Display advertising can be text, images, and even video advertising. Pay per click advertising can also be the same forms of advertising as display ads. However, they have very different pricing models. Display advertising can be cheaper because you only pay a set price to have the ad shown. PPC ads are shown, but you only have to pay when someone actually clicks on your advertisement. There are pros and cons of both types of online digital advertising. Depending on what your goals are with digital marketing will depend on which type of advertising you should go for. As an example, if you are looking to grow your brand awareness, display advertising might work better for you to grow your exposure; whereas, if you are looking to sell a specific product or service, pay per click advertising might work better for you as you are looking for more of an immediate result. Most digital marketing experts would recommend a mix of advertising options that help you sell your products and grow your brand’s awareness and recognition.