It’s hard to deny the popularity and benefits of pay-per-click marketing. However, with so many different platforms, it can be tricky to determine which one is best for your company and its industry. Each one has its own distinctive qualities and advantages. You want to consider who your target audience is, their age range, and location, especially if you plan on selling to international customers. Below, we’ve outlined the pros and cons of some of the current major PPC platforms to help you decide on the perfect one for your campaign.
Perhaps the most common option, Google AdWords tends to be the first platform that businesses will select. After all, Google still stands as the most popular search engine in the world. It’s accessed by millions and millions of people, and advertising through AdWords gives you the potential to reach out to a huge amount of potential website visitors. By that same token, it is a very competitive market, due to all the businesses fighting for the top spots. This results in higher costs per click more than some other choices. But, with the way AdWords is designed, it’s possible to quickly reach ideal ad positions if you’re investing enough money into your ads.
Running ads on Facebook involves having an account on there, namely a business page. What makes it different from other PPC platforms is that ads can be targeted to highly specific demographics right in their Facebook feed; no inquiry using a search engine is required. And unlike other ads, these can be liked, shared, and commented on by other users. A Facebook ad may not only introduce new, potential customers to your business, but also help you understand what Facebook users like about your ad and your company. This feedback can assist you with creating more targeted advertisements in the future. However, because no search is actively performed, Facebook ads tend to result in less overall clicks because customers aren’t actively looking for the product that’s advertised.
Yahoo! and Bing
These two search engines have recently combined their advertising efforts to create the Yahoo! Bing Network. Setting up a PPC strategy with the YBN will promote your site on Yahoo! and Bing, two of the industry’s major search engines besides Google. This can be a more budget friendly option than using Google, as there’s less competition to go up against. Your business’s ads can stand out more at a lower cost per click in comparison. Advertising on these two search engines is a great option if you’re in an industry that’s highly populated with other businesses. One con to keep in mind is that Bing and Yahoo! don’t hold the same popularity as Google; as a result, there are less people using them for their search inquiries every day.
Are you still not sure which one is suitable for your business? Working with a company specializing in PPC services, such as BizLocal, will assist you in selecting which platform to advertise on. Their experienced employees will know which one is best for the industry or keywords you’re looking to target, as well as the type of customers you want to bring in. You’ll begin a PPC campaign that successfully brings interested new visitors to your website.