Ends serve the means. This principle is totally applicable and the ultimate truth for any advertisement. The advertisement that does not serve the purpose of its existence is of no use. The Pay Per Click Advertising Campaign which is usually called PPC Advertising Campaign can be classified into different types on the basis of different parameters.
If we consider the parameter to be the different advertising modals, the PPC Advertising can be classified into 5 types.
1Cost Per Click : For each and every click that is generated via the search engine, the advertiser pays the search engine. Thus the PPC advertising campaign is one of the sources of revenue for the search engine. The advertiser bids a certain predetermined amount as the amount of commission. The advertiser does this for his advertisement that is positioned on the result page of the search engine. Usually the bid ranges from $0.01 to even $10 and more. Sometimes the advertisers are charged for opening an ad account with the search engine.
2Push versus Pull : This is also called as Contextual Advertising versus Search Advertising. The 'Push' is a process by which the ads are placed randomly on web pages with relevant content. The 'pull' is a method of placing sponsored links on SERPs such that the ad will be visible when the user looks for a specific keyword .
3Cost Per Impression : It is also called CPM. In this sort of PPC advertising campaign the number of impression plays a key role in determining the cost of the PPC advertising campaign. A predetermined amount per thousand impressions has to be paid by the advertiser. This PPC advertising model is famous with products that are respected a lot in the online market.
4Flat Rate : The amount of money for conducting the whole PPC advertising campaign is fixed and paid to the search engine. The standard fee levied on the advertiser may be as low as $1. While ascertaining the flat rate the number of clicks is not taken into consideration.
5Pay Per Call : In this kind of PPC advertising the advertiser pays the search engine only when the prospective customer or client call him up. This model is comparatively the latest and usually suits all types of marketers. This kind of PPC set up and can improve the conversion rate of the websites owned by the business owner.
PPC advertising campaigns can also be categorized into Sponsored match and content match.
On the basis of what they are based on, the PPC advertisements can be of 3 types:
