PPC and Digital Display Advertising

Advertising on the internet is more and more often becoming the way businesses advertise their services and products. Because so much is now digital, businesses must go where the people are. And the people are online. Another reason advertising has largely moved to the digital sphere is because digital media allows for much more agility, which means you can collect data on the ad in real time and quickly make changes if needed.

There are many and varied ways to advertise online. One of them is to utilize PPC or pay-per-click and display ads. These are very useful devices to use when marketing in the digital sphere because they grant the ability to constantly change which is helpful in reaching the right audience in the most effective way.


Agile Approach

Pay-per-click and display advertising also work well with the agile marketing approach. This is because these types of advertising allow for testing, analysis, and improvement. If specific keywords or images don’t work, the ability to rapidly change and alter the ads will be available. The strategy and planning process for PPC and display is also a great fit for agile. The questions don't all have to be answered at one time. The whole process is a constant testing and revising of important keywords. The ability to track the results and responses in real time allows a business to be able to better understand and refine the specifics of advertisement and how it can be better improved to attract more traffic.


The main premise of pay-per-click advertising is that a business will pay a website or search engine (more often a search engine) a small fee every time their ad is clicked on. It might seem counterintuitive, but it often pays for itself. When you think about it, if a company pays three dollars for every time someone clicks on their ad, and then each click leads to a three hundred dollar sale, the profit margin is high. It also makes tracking activity and traffic easier because a charge is put through for every click. This means knowing exactly where and when everything is coming from.

One of the most popular platforms for PPC is Google AdWords. There, businesses bid on certain keywords pertaining to their specific industry and their specific audience of stakeholders which then are used within the website. When a search for that keyword is made, Google goes through pages for the relevant keywords related to the search. The websites with the most relevant keywords to the search are listed higher. But keywords are not all that Google uses to decide which ad will show up when a search is initiated. The usefulness and relevancy of the website's landing page are also an important factor and can bump a website up on the list when a search is activated.

Display Advertising

Display advertising is slightly different than PPC because it acts more like a billboard on a website that contains related content and one which has agreed to show ads. These types of ads are not usually pay-per-click. They can come in a variety of formats such as text, images, video, and audio. Display ads can often be referred to as banner ads as they function like a banner hung on a wall. They are usually simply a general advertisement or brand message for the purpose of promotion and fostering awareness.