Nowadays, it’s difficult or almost impossible to find a company that relies solely on offline marketing. In today’s competitive business world, driven by various online technologies, any company that doesn’t attempt to establish an online presence on different platforms is essentially taking a step backward. For this reason, online marketing strategies like PPC (Pay Per Click) play a crucial role in expanding customer base or increasing sales to achieve good performance for the company.
New marketers who are struggling to find the right platform for PPC advertising. Currently, there are many online platforms that support PPC advertising. The most common and popular ones are Google and Facebook. However, many people still wonder which platform is suitable for their products or services. This article will provide answers to help clarify those doubts. Anyone ready, let’s take a look together.
Google Ads (formerly Google AdWords)
The first platform we’ll discuss is undoubtedly Google Ads, formerly known as Google AdWords. It is considered the largest and most popular PPC advertising platform in the world. Moreover, it constantly updates new tools to assist marketers. The basic principle of Google Ads is paying Google for each click on your ad. Currently, the service offers various channels to reach target groups or customers more conveniently.
Let’s take a look at the key aspects and pros and cons of Google Ads.
Reach
Regarding the expected reach when advertising on the Google Ads platform, we can only say “immense.” Just considering the Search Engine market, it clearly wins. With 1.2 billion people using Google Search to find information, the opportunity for ads to appear in front of people is naturally high.
Ad Formats
Ad Formats, or advertising formats, those who use Google Ads probably already know that the format options are available to suit the campaign’s needs. Whether it’s
- Image Ads
- Video Ads
- Responsive Ads
- Product Shopping Ads
- Showcase Shopping Ads
- Call-Only Ads
- App Promotion Ads
Ad Placements
- Ads can appear in Search Campaigns or on Google’s SERP pages
- Additionally, ads can appear on websites within the Google Display Network
Pricing
The price depends on each company’s campaign budget allocation. Choosing keywords with high prices will increase the budget required. On average, the cost per advertising campaign on Google Ads is
- Average ad spend of $9,000 to $10,000 per month for large campaigns
- Average CPC (Cost Per Click) for the Google Search Network is $1 to $2
- Average CPC (Cost Per Click) for the Google Display Network is approximately less than $1
Pros
As mentioned, the statistics of Google usage worldwide are so high that it’s difficult to estimate. Therefore, choosing Google Ads as the main tool for advertising guarantees that you can create a significant amount of traffic to your business.
Cons
Of course, due to the large size of the Google Ads market, there is a lot of competition, resulting in higher budgets required.
Microsoft Advertising
Did you know? The Microsoft Search Network accounts for more than 35% of usage specifically in the United States. That means, besides Google, Microsoft Advertising is another interesting alternative platform.
Reach
According to reliable research, the Microsoft Advertising platform can help marketers reach more than 20 million people per month.
Ad Formats
For Microsoft Advertising, the advertising formats are as follows:
- Bing Smart Search
- Audience Ads
- Product Ads
- Dynamic Search Ads
- Responsive Search Ads
- Text Ads
Pricing
Microsoft Advertising’s advertising has structures similar to Google Ads. On average, the cost per advertising campaign is
- Average CPC (Cost Per Click) for the Bing Search Network is $1.54
- For keyword prices, they are similar to Google Ads and depend on the bidding system
Ad Placements
- Ads can appear in Search Campaigns or on Bing, AOL, and Yahoo SERP pages
- Additionally, ads can appear on websites within the Microsoft Network
Pros
It can reach more desktop users. As you know, Microsoft is a major player in the desktop market. There are more than 40 million desktop users that Google Ads cannot reach.
Cons
Flexibility in usage may be the main disadvantage of Microsoft Advertising compared to its competitor, Google Ads. For example, in the ad headline, Microsoft only has one line instead of two or three, and the character limit is 80 characters instead of the minimum 90.
YouTube Advertising
YouTube is the second most popular search engine in the world, accounting for one-third of internet users worldwide. It is one of the best PPC platforms for advertising through video content.
Reach
YouTube is a video content platform with an average of 14 billion views per month, exceeding both Instagram and Facebook combined. This makes YouTube one of the platforms that will allow businesses advertising PPC to reach internet users of approximately 2.56 billion people.
Ad Formats
For YouTube Advertising, the advertising formats are as follows:
- Skippable In-Stream Ads
- Non-Skippable In-Stream Ads
- In-Feed Video Ads
- Bumper Ads
- Outstream Ads
- Masthead Ads
Pricing
The cost of advertising on YouTube depends on the ad format chosen and the bidding system. However, the average CPC is between $0.10 and $0.30
Ad Placements
- Ads will appear on YouTube Search Results
- Ads will appear in video clips
- Ads will appear on Google’s Display Network
Pros
Advertising on YouTube helps in reaching a large number of people. Just in the United States, 80% of the country’s population regularly uses YouTube. YouTube Ads are therefore one of the platforms that can be one of the main tools for PPC advertising.
Cons
One of the important disadvantages is that if the ad is not interesting enough or does not attract people, it may disrupt viewers and have a negative impact on the brand in the future.
Facebook Ads
Facebook is one of the social media platforms with the highest number of monthly users than other social networks worldwide. Moreover, ad targeting is easy because Facebook collects user behavior data systematically. Users can choose various targeting options as needed.
Reach
Facebook has 2.91 billion users per month and 2.11 billion people access ads on Facebook.
Ad Formats
For Facebook Advertising, the advertising formats are as follows:
- App Ads
- Domain Ads
- Mobile App Ads
- Offer Ads
- Page-Like Ads
- Page Post Link Ads
- Page Post Photo Ads
- Page Post Text Ads
- Page Post Video Ads
- Sponsored Stories
Pricing
The average cost of Facebook advertising is as follows:
- Average CPC (Cost Per Click) is $0.97
- Average CPM (Cost Per Thousand Impressions) is $7.19
- Average CPL (Cost Per Like) is $1.07
- Average CPA (Cost Per Download) is $5.47
Ad Placements
- Ads will appear on the general user’s feed page
- Ads will appear on Facebook Marketplace
- Ads will appear in Messenger inbox
Pros
With an easy-to-use interface and appropriate advertising space, it makes it easier to attract clicks from users.
Cons
Advertising on Facebook Ads must acknowledge that there is quite a high level of competition. Many thousands of businesses dedicate themselves to advertising on this platform. Of course, that means higher ad costs.
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Relevant Audience is a company providing Digital Performance Marketing Agency services. Our main goal is to provide digital marketing services to businesses to reach target audiences who are looking for products or services at the right time, place, and device through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization) to Influencer Marketing and are also part of the Google Partners program.
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