Which PPC provider? Google, Microsoft and Facebook compared

Pay Per Click

Pay Per Click advertising (PPC) offers you a valuable opportunity to promote your business while only paying if potential customers actually click through to your website. However, one of the biggest challenges with this form of advertising is deciding which provider to place your adverts with. Google AdWords, Microsoft AdCenter and Facebook all offer prominent services, each with their strengths and weaknesses and which organisation you go with could shape the success of your PPC campaign.

PPC1

For many people, the simplest way to mount a PPC campaign is simply to utilise Google AdWords. Google is an undisputed leader in delivering advertising over the internet and so this can hardly be said to be a bad decision but there are other providers out there and, for some businesses, these providers may actually be a better match for the campaign needs. In this post, I will look at three of the most prominent PPC providers and try to give a sense of the strengths and weaknesses of each.

Google AdWords
Google is the world’s most popular search engine. If you sign up with Google AdWords, your adverts will appear in Google search listings and if you make a high enough bid on a keyword, your advert will appear at the top of the Google search listings. On top of this, if you use Google AdWords, you also have the option of displaying your ads on affiliated sites like in Gmail, online email, accounts and on YouTube. In some ways, this makes Google AdWords the sensible default PPC provider for most businesses.
Microsoft AdCenter
Microsoft AdCenter allows you to display adverts on both the Bing and Yahoo search engines. This means that the service reaches a substantial number of potential customers. While there are some differences between AdCenter and AdWords, the two services are relatively similar and possibly the best approach is to try running adverts on both systems and monitor which leads to more successful outcomes. Depending on the results, you could then choose one or the other of them, or continue running with both providers.

Facebook

Unlike AdWords and AdCenter, Facebook PPC doesn’t give you a chance to advertise in a search engine. The downside of this is that when people use a search engine to search for certain keywords, they are likely to be looking for the product that you sell. It also has some other weaknesses. On the other hand, people on Facebook tend not to be using the website to find products to buy. On the other hand, Facebook is one of the world’s most popular websites and ads placed on the site can be targeted very specifically to a desired demographic based on Facebook account information. This allows for very targeted campaigns. In Facebook, users can also “Like” adverts, providing an extra source of interest from which potential customers can develop.
Pay Per Click
Facebook pay per click isn’t for everyone but if you believe your product will resonate well with a Facebook audience and if being able to target your add to a particular demographic seems helpful then Facebook presents a chance to have your ad seen by a large number of potential customers.
How did you choose your PPC provider?
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