93% of marketers think PPC (pay-per-click) is a highly effective marketing channel. As one of the most worthwhile ways to drive targeted traffic and increase sales, PPC is a popular marketing channel amongst advertisers and business owners alike. But, with several different PPC platforms available, each with their pros and cons, choosing the right one for your business can be overwhelming.
So, with this in mind, let's give you the low down on some of the most popular PPC platforms available, so you can make a decision that best suits your business objectives, industry, and budget.
What is PPC?
Before getting into the nitty gritty, it’s important to understand what we mean by PPC...
PPC is a form of online advertising in which advertisers pay a fee each time somebody clicks on their ad. It’s a popular choice because, unlike SEO, which can take a while to take effect, PPC allows businesses to appear in front of potential customers instantly.
Things to Consider When Choosing a PPC Platform
1. Business Goals
Before looking at different PPC platforms, it’s important to have a thorough understanding of your business goals. Whether it be increasing brand awareness, driving traffic, or generating sales. Different PPC platforms cater to some goals more effectively than others, so understanding what you are looking to achieve is crucial for choosing the right PPC platform.
2. Target Audience
Each PPC platform has unique targeting options. It’s important to select a platform that allows you to segment your audience in a way that will ensure your ads are seen by the most relevant audience.
3. Budget
PPC campaigns can be expensive, some more so than others. You need to work out how much you are willing to invest in your advertising strategy and opt for the platform that best aligns with your budget.
Popular PPC Platforms and When to Use Them
Google Ads
Google Ads is the largest global PPC platform out there. It’s an incredibly popular choice for several reasons:
- Extensive reach - Google processes 16.4 billion searches every day and advertisers can display ads across Google Search, the wider Google Display Network, and YouTube.
- High Intent Traffic - search ads typically target users who are actively seeking products or services, which increases the likelihood of a successful conversion.
- Advanced targeting - you can target users based on a number of factors, such as device type, location, and time of day.
- Diverse ad formats - text, image, video, shopping, and app installs are just a handful of formats you can display your ads in.
- Detailed performance data - get helpful insights on how your ads are performing to make more informed decisions on your next campaign.
Of course everything has downsides and Google Ads are no exception. These are the biggest cons to Google Ads:
- Competitive and expensive - because it's such a popular platform, competition is significant, which can lead to a higher cost-per-click (CPC). This is especially true for industries like finance, law, and insurance.
- Complex to manage - Google Ads management comes with a steep learning curve and managing a Google Ads account without experience can prove difficult.
Google Ads is a highly effective advertising platform and is suitable for almost any business, but be wary that it can be expensive and time consuming. It’s also important to note that if you’re a new business with limited knowledge of paid advertising and your focus is more on brand awareness, then Google Ads may be the less optimal choice.
Microsoft Ads
Previously known as Bing Ads, Microsoft Ads allows advertisers to display ads across Bing, Yahoo, and AOL networks.
Although not as widely used as Google Ads, Microsoft Ads is still a favoured option and comes with a wealth of benefits, including:
- Lower CPC - the CPC for Microsoft Ads is around 33% lower than Google Ads, making it a more affordable option and ideal for small businesses with less funds.
- Better quality traffic - Bing’s audience is typically made up of older individuals and 36% of users are in the top 25% bracket regarding household income, meaning they have more disposable income to spend and are more likely to convert.
- Higher click-through rates (CTRs) - since there is less competition on the platform, CTRs tend to be much higher, which can result in more conversions.
- Easier to navigate - Microsoft Ads have fewer targeting options and features than platforms like Google Ads, which can make it easier for beginners to get started.
However, there are some notable drawbacks:
- Lower search volume - although still impressive with 900 million searches a day, search volumes are still considerably lower than Google.
- Limited international use - Microsoft Ads is most popular in the US and only has 12 language options (Google Ads has 40+).
For businesses who are just starting their PPC journey, are looking to stretch their budget further, or target older demographics, Microsoft Ads is a suitable choice. But, if you have a higher budget or an international audience, you may be better off with a bigger platform such as Google Ads.
Meta Ads (Facebook and Instagram)
Advertising with Meta means you can use images, video, and carousel ads on Facebook, Instagram, Messenger, and the Audience Network.
Meta ads excel in a few key areas:
- Advanced audience targeting - you can use custom and lookalike audiences based on age, gender, interests, behaviours, and more to ensure your ads reach relevant audiences who are more likely to convert.
- Strong visual appeal - Meta offers immersive ad experiences that are ideal for brand storytelling and capturing audiences through captivating imagery.
- Real-time performance tracking - Meta ads feature robust analytics that make it easy to gather insights on performance, allowing you to make more informed campaign decisions.
There are some limitations to Meta ads that should be considered:
- Low intent - users who see your ads typically aren’t searching for a product or service, meaning conversion rates may be a lot lower than that of Google or Microsoft Ads.
- Frequent algorithm changes - the ad platform is impacted by Meta’s algorithm, which evolves regularly, so staying on top of your strategy can be challenging.
For B2C businesses and businesses that rely on visuals, Meta ads can be a powerful tool. But reaching audiences with low intent means this platform is typically better suited to those whose main goal is increasing brand awareness.
LinkedIn Ads
LinkedIn Ads is the go-to PPC platform for B2B marketing. Here are just a few reasons why people opt for LinkedIn Ads:
- High value leads - when advertising on LinkedIn, you have the opportunity to reach professionals with strong decision-making power, which can boost conversions.
- Niche targeting - you can segment your audience with ease, targeting based on job title, industry, education, company size, and more.
- Enhanced brand awareness and authority - LinkedIn Ads provides an opportunity to position yourself as a thought leader in your industry and increase your brand’s visibility.
Many businesses choose not to use LinkedIn Ads because of its:
- Limited audience - LinkedIn excels with work-related and professional content. For those with a focus on B2C marketing, advertising on LinkedIn is unlikely to return great results.
- Higher ad costs - compared to other platforms, LinkedIn generally has a higher CPC. This can make advertising more expensive and since user intent is typically lower, this can reduce profits.
LinkedIn is ideal for B2B marketing, with a focus on driving qualified leads. If you’re not in a professional sector or you have a low budget, LinkedIn may not be the platform for you.
Reddit Ads
Although often overlooked, Reddit can be a very valuable PPC platform, particularly for those in niche industries. Some of Reddit’s advantages include:
- Lower costs - in comparison to platforms like Google or Facebook, Reddit’s CPC rates are generally much lower, which makes it ideal for small businesses or those who are looking to test the waters with a new product or service.
- Active and engaged users - typically, Reddit users are highly invested in the topics they are looking at, meaning your ad is likely to be seen by users who are genuinely interested in the products or services being promoted to them.
- Specific audiences - there are thousands or subreddits that entertain even the most unique interests, allowing advertisers to place ads in front of very specific audiences based on their hobbies and interests.
However, there are challenges of advertising on Reddit that marketers should bare in mind:
- Smaller reach - Reddit is popular but not to the extent that Google or Facebook is, so you may not have the same visibility and reach that you would see with other platforms.
- Stricter advertising guidelines - ads on Reddit can easily be flagged as spam or considered overly commercial. When advertising with Reddit, ads must be crafted carefully to remain appealing.
For businesses with niche products or services, advertising with Reddit can be a powerful and cost-effective tool to reach engaged audiences. However, it might not be as useful for businesses who are looking to drastically improve brand recognition and visibility due to smaller audiences.
Pinterest Ads
Pinterest offers a lot of opportunities to businesses with visually appealing products. With a user base which mostly consists of people seeking inspiration, it’s an ideal choice for businesses within the fashion, home decor, food, and travel industries.
The biggest upsides to Pinterest ads are:
- Elevated intent - users on Pinterest are typically browsing with an intent to buy or to find ideas for future purchases, making it ideal for getting your products out there and increasing conversions.
- Potential for higher engagement rates - as ads are highly visual and displayed as promoted pins, they are well integrated with content from other users, which can lead to higher engagement rates.
- Long-term effect - once posted, Pinterest pins often continue driving traffic for months, even years in some cases, giving you a good opportunity for long-term visibility. This is something you don’t get with other ad platforms, like Google or Meta.
Although there are numerous benefits, there are some downsides to Pinterest PPC:
- Requires exceptional visuals - success on Pinterest relies on high-quality, visually appealing content, which can often be expensive and time consuming to produce.
- Only suited to certain industries - B2B businesses or those with highly technical products are unlikely to see a great return on investment as the platform primarily caters to content around lifestyle and inspiration.
If you’re in the fashion, DIY, home decor or retail industry, rely heavily on visuals, and are looking to target users further down the sales funnel, then Pinterest can be an effective option. But it’s only suitable for certain businesses and producing content for Pinterest is often more expensive and requires more work, which can eat into profits.
Need Help Choosing a PPC Platform and Managing Your Ads?
There is no one-size-fits all answer when it comes to PPC platforms. The right PPC platform for you depends on several factors, such as your business goals, target audience, and budget. But by understanding the strengths and weaknesses of each of the major platforms, Google Ads, Microsoft, Ads, Meta ads, LinkedIn Ads, Reddit ads, and Pinterest ads, you can make a more informed decision and begin driving meaningful traffic, generating valuable leads, and securing sales.
If you’d like expert guidance with PPC, then don’t hesitate to get in touch with us today!
