Which Paid Advertising is for me?

August 20, 2020

Welcome back to the Luxury Marketing Agency blog where we share insights into our latest projects, guest interviews and offer our views on a range of subjects related to digital marketing. In today’s blog post we offer an introduction to two of the most popular forms of pay per click advertising - Google Ads and Paid Social Media.

As a luxury digital agency we take pride in offering a multi-channel approach to assisting our clients with their marketing requirements. Within any great campaign a flexible and varied approach to acquiring traffic is a must. By carefully targeting potential clients across multiple channels it is possible to widen the reach of campaigns and engage with perspectives in their preferred channel. As such,a  luxury SEO agency like ourselves is multi-disciplined and work with each client to understand what approach works best for them. PPC stands for pay-per-click, and is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. We can break down PPC into the following:


  • Google Adwords 
  • BingAds


  • Google Ads
  • Social Media advertising 


  • Google Ads
  • Social Media advertising 

According to one of our favourite podcasts, The Internet History Podcast, “Google Adwords is the greatest invention within the history of marketing. It allows us to meet the searcher at the exact point of intentionality….It is almost as if you walk into a shop and are presented with the exact thing you are looking for.” We love this analogy as it both is a powerful statement as to the reach and flexibility of Google Ads as well as a beautiful analogy. Google Ads (paid search advertising) works by advertisers bidding for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. The advert appears based on keyword searched and every time an ad is clicked a fee is paid. 

What are display ads/ retargeting ads?

Display and retargeting ads can refer to various types of adverts that are shown to internet users. Generally speaking, display advertising is built out of customer profile and the creation of demographics and often targets users who are familiar with the brand. Within display marketing there exists a number of methods: 

  • Display - building out demographics and serving adverts to them - may or may not have interacted with the website or brand previously. 
  • Banner Ads: One of the oldest and traditional forms of advertising, banner ads usually appear at the top of websites in a “banner” format. 
  • Interstitial Ads: These ads appear as web pages that are served to users before they are directed to the original page they requested. . 
  • Video Ads: The YouTube advertising platform, as well as social networks like Instagram and Facebook, have opened a whole new avenue for marketers. 
  • Retargeting Ads. Retargeting is effective because it focuses  advertising spend on people who are already familiar with a  brand and have recently demonstrated interest.

What is paid social media?

Paid social media is a method of displaying advertisements or sponsored marketing messages on popular social media platforms, and targeting a specific sub-audience. Pay-per-click advertising, branded or influencer-generated content, and display ads are all examples of paid social media. Paid social media can also be the types of adverts that you see when using social media platforms where an advertiser has created an audience set which you fall in to.

Overall, the right paid marketing channel(s) can lead to tremendous success and, like with many things, a good balance between the available types is important. For more information about our pay per click advertising agency work, contact us via 07835 233607 or at hello@theluxurymarketingagency.com 

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