Digital Advertising

Display Advertising and PPC



Display advertising plays a vital role in digital marketing, for both call to action campaigns and brand awareness campaigns and can be the best option if you are aiming for the biggest net audience.  You may know it as banner advertising, and this can be a relatively cheap method of exposing your brand to large numbers of  potentially relevant audiences.  You are able to target your audience by interests, location, or even browsing history.  Display advertising offers an avenue to get your brand or products in front of internet users across the world.

Unlike search adverts, display adverts appear on actual websites rather than in search results. Adverts are delivered through various networks, the largest of which is the Google Display Network – where there are over 2 million sites.

Although display adverts might achieve lower click through rates than concentrated search advertising campaigns, this is offset by the benefits of increased exposure and brand awareness.



Pay per click (PPC) is a form of advertising that the advertiser only pays for when someone clicks on your advert, so in other words, when it has worked.

Google AdWords is the system Google has developed to assist those looking to promote their business in the Google Search Engine.   It allows you to place search results for your website on a search engine results page (SERP) by paying for them.  This is referred to as ‘paid search’.

Research can be done on the keywords that people are using to search for your services and you can set your own keywords that you want to serve your ad in response to.  There will be other businesses looking to serve the same target market using those terms and your rivals can bid for the same search terms.  Obviously the more you pay-per-click (PPC) the more likely your ad will appear in the search results.


As well as how much you have bid, Google also takes into account how relevant and useful your ad is to the searcher and the search terms they’ve used. It also looks at how many clicks your ad has received previously, also known as its click-through rate (CTR) and how relevant your landing page is.


If your strategy identifies objectives of brand awareness as oppose to call to action, you may want to consider the option termed cost-per-impression (CPM). This is where you pay the search engine for every 1,000 times your ad appears on the SERP and the user doesn’t have to click-through.


Clockwise can help with a strategy for your digital advertising as well as the scheduling and implementation.