Online advertising is much more comprehensive and dynamic than traditional advertising, with the shift to the digital terrace and more than 60% of potential customers found online. Businesses need to invest in online advertising for visibility, brand awareness, and lead generation. Online advertising is essentially buying traffic to your website. It is the process of targeting and reaching audiences with an accurate message using different options. Effective online advertising prioritizes targeting the real audience, considering the location, age, interests, and other demographics. There are different methods of online advertising – Pay-Per-Click (PPC) and fixed-rate types of advertising. Meanwhile, there are various types of online advertising aimed at reaching the target audience or potential customers. The following are the types of online advertising: 1. Google AdWords It is usually based on the Pay-Per-Click (PPC) model, using keywords. 2. Search Ads These are similar to PPC but appear on top of the search engine results and not the side. 3. Display Ads These are classic ads involving the use of banner ads strategically distributed to related websites. They appear on sites where users are most likely to see them. 4. Social Media Ads These are a type of online advertising involving paid ads on social media sites like Facebook and Twitter. For so long, PPC has remained the most effective of all online advertising types, delivering a high ROI; this is possible only with in-depth marketing research and clinical ad targeting.