PPC is the most common type of digital advertising and for good reason. This type of advertising gives you the power to target ads to a specific audience and only pay if the ad is clicked.

Not only does this mean that the ads will be seen by the correct consumers, but you will only have to pay for consumers that are already interested in your goods or services. This makes PPC ads a cost-effective option for small businesses.

Unlike PPC ads, CPM ads are purchased based on impressions. Impressions are made whenever an ad appears on a consumer’s screen. 

These types of ads are most effective when trying to build brand/consumer awareness. They are not necessarily meant to DRIVE sales but can be extremely effective.

Search advertising is a type of PPC advertising used to place ads at the top of SERPs (Search Engine Results Pages).

This is done by selecting certain keywords in certain locations to show up as branded search results. Paid search ads will be placed above any sites that are only utilizing organic SEO methods.

Social media can be used as a tool to connect customers with businesses, maintain relationships and increase brand awareness. However, it is also an effective advertising platform. 

By utilizing boosted posts, display ads and consistent engagement, a small business can drive an enormous amount of business through their social media channels. Facebook alone directly or indirectly influences 52% of ALL purchases (LyfeMarketing).