Advertising is when you ‘pay’ for a placement or message to be displayed to a targeted audience, depending on your objective.

Whether you are raising brand awareness or using direct response marketing principles, we can advise you on the right method and channels for you to grow your business.

Advertising in a digital world, MC2 Marketing, Brentwood, Essex v2




Pay-Per-Click (PPC) is an internet advertising model used to drive traffic to websites.

An advertiser pays a publisher (typically a search engine, website owner, or a network of websites)
ONLY when the ad is clicked, e.g £0.50 per click.

Here are just some of the advertising options available to clients in 2021…

1. Google Search Term ads

Search ads are the most common ads you’ll see in the search results. These PPC ads appear at the top and bottom of the search results on Google.

You’ll see these ads tagged with the word “Ad” to indicate paid content.

2. Google Display Ad Banners

Display ads are another PPC ad type that you can use to reach people interested in your business.

These ads appear on Google’s partner websites e.g. Daily Mail, Sky Sports etc. Instead of being all-text ads, these ads include a photo and text.

3. Google Retargeting Banners

These are Display Ads that target users that have already visited your website.

No, its not an accident. You’ve been tracked by ‘cookies’ which monitor ALL your online activity on Google/Bing partner sites.

Pay Per Click Advertising - Google shopping Ads - MC2 Marketing

4. Google Shopping Ads

learn more

These ads are another type of paid advertising and are mostly used by retailers. These ads appear in a carousel format above the Google search results.

Users see the products and prices before they click on the advertiser’s website. Particulally good for retail businesses.

5. Display Ads

learn more

Social media ads are one of the most popular types of paid advertising. These ads appear in social media feeds on different platforms.

Highly targeted, you can reach consumers by Postcode, Interest, Age and Status, and build ‘lookalike’ audiences based on your existing customer email database.

6. Re-targeting on Social Media

learn more

Ever been surfing the internet, visited a retail website to research a product, only to find when you open your Facebook newsfeed, you’ve been served an ad for the same website?

As with Google Retargeting, you’ve been tracked by the Facebook ‘Pixel’. They work just like ‘cookies’ (see above).

Pay Per Click Advertising - YouTube Ads - MC2 Marketing.jpg

7. YouTube Ads – option 1 

learn more

With YouTube TV ads (10-60 secs), you can reach potential customers as they watch videos, and only pay when they show interest by engaging with the call to action.

Highly targeted TV style advertising can be very effective at generating brand ‘awareness’ but production costs can be expensive. 

Pay Per Click Advertising - YouTube Ads - MC2 Marketing v2

8. YouTube Ads – option 2

learn more

Instream text ads appear in videos on YouTube.

If you’ve ever watched content on YouTube, you’ve seen some form of text advert in a box, before or while watching a video, whether it’s a full-screen, non-skippable ad or a small sidebar ad.

Pay Per Click Advertising - Native Ads - MC2 Marketing

10. Native advertising 

learn more

A sponsored blog or article ad is the placement of paid content that matches a publication’s editorial standards while meeting the audience’s expectations.

Often found on news based websites, they are the modern equivilent of an ‘Advertorial’. 
 E.g. Taboola, Outbrain etc


There are many vendors out there who sell lists or rent them (though renting means that the list seller maintains ownership and control of the email list).

These are collections of email addresses that the vendors sell to any growing small business who can pay the fees e.g by Cost Per Thousand names. 

Pay Per Click Advertising - Email Marketing - MC2 Marketing v2

An Opt-in email list can be purchased (or rented) by third party data providers.

Opt-in email lists are a database of contacts that have agreed to receive emails from third party senders.

Technically, there’s no such thing as an opt-in list for sale.

The fact is, email providers like Gmail, Yahoo and Hotmail don’t consider ‘purchased lists’ from a third party to be opt-in at all.

If you have been sent the actual email addresses you will be in breach of GDPR, which could result in you and/or your business being blacklisted.

If the people you’re emailing did not sign-up with you directly, then it’s considered unsolicited.

However, asking a third party to email their list on your behalf is accepted.

Pay Per Click Advertising - Email Marketing - MC2 Marketing

Why shouldn’t you ‘buy’ an email list according to Google?

• You’ll violate the rules of consent under GDPR

• Reputable email marketing services don’t let you send emails to lists you’ve bought

• Good email address lists aren’t for sale

• People on a purchased or rented list don’t actually know you

The best approach is to ‘rent’ a list from a recognised company with good affiliations.