Pay per click ads or PPC ads efficiently bring potential customers to you. When done correctly, companies can recover resources lost on ad revenue in a matter of months. A part of what leads to PPC ad success is the platform you choose to advertise on and the type of ads you have (eg: video ads, posters, surveys etc). In this article we will look at some of the most popular PPC platforms and who should run ads on those platforms.
1. Google
Ah yes! Who doesn’t use Google? In fact, when we need to know something, find a product or a shop location, the first thing we do is search for it on Google. This makes Google the best PPC advertising platform to start with.
Advertisers can filter the vast database on gender, age, income, parental status etc, and since Google brought YouTube in 2006, companies can directly create YouTube ads on Google. It allows us to create banner ads, video ads and provide maximum opportunities for customers to land on the website.
Google ads work well for both established brands and for ‘discovery’ products (i.e. products you only come across after research). Although Google ads can be slightly expensive when compared to other platforms, a good Google ads management company will spend a lot of time on researching and setting your target audience and keywords, ensuring you get long-term success.
2. Meta
Another great platform for PPC ads is Meta (or Facebook and Instagram). Meta ads are comparatively cheaper than Google ads, which is why many e-commerce businesses start with Meta ads. Although it doesn’t provide as many filters and settings as Google does, some businesses excel on Meta.
When potential customers visit Facebook or Instagram, they are ready to relax and find out what their friends and family members are up to. This is why, funny and lifestyle content leaves a prominent mark on these platforms. Brands that sell visually appealing products or a particular lifestyle (think jewelry, vacation packages, sporting goods, etc) are likely to excel on Meta.
3. Amazon
Here’s another excellent platform for PPC advertising. Now, Amazon is not for everyone especially because it will become your number 1 competitor when you choose to sell your products on your website and on Amazon. However many established companies choose to take this risk because customers visit Amazon with a buyer’s mindset – which means we get to skip crucial steps like grabbing audience attention and convincing them to make a purchase.
Additionally, having your product on different platforms builds brand credibility and increases the chances of getting customers to buy your products from your website.
4. Tiktok
Similar to Instagram, Tiktok is a media-heavy platform, particularly attractive to a younger audience. Brands that cater to a younger audience – like fashion and accessories do particularly well on Tiktok. A good e-commerce marketing agency will help you create visually appealing ads that match the level of media viewers are accustomed to seeing on TikTok.
5. Pinterest
Did you know that 85% of Pinterest users say that they use it for inspiration? Around 60% of Pinterest users are women, however, that is starting to change with Gen Z entering the database.
We’ve seen great success on Pinterest, for brands that inspire customers to create. For instance, fashion brands that sell versatile clothing and accessories that can be styled differently with every use are products that do well on Pinterest. Remember that since the Pinterest audience is relatively young, they are attracted to lower priced products or branded goods. So, if you are new in the market, you might do exceptionally well on the platform if your product prices are competitive.
6. LinkedIn
On the flip side of TikTok and Instagram, we have LinkedIn, an ideal platform for B2B companies. We are seeing a new wave of digital products in the market, i.e. applications that improve office management and productivity, or those that incorporate AI into a company’s daily activities.
Customers on LinkedIn are far more likely to read about a product and make a purchase, if they see worth in it. Additionally, the audience on LinkedIn is relatively smaller and more refined, making it easier for advertisers to find their target audience based on their job designation, decision making capacity, size of the company they work for, and other professional details.
LinkedIn PPC ads are relatively costlier, hence it is necessary to work with a digital marketing company that has LinkedIn expertise to make sure you get conversions.
7. Microsoft
Microsoft’s very own search engine, Bing has been getting a lot of head turns in the last few years. Although Bing does not compare with Google in terms of its database, it has noticed a significant increase in usage in the last few years. Netizens have been switching to Bing for better privacy regulations. Additionally, Bing provides a few advertising features that you cannot find anywhere else, like filtering out desktop users and only focusing on those entering your website from their mobile or tab.
Currently, Bing has an overall search market share of 2.81% – second to Google, which has a whopping 93.37% search market share. Although this may seem like an incentive to not advertise on Bing, it also means that Bing hardly has any competition, making PPC ads much cheaper and easier to bring in front of your potential audience.
Conclusion
So, here are the 7 most popular PPC platforms. As you can see, each platform excels in its own way and a good e-commerce marketing company will identify which platforms will generate maximum revenue for you and proceed accordingly.
While it is important to advertise your product, remember that it is not the only method to get sales. For a successful online presence, you must focus on organic marketing and building your presence through social media marketing, blog content, and newsletters. When you have a solid marketing strategy that strikes a healthy balance between paid and organic marketing you are far more likely to see online success.
We hope you found this article helpful. Feel free to get in touch with Netlynx for more details on PPC advertising.
