Types of online ads explained
Online advertising is a family of formats that work in different ways. Knowing the main ones makes reports and proposals much easier to understand.
Search ads
Text ads that appear when someone searches. You choose keywords, and the ad shows when a search matches. These reach people with a need right now, so they suit local services and high-intent purchases. They are usually paid per click.
Display ads
Image or animated ads on websites, apps and other places outside search. People are not searching for you, so display is better for awareness and for reminding people who already know you. It is often priced per thousand impressions or per click.
Social ads
Ads in the feeds and stories of social platforms. They are matched to people by interest, location and behavior rather than by search. They suit products people buy by browsing, events, restaurants and building an audience. Creative quality matters a great deal.
Video ads
Ads in video form, shown before or beside other videos or inside social feeds. Good for explaining something or showing it in use. They are often judged by views and watch time as well as by what viewers do next.
Shopping ads
Product listings with a picture, price and store name, drawn from a product feed you provide. They suit online stores. People see exactly what they would buy before they click.
Remarketing ads
Ads shown to people who already visited your site or interacted with your business. They are a way to stay in front of people who showed interest, and often cost less per conversion than ads to cold audiences.
Quick comparison
| Type | Where it appears | Best for | Common pricing |
|---|---|---|---|
| Search | Search results | People ready to act | Per click |
| Display | Websites and apps | Awareness, reminders | Per thousand or click |
| Social | Social feeds and stories | Browsing buyers, events, awareness | Per click or thousand |
| Video | Video sites and feeds | Explaining, showing | Per view or thousand |
| Shopping | Search and shopping results | Online stores | Per click |
| Remarketing | Across sites and social | Past visitors | Per click or thousand |
Which to choose
Start with the format that matches how your customers decide. If they search, begin with search. If they discover, begin with social. Add others when one is working. Try the metrics calculator to compare results across formats on the same footing.