Online advertising can be grouped by placement, creative format or commercial arrangement. Those categories overlap: an affiliate promotion might use a video, and a native ad might appear in a feed. Use these six groups to compare options, then choose the platform and buying model that fit your objective.
1. Display ads
Display advertising places visual creative on websites or apps. Banners, responsive units and interstitials are examples, but available sizes and behavior depend on the publisher or network. A moving or floating ad is not automatically more effective because it is harder to ignore.
Check actual placement quality, mobile legibility, accessibility and destination consistency. Control where possible how often the same person sees the ad. Distinguish an impression from a viewable impression, attention and a sale; they measure different things.
2. Search ads
Search ads can reach people looking for something related to an offer. A query can suggest intent, but it does not prove that the person is ready to buy. Use relevant keywords, exclusions, suitable locations and a clear destination. Research powerful tools for the task you need rather than assuming a tool can guarantee profitable traffic.
PPC describes charging, not an ad format
Pay per click means a charge is associated with a click under the platform’s billing rules. Search campaigns often use click-based buying, but PPC also exists elsewhere. A click does not demonstrate a useful visit or conversion.
A relevant landing page should explain the offer, costs and next step promised by the ad. Test the form or checkout before buying traffic.
CPM is a separate buying model
The CPM model is all about visibility rather than clicks: cost per thousand impressions. It is commonly used for display and video buying and should not be presented as the alternative search-ad format. Some products use viewable-impression billing. Read the specific buying terms; served impressions do not necessarily mean people noticed the message.
3. Video ads
Video can demonstrate a product, explain a process or tell a short story. Placement affects the creative: an in-stream ad appears around video content, while other units appear in feeds, dedicated short-video surfaces or non-video environments. Do not assume every platform uses the same definition of a view.
Google’s current video-format guide distinguishes in-stream, in-feed, bumper, Shorts and other placements, with different buying and reporting rules. Check the current format specifications before exporting creative. Captions, an understandable opening and a clear action can help viewers follow the message; none guarantees attention or sales.
4. Native and sponsored ads
Native creative follows the surrounding publication’s form, such as a sponsored article or in-feed promotion. It can serve a promotional intent, but the commercial identity should remain clear. Blending with a page is not permission to disguise advertising as independent editorial advice.
The US FTC’s native-advertising guidance explains why presentation and clear, prominent disclosure matter. Check the rules that apply in your market as well as the publisher’s labeling requirements.
5. Affiliate marketing
Affiliate marketing is a performance-based commercial relationship, not a visual format. A publisher may earn commission when a tracked action qualifies under the program’s attribution, eligibility, return and payment rules. A referral click does not always lead to a payable commission.
Reviews should reflect actual experience and disclose relevant commercial relationships. Use the FTC’s endorsement guidance when assessing US-facing promotions. Avoid fabricated tests, hidden incentives and claims the advertiser cannot support.
6. Pop-ups and pop-unders
Pop-ups appear over content; pop-unders open behind another window. These intrusive forms of advertising can interfere with the visitor’s task and may be blocked or restricted. An on-site email invitation is also different from buying third-party ad inventory, even if both use an overlay.
Use a clear close control, avoid deceptive buttons and test the mobile experience. Attention gained through interruption is not evidence of trust or buying intent.
Choose using the business outcome
Define the desired action, affordable acquisition cost and measurement method before launch. Then test a manageable combination of audience, creative and destination. Compare qualified enquiries or completed orders after costs and returns, rather than selecting a winner from clicks alone.
Meet the Author
Gael Gibbs is a results-driven digital marketer with extensive experience in creating and executing successful online campaigns. He is skilled in SEO, PPC, social media marketing, email marketing, and analytics.
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