Pay-Per-Click (PPC) advertising is a powerful tool for businesses aiming to boost their online presence and drive targeted traffic to their websites.
Unlike traditional advertising models, PPC offers a cost-effective approach where advertisers only pay when users engage with their ads. There are many PPC platforms, ranging from search engines to social media platforms like Meta (Facebook) where you can run ads.
Which PPC platforms are best for my business?
This is generally the first question that business owners like you come up with after deciding to invest in PPC advertising platforms.
And, rightly so. Because seeing your app feeds served with ads every few minutes on YouTube, almost every few searches on Google, and 3–4 scrolls on Instagram, you’re likely to worry about investing in the PPC platforms that will yield revenue for your business.
Not all ad platforms are the same. When deciding where to advertise, you need to think about a few things:
- People using the platform – Consider who uses the platform. Are your potential customers there?
- How many ads can be shown – Consider how many ads the platform can show. The more, the better for reaching more people.
- Creative opportunities – Some platforms offer more ways to make your ads interesting. This can help you catch people’s attention.
- Your budget – Check if the platform fits your budget. Different platforms have different costs, so choose one that works for you.
You can pick the right platform for your ads by looking at these things. This way, you can reach more people and make your ads more effective.
In this article, we’ll take you through the 10 best PPC platforms you can choose from, including the audience you’ll reach, ad formats, placement, pricing, and other information.
It’ll help you decide the right PPC ad platform for your business. Let’s start.
10 best PPC platforms in 2024
Learn about these 10 PPC marketing platforms in detail that are picked by most business owners.
1. Google Ads
Google Ads is the most popular and widely used online advertising platform. It reaches people when they search for specific products or services on Google, making it highly effective for businesses looking to capture intent-driven audiences.
Businesses take the help of Google ad management agencies or Google Ads consultants to create PPC campaign strategies and run ads that bring in leads and result in conversions in a short span
The platform extends beyond the search engine to include the Google Display Network, YouTube, and various partner websites.
Audiences
Google Ads caters to a vast and diverse audience, considering the millions of daily searches on Google. Advertisers can target users based on keywords, interests, demographics, and online behaviors.
With Google Ads, your ads mostly show up when people search on Google or its partner sites. It’s like a paid tool where you pick specific words (keywords) related to your business. Your ads pop up when users search for those words or something similar, depending on the matching option you choose.
If you run a local business, and looking to expand your sales quickly this season, just ask a Google Ads consultant to get it done.
Ad formats
Google Ads offers multiple ad formats, including text ads that appear in search results, display ads shown on websites within the Google Display Network, video ads on YouTube, and app promotion ads.
Placement
Ads can appear in various places, such as Google search results, YouTube videos, and websites within the Google Display Network. This provides advertisers with extensive reach across different online platforms.
Average costs
The cost of advertising on Google Ads depends on factors like keyword competitiveness and bidding strategy. Advertisers can set a budget for daily spending and adjust bids based on performance.
The cost of Google Ads varies based on several factors, including your industry, the kind of ads you run, and other factors. Search ads typically have an average cost per click (CPC) ranging from $2 to $4. On the Display Network, the average CPC for ads is around $1.
Benefits
- Massive reach- Google is the most widely used search engine globally, offering unparalleled reach.
- Precise targeting- Advertisers can target specific audiences based on search queries and user behavior.
- Diverse ad formats- From text to video, Google Ads supports a variety of ad formats to suit different campaign goals.
Example
Consider a local bakery using Google Ads to display its ads when users search for terms like “fresh pastries” or “nearby bakeries,” effectively reaching potential customers searching for such products.
2. Facebook (Meta) Ads
Facebook is a social media giant with a vast user base, making it a powerful advertising platform. Advertisers can take the benefit of the platform’s detailed user data to target audiences based on interests, demographics, and online behavior.
Audiences
Facebook caters to a broad and diverse audience, encompassing various age groups, interests, and geographic locations.
Ad Formats
Ad formats on Facebook include image ads, video ads, carousel ads, and more. This diversity allows advertisers to create engaging content tailored to their campaign objectives.
Placement
Ads can appear in users’ Facebook feeds, Instagram feeds, Stories, and the Audience Network, extending the reach beyond the Facebook platform itself.
Average costs
The average expense for each click on Facebook Ads is $0.94, making advertising on Facebook more budget-friendly compared to other social media platforms like LinkedIn, Instagram, or YouTube.
Benefits
- Detailed targeting- Advertisers can target specific demographics and interests.
- Engaging ad formats: The platform supports visually appealing ad formats to capture users’ attention.
- Extensive audience insights: Facebook provides detailed analytics to understand campaign performance.
Example
A clothing brand uses Facebook to showcase new arrivals to a target audience interested in fashion, leveraging the platform’s visual appeal and targeting capabilities.
3. Instagram Ads
Instagram, owned by Facebook, is a visual-centric platform that emphasizes photo and video content. It is particularly popular among younger demographics and hence serves as a great PPC platform for influencers and celebrities to local brands.
Research suggests that around 1.44 billion individuals are active on Instagram, establishing it as a crucial platform for numerous marketers, especially those in distinct niches like Fashion, Fitness, or Lifestyle, among others.
Audiences
Instagram’s audience comprises primarily younger users interested in visually appealing content. It is an ideal platform for brands with a strong visual identity.
Ad formats
Ad formats on Instagram include photo ads, video ads, carousel ads, and Stories, providing advertisers with creative flexibility.
Placement
Ads are seamlessly integrated into users’ Instagram feeds, stories, and IGTV, ensuring a native and non-intrusive advertising experience.
Average costs
Instagram ads typically cost around $0.40 to $0.90 per engagement, which includes clicks, comments, or likes. Additionally, the average cost per click (CPC) for Instagram Ads falls within the range of $0.5 to $0.95.
Benefits
- Visual appeal- Instagram is known for its visually stunning content, making it ideal for lifestyle and fashion brands.
- High engagement – Users on Instagram often engage with content through likes, comments, and shares.
- Influencer collaborations – Brands can leverage influencers on Instagram to reach wider audiences.
Example
A travel agency could effectively use Instagram to showcase breathtaking vacation destinations through visually captivating posts and Stories.
4. YouTube Ads
YouTube is the world’s largest video-sharing platform, making it a key PPC platform in video advertising. Advertisers can reach audiences through a variety of video ad formats.
Audiences
The kinds of people you can reach with your YouTube ads depend on who you choose to show them to.
When it comes to age, lots of younger folks, about 77% of those between 15 and 35, use YouTube. But other age groups are not very different, so YouTube’s audience is pretty mixed.
Ad formats
YouTube offers in-stream ads that play before, during, or after videos, discovery ads that appear in search results, and bumper ads for brief, memorable messages.
Placement
Ads are displayed on YouTube videos, in-feed, bumper, in-stream, masthead, and outstream allowing advertisers to tap into the vast viewership of the platform.
Average costs
Costs vary based on the type of ad, targeting options, and competition. Advertisers can set budgets to control spending.
Benefits
- Captivating video content – YouTube allows for engaging storytelling through video ads.
- Extensive reach – With billions of monthly users, YouTube provides a massive audience.
- Diverse audience – Advertisers can target specific demographics and interests.
Example
A cooking channel could use YouTube to display in-stream ads showcasing kitchen gadgets before their recipe videos, reaching users interested in cooking.
5. Microsoft (Bing) Ads
Microsoft Ads, powered by Bing, is a search advertising platform. It reaches users on Bing search results and various Microsoft properties. Microsoft Ads remains a widely favored PPC platform, particularly within specific market segments.
For instance, individuals aged 50 and above are more inclined to utilize Bing for web searches, presenting an intriguing opportunity to connect with this particular demographic on this platform.
Audiences
Microsoft Ads caters to users who prefer Bing as their search engine, providing access to a different user base.
Ad formats
Ad formats include text ads, shopping ads, and image ads, similar to Google Ads.
Placement
Ads appear on Bing search results and partner websites within the Microsoft Audience Network.
Average costs
Bing Ads has a cost per click (CPC) of $1.54, applicable across various industries. Certain sectors, like Careers & Employment or Apparel & Accessories, often have lower costs, while others may be slightly higher. The industries with the highest CPC on Bing Ads include Education, Real Estate, and Home Improvement and repair.
Benefits
- Alternative user base- Advertisers can tap into users who prefer Bing over Google.
- Cost-effective advertising- Lower competition often results in lower advertising costs.
Example
A tech company might use Microsoft Ads to target users searching for Windows-related products, reaching a unique audience outside the Google ecosystem.
6. LinkedIn Ads
LinkedIn is a professional networking platform, making it ideal for business-to-business (B2B) advertising. Advertisers use LinkedIn for audience targeting based on job titles, industries, and company sizes.
Audiences
LinkedIn’s audience consists of professionals and businesses across various industries.
Ad formats
Ad formats on LinkedIn include sponsored content that appears in users’ feeds, in the form of a carousel, single image, video, sponsored InMail messages, and display ads.
Placement
Ads are displayed on LinkedIn feeds, InMail messages, and partner websites within the LinkedIn Audience Network.
Average costs
LinkedIn is a more expensive digital advertising option, as the average CPC on the platform is around $5.39. However, it is worth it if you want to reach decision-makers and high-level professionals.
Benefits
- Targeted B2B advertising – Ideal for businesses looking to reach professionals.
- Professional audience: Advertisers can connect with decision-makers and industry influencers.
Example
A software company might use LinkedIn to promote enterprise solutions, targeting professionals interested in their specific niche.
7. Twitter (X) Ads
Twitter is a real-time microblogging platform known for its trending topics and discussions. Advertisers can engage users with concise and timely messages.
Audiences
Twitter caters to users interested in real-time updates, news, and discussions. It allows you to run mobile-specific ads.
Ad formats
Ad formats include promoted tweets, trends, live ads, and Moments ads, allowing for a mix of content types.
Placement
Ads are displayed in users’ Twitter (X) feeds and search results.
Average costs
The typical cost per click (CPC) on Twitter Ads hovers around $0.33, although it may fluctuate based on factors like your industry, the specific ad you’re designing, and your target audience.
Benefits
- Real-time engagement – Advertisers can join trending conversations for increased visibility.
- Hashtag trends -Promoted trends allow brands to start and boost hashtag trends.
Example
An event organizer can use Twitter to promote an upcoming conference by creating a trending hashtag and engaging users in real-time discussions.
8. Pinterest Ads
Pinterest is a visual discovery platform where users find inspiration and ideas. Advertisers can showcase products and services in a visually appealing manner.
Audiences
Pinterest’s audience consists of users actively seeking inspiration for various projects and interests.
Ad formats
Ad formats include Promoted Pins and shopping ads, aligning with the visual nature of the platform.
Placement
Ads are seamlessly integrated into users’ Pinterest feeds and search results.
Average costs
Costs vary based on factors like targeting, ad format, and competition.
Pinterest Ads cost depends on what you want. If you want people to engage with your ad, it might cost you between 10 cents and $1.50 for each click. To make more people aware of your brand, you might spend between $2 and $5 for every thousand times your ad is shown. If you want people to visit your website, you might pay between 10 cents and $1.50 for each click.
Benefits
- Visual discovery – Ideal for brands with visually appealing products or services.
- Shopping inspiration – Users often use Pinterest for shopping ideas and planning.
Example
An interior design business could use Pinterest to showcase home decor ideas through visually striking Promoted Pins.
9. TikTok Ads For Business
TikTok is a short-form video platform that has gained immense popularity, especially among younger audiences. TikTok For Business allows advertisers to engage users with creative and entertaining content.
Audiences
TikTok attracts a trendy and younger demographic interested in short-form videos.
Ad formats
Ad formats include in-feed ads and branded hashtag challenges, encouraging user participation.
Placement
Ads are displayed in users’ TikTok For You feed, seamlessly integrated with user-generated content.
Average costs
Since TikTok are a relatively recent entrant in the global advertising arena, information about the cost of TikTok ads is still scattered. Nevertheless, based on various sources, the average cost per click (CPC) for TikTok typically falls between $0.19 and $1.
Benefits
- Viral potential- Content has the potential to go viral, reaching a broad audience.
- Trend-driven content – Advertisers can tap into popular trends for increased visibility.
Example
A fashion brand might use TikTok For Business to create a branded hashtag challenge, encouraging users to create content featuring their products.
10. Snapchat Ads For Business
Snapchat is a multimedia messaging app known for its disappearing content. Snapchat For Business allows advertisers to reach a younger audience through various ad formats.
Audiences
Snapchat’s audience consists of younger demographics interested in multimedia content.
Ad formats
Snapchat Ads feature a range of ad types, including single image ads, single video ads, collection ads, story ads, lenses AR experiences, commercials, and filters.
Placement
Ads appear in users’ Snapchat Stories and Discover content.
Average costs
Snapchat Ads usually cost around $2.95 for every thousand times people see them. But the actual price can change based on what you’re advertising, who you want to reach, and your content. It’s a good idea to talk to a PPC management agency to plan the best strategy for your ads.
Benefits
- Creative ad formats- Advertisers can use augmented reality effects for engaging content.
- Youthful audience – Ideal for brands targeting a younger demographic.
Example
A beverage brand can use sponsored Lenses on Snapchat to create playful interactions and engage users with their product.
Need someone to figure out which PPC platform is best for your business?
At McElligott Digital Marketing, we have a team of marketing experts and Google Ads consultants who worry about your revenue and branding so that you don’t have to.
