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PART III: DIGITAL AD TYPES AND AD DESIGN<br />
PAY-PER-CLICK (PPC) SEARCH ADS<br />
With pay-per-click (PPC) search ads, your ad is placed as a “sponsored result” on the top or side of<br />
your search engine results, and you pay for each received click. You can tailor your PPC ads to<br />
appear when specific search terms are entered, creating highly targeted ads.<br />
For many organizations, PPC ads<br />
make up the majority of their<br />
advertising spend. In fact, according<br />
to an Interactive Advertising Bureau<br />
report, in 2014, search ads<br />
accounted for $9.1 billion, or 39%,<br />
of the total internet ad revenue.<br />
PPC ads are flexible, extremely<br />
visible, and most of all, effective for<br />
many different types of<br />
organizations. They are also<br />
contextual advertisements—ads that<br />
appear when a person is searching<br />
for a particular keyword or term.<br />
As an example, you can see the PPC<br />
ads that appear for the keyword<br />
“sunglasses”. You can see the<br />
individual ads on the top and on the<br />
right-hand side of the Google<br />
search results.<br />
PPC Ad Examples
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