What Are the Four Types of Advertising?

What Are the Four Types of Advertising?W

e’ve all been there. You start reading an article, browse around the bottom for the advertising, read it then have to leave to catch a bus.

Advertising is everywhere, but with all the choices out there, how do you choose between them? The easiest way to compare different types of ads is to know their main purpose: for sales, for price comparisons, for brand awareness or to make people aware of a new product.

The four types of ads

There are four main advertising types.

Paid search and display are the most powerful in terms of effectiveness. Content marketing is the least effective of all.

Paid search

There are two main types of paid search: organic search and sponsored ads. You may use both these types, but you probably use organic search more than sponsored ads.

Why? Because sponsored ads are more susceptible to fake clicks and expensive traffic to your website.

Image caption Think content, not ads

They often give you a link which points to some advertisement somewhere on the web. If you do search for that something (and you’ll often do) you’ll see an advert. It will be either at the top of the page or near the bottom.

When you click on it you might be asked to sign up for something, to buy something, to take advantage of some special deal, to fill out an application, or just to read something about something else. But you won’t see a review of what you’re buying. You won’t get information about it.

That’s why sponsored ads are often linked from your homepage, not from some random blog post.

Advertisers are doing lots of “quality control” when they put ads in the top of a Google search result. They will test a few keywords at the beginning to make sure that their ads link to the right pages, they’ll make sure that the links they provide to the original source sites link back to the original site, they’ll make sure that the links lead to the same page on the website that’s advertising their product and they’ll make sure that the page linked to has all the “best” information available about their product.

They try to make sure that when the user clicks on the ad, they’ll be given all the information they need about the product in a way that’s readable and understandable.

After all, the users are searching for something specific and there’s a good chance they’ll be confused by ads that don’t make sense.

Paid search ads will often be accompanied by a keyword that’s aimed at the relevant search query. That keyword will tell you whether the ad is being shown as “sponsored” or “organic”.

Video ads will usually be an additional tool to attract a user who’s looking for something related to your product.

Display

Search ads are displayed at the top of the page and usually at the top of the Google search results. They’re displayed as animated boxes at the top of the page. You can’t hide them and they will stay there until you click on them.

Image caption Ads for sponsored content

This is often described as a “graphic or image ad”, although in practice that’s misleading. It’s more like a text ad with a graphical overlay (or sometimes without the overlay).

Display ads are a bit like a banner ad. You usually only see the ad once and then you can click on it or leave it there. You’ll usually see an ad for something related to what you searched for, not for another product of the same type.

Display ads are targeted so that ads will be targeted to the appropriate type of user. If you search for a person’s name, an ad will show for you. If you search for a job, an ad will show for you. If you search for a type of video game, an ad will show for you.

More likely than not, the ad will be linked to something that you find interesting. It’ll probably be related to a person you’d be interested in, or it might be related to a company that you’re interested in.

Note that you might see an ad for a product that’s not related to the search you’re doing. When this happens, the advertiser is targeting your search even if you didn’t click on it. They’ll target you if you were trying to find a way to buy something they’re selling.

Adverts often include links to the original content, although they might be embedded.

For example, if you search for a video game you may see an ad for something related to the game that’s part of a massive ad campaign. An advertiser will probably want you to see that ad because they want you to think about their video game.

In a similar way, if you search for a job ad, you might see an ad for a company that’s hiring. This would be like the job ad but it would be related to the actual topic that you’re trying to look for in your job.

Organic Search Results

As I mentioned above, organic results are often much lower quality than sponsored search results. However, the main difference between the two is that organic results tend to have higher quality content and you’ll see a link to the website that published the information. You’ll often see a link to that website’s page on the right hand side of the page and the link will include a clear description of the information you’re looking for.

Organic results will have a red “Ads” tag on them. If you click on the tag, you’ll be taken to the website that is the source for the relevant information. When you click on it, you’ll usually get a clear explanation of what you’re looking for and if you see a web link to an actual page, you can click on it.

When I was at SEMrush we had a funnel of users that came through our website. This meant that they either left the website and clicked a link on our search ads or they went to our website and clicked a link on our organic results.

In some ways, these would be like two different users who started on a different page of our funnel but ended up on the same page. They were both looking for the same thing.

The users in the funnel that went through our organic results were either:

Looking for help with a specific problem

Looking for a website

Looking for a related article

Looking for something related to a specific topic (although sometimes they were looking for different things)

The people in the funnel that went through our sponsored search results were:

Looking for a specific information or item

Looking for a professional review

Looking for a specific video game or game type

Looking for a magazine or publication

There are a few things that a good advertiser will do that I don’t like:

I don’t like that you can only see the advertiser’s homepage if you click on the tag. This means that if the advertiser is targeting someone for something specific, they can put a link on the homepage to their website which isn’t in the funnel. If they do this, I don’t like that you can only see the advertiser’s homepage if you click on the tag. This means that if the advertiser is targeting someone for something specific, they can put a link on the homepage to their website which isn’t in the funnel.

I don’t like that there is no indication of what you’ll be getting when you click on a link. I want to know if I’m going to be directed to an ad, to a website, or if I’m going to see a video or short informative video.

I don’t like that there is no indication of how long the video is. I don’t like that there is no indication of how long the video is. I don’t like that there is no indication of how long the video is.

Sponsored Search Results

If you’re lucky, there might be a video on the sponsored search results page and a small description of what you’ll be seeing on the video is displayed at the bottom of the page. This might be something like “Rackspace is a leading cloud solutions provider dedicated to providing an exceptional customer experience”.

If you’re not so lucky, there might be a little box at the top of the page. You can click on this to see the video and, if you’re lucky, you’ll also be shown a small window that shows the video and the description.

I’ll talk more about the video content later in this guide, but the vast majority of videos on a sponsored search results page is to do with the customer service section of the website. There’s usually some sort of video of the person at the company that you’re trying to get help from. Some have a survey and some don’t. Some have written content like a tutorial video and some don’t.

The videos vary in length and in content. The time between when the video starts and when you’re taken to a customer service page on the website depends on the specific video.

Sometimes a video lasts for three minutes or less. Sometimes they are quite long. The average length of sponsored search results videos that I’ve seen ranges from 30 seconds to a few minutes. If there is content that has been uploaded to YouTube then it may appear on the sponsored search results page.

The average cost per click of a sponsored search results page is somewhere between $0.50 to $1.00. At $1.00 per click, the cost of running the test is $250 for the day.

There are four different types of video on a sponsored search results page:

A video tutorial

Videos that show step-by-step guides to things you can do on the website. Typically they are behind a toggle and you’re given a couple of seconds to press a button to skip to the next step.

A Brief Video

Videos are around a few minutes in length. Often they include text on them, like an overview of a section on the website.

Large Photo Gallery

Photos that are around three to five minutes in length. They might have a clip of the person who has taken the photo explaining how they took the photo and what the photo is of.

An Infomercial

Videos are around a couple of minutes in length. Usually they are about 15 seconds in length, contain text on them and have a promotional link to the advertiser’s website at the bottom.

Final Thoughts on What Are the Four Types of Advertising?

There are four main types of adversting. Paid search, display ads, organic searches, and sponsored ads.

Do you want to learn more about charisma? Check out these Best Books on Advertising.

This page may contain affiliate links. This website may contain content that comes from Amazon. This website and its pages are not intended to constitute legal, financial, or tax advice. The information on this website and its pages are not intended to constitute investment advice and all content are the views and opinions of the author(s), contributors, or administrators. Please read our disclaimer for more info.

Hi. My Name is

James Gheen

Welcome to the Bigger Investing website. I’m here to help you find the resources, motivation, and guidance for all entrepreneurial, investing, business, career endeavors, and more, so that you can invest in what’s most important. Your mind!

My focus is to equip you with expert sources, books, guides, articles, and more to help you achieve your personal goals.

Want to learn more? Take a look.

getabstract ad


Read in Graphics

Rich Dad Summit Ad

Best Books on Technology Industry

Best Books on Technology Industry

echnology in our society is something that helps us in many ways. It has changed the way we work, communicate, do business, and even how we learn. This blog post will provide you with a list of some great books on the technology industry to help...

What Businesses Use Telemarketing?

What Businesses Use Telemarketing?

elemarketing is a marketing technique that has been in use since the 1930s. It was developed to help businesses and individuals reach out to customers and potential clients by phone. Businesses of all sizes can benefit from telemarketing, but...

How Do I Start a Telemarketing Business?

How Do I Start a Telemarketing Business?

fter you have thought about the potential of a telemarketing business and decided it is for you, there are many steps to take before launching your company. First, find an office space that will suit your needs and then start looking for...

Best Books on Telemarketing

Best Books on Telemarketing

he most important part of a telemarketing campaign is the initial contact. This is where you make your pitch, and to do this effectively, you need to know what script to use. A good book on telemarketing will guide you through every step of the...

What are the Seven Rules of Negotiation?

What are the Seven Rules of Negotiation?

egotiation is a crucial skill to have in any business. It can be used not only with clients but also internally to get the best terms for your company and employees. While there are many different ways to negotiate, some of the most important...

What are Good Negotiation Skills?

What are Good Negotiation Skills?

he ability to negotiate is one of the most essential skills that a person can have. Negotiation is not only important in business, but it's also an important skill in life. The way you negotiate will determine your future success and happiness. A...

What is the Key to Successful Negotiation?

What is the Key to Successful Negotiation?

here are certain things you should never do in a negotiation. When I was just starting out, these were some of the most difficult lessons for me to learn. If you want to be successful at negotiating, there are three basic principles that will help...

How Do You Counter Offer a Salary?

How Do You Counter Offer a Salary?

t can be really difficult to counter offer a salary. When it comes down to it, you want the job and they want you. So how do you turn this situation into an advantageous one? The first thing is to know what your worth is. It may seem like a...

How Do You Start a Negotiation?

How Do You Start a Negotiation?

here are many ways to start a negotiation, but you need to keep in mind that the person on the other side of the table is just as nervous and scared about it as you are. You can make them feel more comfortable by starting with an ice breaker...

What Makes a Good Sales Negotiator?

What Makes a Good Sales Negotiator?

f you're in the market for a good sales negotiator, it's important to know what makes somebody successful at this job. First of all, they have to be able to negotiate well and get their clients the best deal possible. They also need to understand...

What is a Lettings Negotiator’s Salary?

What is a Lettings Negotiator’s Salary?

hat is a lettings negotiator's salary? This question should be on the mind of any prospective rental tenant. The negotiation process can be confusing, and knowing what to expect can help make it less stressful. The first thing to consider is that...

How Do You Deal with a Hard Negotiator?

How Do You Deal with a Hard Negotiator?

f you want to successfully negotiate a deal, it's important that you know how to handle someone who is hard-headed. These people are difficult and will not budge on their prices or demands. In this blog post, we'll discuss strategies for dealing...

What is the Most Important Attribute of a Negotiator?

What is the Most Important Attribute of a Negotiator?

negotiator is someone who helps two parties reach an agreement. What are the most important skills needed for this job? The answer to that question depends on what type of negotiation you're doing. In a business negotiation, it's important to be...

What Are the Characteristics of a Good Negotiator?

What Are the Characteristics of a Good Negotiator?

good negotiator is someone who has the ability to manage their emotions and think strategically. They are also able to communicate well with others, which can lead to building stronger relationships that could be beneficial in future negotiations....

What Country Has the Lowest Capital Gains Tax?

What Country Has the Lowest Capital Gains Tax?

he United States has one of the highest capital gains taxes in the world. It's a whopping 39% on long-term capital gains and 20% on short-term capital gains. If you're looking for a country with lower tax rates, look no further than Estonia. The...

Are There Any Tax Shelters Left?

Are There Any Tax Shelters Left?

here are many different tax shelters, and some of them are more popular than others. One of the most popular is a retirement account such as an IRA or 401k, but there are other options out there. In this blog post, we will explore these...

How Do Billionaires Avoid Taxes?

How Do Billionaires Avoid Taxes?

illionaires have a lot of money and they don't want to pay taxes on it. That seems pretty simple, right? In reality, their tax avoidance is more complex than you might expect. We're going to take a look at the different strategies that...

How Do Tax Havens Make Money?

How Do Tax Havens Make Money?

ax havens are a hot topic these days. They make money by helping businesses, wealthy individuals, and other investors keep their money away from the taxman. This is done in a variety of ways including bank secrecy laws that limit the amount of...

What is Called a Tax Haven?

What is Called a Tax Haven?

tax haven is a country or territory that offers favorable tax rates to foreign individuals, corporations, and other business entities. Tax havens can be either onshore or offshore and are typically characterized by strict banking secrecy laws in...

What is the Benefit of Being a Tax Haven?

What is the Benefit of Being a Tax Haven?

here are many benefits of being a tax haven, which is why so many people are drawn to this type of business. One of the main reasons that businesses choose to move their headquarters offshore is for the purpose of escaping high taxes and...

Is Switzerland a Tax Haven?

Is Switzerland a Tax Haven?

Switzerland is a small, landlocked country located in the Alps. It has been called a tax haven because it does not impose any taxes on personal income or capital gains - but is it really? Switzerland has one of the highest rates of taxation in...

How Can I Live Tax-Free?

How Can I Live Tax-Free?

any people are asking themselves this question. The answer is to move to a state that doesn't have any income taxes or sales tax, and then you will be able to live without having your hard-earned money go towards the government. It's not as...

Where Do the Rich Hide Their Money?

Where Do the Rich Hide Their Money?

he rich have a lot of money, so it is no surprise that they are always looking for ways to protect their assets. However, the question remains: where do they hide their cash? It can be hard to find out what people with a lot of money are doing...

Which Country Has No Tax?

Which Country Has No Tax?

axes are a big deal. In some countries, they cover up to 50% of the GDP. Some people believe that it would be better if there was no tax at all because that means each citizen's earnings will grow faster and more evenly. But which country has no...

Is Dubai a Tax Haven?

Is Dubai a Tax Haven?

he United Arab Emirates is a popular destination for ex-pats and internationals alike. The country has developed rapidly in the last 20 years, becoming one of the wealthiest countries in the world. But there are many who question whether Dubai is...

Are Tax Havens Good or Bad?

Are Tax Havens Good or Bad?

here are many arguments for and against the use of tax havens such as Switzerland, Luxembourg, or Barbados. Proponents argue that they are essential to free trade by protecting investments from taxation in other countries. Opponents claim it is a...

How Does a Tax Havens Work?

How Does a Tax Havens Work?

tax haven is a country with nominal taxes that have low or zero taxation on certain types of income. These countries typically offer favorable regulations for businesses and individuals to help them attract more capital. Tax havens can be used as...

Which Country is the Best Tax Haven?

Which Country is the Best Tax Haven?

he tax havens are a legal way of hiding money from the IRS. They allow people to put their wealth in offshore accounts, which don't have to be reported on any taxes until they're withdrawn. The United States government has been trying for years to...

Are Tax Havens Legal?

Are Tax Havens Legal?

ax havens are a controversial topic. Some people believe that tax havens are illegal, while others think they can be legal. In this article, we will explore the legality of tax havens to help you make an educated decision about whether or not it...

Best Books on Tax Havens

Best Books on Tax Havens

he best books on Tax Havens is a list of some of the most popular and reputable books that can help you learn about how to reduce your taxes by taking advantage of countries with low or no taxation policies. Whether you want to find out about the...