Which PPC Platform Should You Be Using For Your Business?

We get asked this question a lot. Now more than ever there is a range of choice and choosing the correct pay per click marketing channel to reach your business goals can be an overwhelming process. Finding the right one can make a huge difference to your marketing efforts and we’ll highlight the most used and the benefits of using each channel.  

Google Ads (formerly Google AdWords)

We regularly feature articles about Google Ads and it is, by far, the biggest pay per click (PPC) marketing channel. In terms of traffic volumes, its flexibility and in regard to targeting, Google Ads is suitable to any size of campaign or budget. So, what are the positives and negatives? Pros
  • You can generate visits to your website with the smallest of budgets
  • Lots of targeting options including device, time of day, location, demographic and 3rd party websites
  • Can link data with Google Analytics and other 3rd party software
  • Accurate conversion tracking to monitor performance of specific keywords/campaigns
  • As it’s the largest platform, it’s competitive
  • Some industries/terms have expensive cost per click (CPC)
  • If you don’t have experience of using the Google Ads dashboard, it can be confusing
As Google is the most used search engine, Google Ads should be at the top of your list, especially when you can use it for a wide range of business goals including sales, leads, awareness, traffic, app promotion and so on.  

Bing Ads

Bing Ads is very similar to Google Ads but as a search engine, it has less traffic volumes compared to Google. That said, it still receives millions of searches every day and is a very popular search engine in its own right. With it being very similar to Google Ads, many of the same pros and cons apply but here are some others: Pros
  • Less competitive than Google and therefore, tends to have lower CPCs
  • Simpler dashboard than Google Ads
  • Able to show Ads on Yahoo (search engine) and Ecosia (eco search engine)
  • Many Windows products come factory fitted with Bing as the main browser and many people don’t change this setting
  • Can import Google Ads campaign into dashboard easily
  • 2nd largest search engine which means less search volumes
  • On average, an older demographic use this search engine (might be a Pro if this is your target audience)
There are many similarities between Google Ads and Bing Ads, and in some cases Bing might work better but choosing between the two might be based on your target audience.  

Facebook Ads

Facebook is the largest social network and has been around for a little while now. In regards to Facebook Ads, this has also been around for a little while but many businesses are yet to explore the network for advertising benefits. Although the platform suffered some negative press over the past year or so, it can still be used effectively to advertise on. Here are the pros and cons: Pros
  • Ads are difficult to block (You can add an Ad Blocker on Google and Bing)
  • Ads can be sponsored and shown within your target audiences’ news feed
  • Includes ability to show on Instagram
  • Can quickly ‘boost’ your posts from your page
  • Facebook tracking Pixel is not always the most accurate
  • Understanding the ROI can take some work
  • Isn’t necessarily suited for every business type/goal

LinkedIn Ads

LinkedIn reported that it had over 100 million monthly active users, with over half of these users spending between 0-2 hours a week on the platform. 40% of use it daily which means around 40 million regular monthly users; that’s a decent enough data pool of people to target through its Ad platform. Pros
  • Very business focused – people use the platform for business development and personal development
  • Can target people based on their job title, education, experience etc.
  • Expensive cost per clicks
  • Tracking ROI and conversions aren’t as easy as Google or Bing Ads
  • Using InMail (communicate privately directly in a person inbox) can be a bit spammy

Twitter Ads

Twitter Ads have been around for some time, although they disappeared briefly between 2010 and 2013, and boasts more genuine active users per month (300 million) than LinkedIn. The way people use Twitter to any other social network or PPC platform is very different though. In fact, content is pushed through the site so regularly that new messages can show every minute but the audience on Twitter is highly engaged with the platform. Pros
  • Multiple types of Ads available for different business goals
  • Narrow segmentation and targeting including over 350 interest categories
  • Can use own CRM data to target people on Twitter
  • Easy to set-up a campaign
  • Relatively low CPCs
  • Reporting and tracking can have a lag and is less in-depth than many other platforms
  • Can be difficult for message to be noticed and engaged with as the content frequently changes
  • Monitoring and referring back to ROI can be tricky
  • Promoted Trends can be expensive (around £180,000 per day)
  There are pros and cons of every platform but the best all-rounder is Google Ads. For deciding on the platform to use though, you should always consider your target market as this will ultimately move you towards one platform over another. For example, if targeting people over 50 with higher incomes or more disposable income, Bing Ads should be your first choice. If running a recruitment drive for your business, LinkedIn would allow you to target highly qualified people based on their experience. Ultimately, when you know your target market, this should help you filter which platforms you should use.   If you’d like help with understanding your target audience and which platform to use for your marketing efforts, contact one of our experts today for a no obligation chat.