Welcome to Chapter 3 of AreteBlogs’ Complete PPC Guide.
Now, as you have learnt what PPC is and how it works and you know the benefits of using PPC as well. You must be wondering which PPC ad platform suits your business best.
In this blog, you will get a detailed overview of six best PPC advertising platforms today.
No two ad platforms are exactly alike. Deciding where to invest in advertising can depend on several factors, such as:
- Platform user base.
- Volume for ad serving.
- Creative opportunities.
- Advertiser budget.
This enables advertisers to reach massive audiences and a broad range of online behavior.
So which PPC ad platform is right for your business?
It is likely that many of the platforms that follow will prove helpful to your business.
Google Ads
Google Ads was launched right after two years of what has now become the most popular website Google.com. The advertising platform came into existence in October 2000. However, after some sort of rebranding, it is now known as Google Ads in 2018.
When customers travel to Google to search for products or services like yours, Google Ads offer you an effective way to drive qualified traffic to your business. With Google Ads, you can boost your website traffic, receive more phone calls, and increase your in-store visits
Billions of searches per day happen through Google’s search engine.
You can run search as well as display campaigns via Google Ads.
Both search and display campaigns allow demographic targeting that includes age, gender, parental status, and household income. Demographic targeting reduces the reach of ads, but makes them more targeted and relevant.
Placements: Google search engine results, web placements on the GDN, shopping, mobile apps, and YouTube.
Ad Formats: Text, image, responsive, video.
Pricing: Cost-per-click (CPC) model based on the competition and ad quality. GDN allows Cost-per-1,000 impressions (CPM).
According to some experts, advertisers will find higher CPCs on search keywords using Google Ads, depending on the industry they are in. Now is the time to think creatively, try a display network campaign that targets your audience with an interesting message, or look at other platforms.
If you build it.. You may still need Google AdWords.
Jennifer Mesenbrick
Microsoft Ads
Microsoft was the last of three big search engines (Google, Yahoo! and Microsoft) to develop its own system for delivering PPC ads.
Microsoft’s search engine sees 14.7 billion searches monthly.
Microsoft Ads has tools for advertisers to import campaigns from Google Ads, simplifying the process of getting started.
As Yahoo’s exclusive provider of search traffic, Microsoft also powers several digital assistant voice searches. Along with that, it has the ability to target searchers with LinkedIn profile data such as company, job function, and industry.
Placements: Search engines, Microsoft Audience Network, which includes native content placements on MSN, Outlook.com, the Edge browser, and select quality partner sites. LinkedIn.
Ad Formats: Text for search, responsive for native placements. LinkedIn serves text ads, Dynamic Search Ads, and shopping campaigns.
Pricing: CPC model based on the competition and ad quality.
A mistake that can be made with Microsoft Ads is keeping an exact copy of the Google Ads campaign and not optimizing it for Microsoft Ads. Be sure to adjust bids (usually down), match types, and add any Microsoft Ads ad extensions.
Microsoft Audience Ads have allowed our business to be in front of tens of thousands of users with minimal setup time
Vivian Dang
YouTube
YouTube has more than 2.6 billion active users at time. Therefore, it is an excellent opportunity for marketers to reach their target audience via this platform in an effective manner.
Henceforth, The Google Ads platform is used to create and manage campaigns, with YouTube Analytics on the YouTube account providing further insight into the demographics of the audience as well as engagement.
Placements: YouTube.
Ad Formats: Skippable in-stream ads, Non-skippable in-stream ads, Bumper ads, Video discovery ads, Masthead ads.
Pricing: CPV, CPM.
Stop thinking of ‘Video Marketing’ as this separate entity that is optional for your business. Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.
James Wedmore
Facebook has over 2.912 billion users worldwide.
User targeting can be very granular with demographics, interests, behaviors, and more. Facebook supports retargeting through user activity on Facebook and off Facebook actions through advertisers’ Facebook pixel data and upload of customer lists.
Placements: Facebook, Instagram, Messenger, and Audience Network.
Ad Formats: Video, single image, carousel, slideshow, canvas (mobile). Audience Network on mobile supports a variety of video and display formats such as native, interstitial, rewarded, and in-stream video.
Pricing: Cost per desired action, based on bid, estimated action rates, Ad quality.
Best used for targeting very granular audiences through detailed demographic information since the level of targeting is not easily achieved with Google or Bing.
Facebook is a discovery model platform. Its primary goal is to make the audience happy. So you’ll only get ROI if you create quality content for your audience.
Kelly Hendrickson
Instagram Ads
As a Facebook company, campaign creation and management are handled through the Facebook Ads platform. While Facebook recommends using Automatic Placements (targeting all placements in one campaign), this can easily be set to any placement the advertiser would like.
Placements: Instagram Feeds and Stories can be combined with any Facebook placements.
Ad Formats: Single image, video, carousel ad, collection.
Pricing: Cost per desired action, based on bid, estimated action rates, Ad quality.
Marketing your presence on social media is as important as creating it.
Soravjain
Twitter Ads
Unlike many other platforms, Twitter ads are entirely contained on Twitter with no network partners.
Promoted tweets are most probably the most flexible ad format because they can include any combination of text and other media as long as they comply with network’s policies
Placements: Twitter.com and Twitter app.
Mobile: Ads in the feed of the Twitter app.
Ad Formats: Promoted tweets (text and/or images, GIFS, videos), promoted accounts, promoted trends.
Pricing: Promoted tweets and promoted accounts are CPC. Twitter sales representative handles the promoted trends.
Having a solid Twitter engagement strategy should go hand-in-hand with advertising on Twitter. Promotion can gain a user more followers, but quality tweet content will provide the best results.
Conclusion
Now, you can decide the most suitable network for your business. However, the point to remember is that no one remember the number of ads you run, what they remember is the impression you make.
Thus, never compromise the quality of the content. Never say anything online that you won’t like to see on a billboard with your face on it.
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