What is PPC Display Campaign?

A PPC (Pay-Per-Click) Display Campaign is a type of online advertising where brands don’t pay a flat fee for visibility, instead, they only pay when someone clicks on the ad and is directed to their website. This model offers better budget control and ensures you’re only paying for actual engagement.

Following the same brand featured in the email marketing project, I created a PPC Display Campaign for Tony’s Chocolonely, focused on their limited-edition Pistachio Dubai Chocolate Bar. The below image showcase the main imagery selected for this campaign.

Main Ad Display Imagery for the New Chocolate Bar

Why Use a Display Campaign for This Product Launch?

There are several reasons why a PPC display campaign was the right choice for this product:

1. Cost-effectiveness: You're only charged when someone clicks, not just when they see the ad.

2. Targeted Reach: You can target specific demographics, interests, and behaviours—based on the buyer personas created earlier in the campaign.

3. Visual Power: Display ads allow for colorful, eye-catching designs that can include images, animations, or even videos—perfect for a fun and bold brand like Tony’s.

By combining data-driven targeting with creative visuals, this approach allows for both reach and impact, building early interest in the product while also keeping the message aligned with the brand’s values and personality.

With any display campaign, the visuals are crucial. You only have a split second to grab attention, so the imagery needs to be bold, on-brand, and engaging.

The main ad image for this campaign, shown below, was designed to reflect Tony’s signature playful and quirky style, bright colours, fun fonts, and a bit of that Willy Wonka magic that sets the brand apart.

How Was the Creative Process?

The design elements of the ad were carefully chosen to align with the brand guidelines. In terms of the colour palete, light green was the primary color, inspired by pistachios, both the main ingredient and the wrapper color of the chocolate bar. This helped create a visual link between the product and the campaign. The Call to Action (CTA) matches the tone and style used in other brand campaigns, including the email marketing and website. Consistency across platforms helps build trust and makes the campaign feel cohesive.

And overall every element in the ad, from fonts to layout, was created to reflect Tony’s Chocolonely’s fun, bold and ethical personality. This PPC Display Campaign is designed not just to advertise a product, but to tell a story and build anticipation. It combines visual creativity with smart targeting to reach the right people, at the right time with the right message.

Click Here to Read the Full Project