations, such as the General Data Protection Regulation (GDPR) in Europe or the CAN-SPAM Act in the United States. These regulations require obtaining explicit consent from recipients before sending them marketing emails and including a clear opt-out mechanism in each message.

Email Service Providers (ESPs): Companies often use Email Service Providers to manage their email campaigns efficiently. ESPs offer features like list management, email templates, automation, analytics, and tracking, which make it easier to run successful email marketing campaigns.

How to Launch a Successful Email Marketing Campaign

Step 1: Build a High-Quality Email List

• Use lead magnets such as free ebooks, webinars, or discounts to encourage sign-ups.
• Collect emails through your website, social media, and paid ads.
• Ensure compliance with GDPR and CAN-SPAM regulations.

Step 2: Segment Your Audience

• Demographic Segmentation – Age, location, gender, job role.
• Behavioral Segmentation – Purchase history, engagement level, website activity.
• Lifecycle Stage – New subscribers, active customers, inactive users.

Step 3: Craft Compelling Email Content

• Write a catchy subject line to boost open rates.
• Keep emails concise and visually appealing.
• Use personalization (e.g., first name, previous purchases).
• Include a strong CTA that aligns with the email’s purpose.

Step 4: Choose the Right Email Platform

• Mailchimp – Great for beginners with automation options.
• Klaviyo – Ideal for e-commerce brands with robust segmentation.
• Kit – Best for bloggers and content creators.
• ActiveCampaign – Advanced automation and CRM integration.

Step 5: Optimize for Deliverability & Performance

• A/B test subject lines, email copy, and CTAs.
• Monitor key metrics like open rate, click-through rate (CTR), and conversions.
• Use automation to send behavior-triggered emails (e.g., abandoned cart emails).
• Maintain a clean email list by removing inactive subscribers.

Need help writing hundreds of engaging emails that don’t sound repetitive? Here’s how BrandWell makes it easy:

Paid online advertising can be an effective way to reach a target audience and achieve marketing objectives. However, like any marketing strategy, it also comes with its own set of hurdles.

Challenges in Paid Advertising

If you’ve ever felt like you’re throwing money into ads without seeing results, you’re not alone. Here are some of the biggest challenges marketers face — and how to tackle them.

Rising Costs and Fierce Competition

As more businesses jump on the paid ads bandwagon, the competition is heating up. This means higher cost-per-click (CPC) and cost-per-acquisition (CPA), especially in industries like finance, SaaS, and eCommerce. If you’re not careful, ad costs can eat up your budget fast.

The key? Constant optimization.

Experiment with different bidding strategies, narrow your targeting and focus on high-intent keywords or audiences that are more likely to convert.

Ad Fatigue and Banner Blindness

Ever scroll right past an ad without even noticing it? That’s ad fatigue in action.

Users are bombarded with ads daily, so they’ve learned to ignore them.

The solution? Keep your creatives fresh. Swap out images, test new ad copy, and try different formats like video or interactive ads to grab attention.

Running the same ad for months? It’s time for a refresh.

Algorithm Changes Can Wreck Your Strategy

Just when you think you’ve cracked the code, Google or Facebook rolls out an update that messes up your campaign.

Platforms constantly tweak their algorithms, affecting how your ads are delivered and who sees them.

To stay ahead, keep an eye on industry updates and be ready to pivot. Diversify your ad spend across multiple platforms so you’re not overly reliant on one.

Ad Blockers and Privacy Restrictions

More people are using ad blockers, and new privacy laws (think GDPR and iOS tracking changes) are making it harder to target users effectively.

If your ads aren’t getting through, focus on first-party data — build an email list, create retargeting audiences from website visitors, and use AI-driven tools to refine your targeting.

Poor Targeting Can Drain Your Budget

Spending money on ads that don’t reach the right people? That’s a recipe for wasted budget.

Generic targeting can lead to low engagement and missed opportunities.

Instead, refine your audience segments. Use lookalike audiences, behavioral data, and retargeting to make sure your ads are reaching the right people at the right time.

Clicks Don’t Always Mean Conversions

Getting people to click on your ad is just the first step. If they land on a slow, confusing website, they’ll bounce right off.

Make sure your landing page is optimized — fast loading, mobile-friendly, and crystal clear about what you’re offering.

A/B test different elements like CTAs, headlines, and layouts to see what works best.

Tracking and Attribution Can Get Messy

One of the trickiest parts of paid advertising is figuring out which ads are actually driving sales. With multiple channels in play, it’s hard to track exactly where conversions are coming from — especially with privacy updates limiting tracking.

Use UTM parameters, server-side tracking, and GA4 to get a clearer picture of your ad performance.

Managing Multiple Platforms is a Full-Time Job

Running ads on Google, Facebook, Instagram, LinkedIn, and TikTok all at once? That’s a lot to juggle.

Each platform has its own targeting options, ad formats, and bidding strategies.

To stay sane, use automation tools to streamline campaign management and analytics.

Or, if your budget allows, consider hiring a specialist to manage your ads efficiently.

Ad Placement and Visibility Issues

Not all ad placements are created equal. Sometimes, your ads might show up in low-quality placements, like spammy websites or at the bottom of a page where no one looks.

Poor placements lead to low engagement and wasted ad spend.

The fix? Manually review and exclude poor-performing placements (especially on display networks), and use premium ad placements or direct deals when possible.

Ad Fraud is a Growing Problem

Fake clicks, bot traffic, and fraudulent impressions can drain your ad budget without driving real results. Click fraud and bot activity are especially common in display and programmatic advertising.

To reduce risk, use fraud detection tools like ClickCease or Fraudlogix, and work with reputable ad networks that have strong anti-fraud measures in place.

Ad Approval and Compliance Can Be a Headache

If you’ve ever had an ad rejected for no clear reason, you know how frustrating this process can be.

Each platform has strict guidelines on content, wording, and targeting, and sometimes ads get flagged unfairly.

If your ads are constantly getting disapproved, review platform policies carefully, appeal when necessary, and avoid using trigger words or restricted content that could violate guidelines.

How to Tackle These Challenges?

The best way to stay ahead in paid advertising is to test, adapt, and stay informed.

Keep optimizing your campaigns, invest in first-party data strategies, and use automation tools to make management easier.

Above all, be willing to experiment and pivot — sometimes, the best-performing ads come from unexpected ideas.

FAQs – Types of Paid Advertising

What are the types of paid ads?

Paid ads come in various formats, including:

• Search Ads – Appear on search engines like Google and Bing.
• Display Ads – Visual banners placed on websites and apps.
• Social Media Ads – Paid promotions on platforms like Facebook, Instagram, and LinkedIn.
• Video Ads – Advertisements shown on YouTube, TikTok, and other video platforms.
• Native Ads – Ads designed to blend with website content.
• Shopping Ads – Product listings on search engines (e.g., Google Shopping).
• Remarketing Ads – Target users who previously interacted with a brand.

What is an example of paid advertising?

A Google Search Ad is a common example of paid advertising. When a user searches for “best running shoes,” a sponsored result appears at the top of Google with a small “Ad” label, directing users to the advertiser’s website.

What is a paid form of advertising?

A paid form of advertising is any marketing strategy where businesses pay to display ads to a target audience. Examples include Google Ads, Facebook Ads, sponsored influencer posts, and YouTube pre-roll ads.

What are the types of PPC advertising?

Pay-per-click (PPC) advertising includes several formats:

• Search PPC – Text ads appearing in search engine results (e.g., Google Ads).
• Display PPC – Banner ads on websites and apps.
• Shopping PPC – Product-based ads on search engines.
• Social PPC – Paid ads on platforms like Facebook, Instagram, and LinkedIn.
• Video PPC – Paid video ads on YouTube and TikTok.
• Remarketing PPC – Ads targeting users who previously visited a website.

Conclusion

Paid advertising is one of the most powerful ways to grow your business — if you know how to use it effectively.

From PPC and social media ads to native advertising and influencer marketing, each strategy has its own strengths.

The key to success? Smart targeting, constant optimization, and compelling ad copy that grabs attention and drives action.

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BrandWell’s short-form content writer can generate engaging, conversion-focused ad copy in seconds.

Whether you need headlines, product descriptions, YouTube scripts, or CTA ideas, this AI-powered tool helps you craft ads that perform.

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