So you’ve decided to invest in pay-per-click advertising (PPC). Congratulations on making the decision to invest in the future of your business. Now comes the easy part, right? All you need to do is enter in credit card information, write some ad copy, and boom, you’re done! Okay, maybe it’s not so simple. For example, where do you do all of this? Are you planning on running ads on Google or perhaps Bing? Maybe you’d like to try your hand at running ads on a social media platform like Facebook. When it comes to running ads, the first step is deciding where to run them.
If you wanted to run ads 30 years ago, you might find yourself choosing between magazines, newspapers, television, radio, and billboards. Out of those, billboards and television ads might be considered the gold standard of their day. Billboards allow you to put an ad in the middle of a desert or in the middle of Times Square. With billboards, you can express a simple message or use a digital board to catch the eye of all who pass it. With television ads, you can run a 60-second commercial during primetime, or a 30-second ad at 2 am on Cartoon Network.
Combine these two and fast-forward to 2020, and you have yourself the Google Ads platform. There is no single platform that reaches more people in such an expansive variety of ways. Google ads allow you to advertise:
Truthfully, I could have continued that list, and you’d have to scroll to reach the bottom, but I decided to spare you.
Google Ads Pros:
Google Ads Cons:
The Microsoft Ads platform might only receive 10-15% of search traffic, but it spans the globe on sites like Yahoo, AOL, Bing, and MSN.
While the platform does not offer 100% of the ad types you can find on Google it still offers a solid selection. I really love the platform because Microsoft does not try to pretend to be a true competitor to Google. In fact, they went out of their way to make their platform easy to use for those already well-versed in Google Ads. This includes an import feature that allows users to import keywords, ads, campaign settings, and structures directly from Google into Microsoft. This is a time saver for anyone looking to run ads on both.
Microsoft Ads Pros:
Microsoft Ads Cons:
You might have read my blog about the Facebook dollar a day strategy. From the title, you should know what I will say about Facebook; when it’s done right, it’s a low-cost way to get ads in front of the right eyeballs.
Facebook will run ads on Facebook and Instagram. Both platforms have users with accounts, so there is a fixed audience base. Luckily, that audience base is huge, with over 2.7 billion active users. When deciding between Facebook and other platforms, keep in mind that the type of buyer on a social media platform can be very different from someone using Google or Bing for search. A Google user might search for exactly what they need and see your ad, whereas a social media user may have expressed interest in your services at a previous date and are now seeing your ads while completing other tasks.
Facebook Ad Pros:
Facebook Ad Cons:
Once you have decided which platform will work best for you, it’s important to take the time to set up your ads properly. If you have any questions about your platform options or what to do next, please know that the team at SMA is more than happy to assist you.
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