July 12th, 2016 // Alison Pierre
So, you want to take the plunge into the pay-per-click advertising world? By now you should have considered your goals, come up with a realistic budget, and most importantly, you should have a killer website. If your site resembles the digital version of New Orleans the morning after Mardi Gras, then it’s not ready to have a ton of new company drop by. You only lead a searcher to one page with a PPC ad. You need to make sure they can explore the rest of the site on their own without getting lost. Clean that up before you start up a PPC campaign.
Assuming that you have gone through all of the necessary website prep and planning work, you’re probably wondering which PPC program is best for your business. Which one will bring in the big bucks the quickest? Which one will cost the least? Which one gets your brand name out there the most? As you can see, “best” is a tricky expectation to fulfill. The “best” platform can mean something different to every company. It all depends on your business and what you want to get out of this new pay-per-click move.
We’ll go through the great and not-so-great things about three big players in the PPC arena: AdWords, Bing, and Facebook.
Oh those poor, other PPC programs. It’s not their fault that most people flock to Google when they need to search for something. However, as that tends to be the case, it’s no surprise that Google AdWords is the king of paid search. It’s the most popular pay-per-click program due to the sheer amount of volume Google generates. But does popularity also mean that it’s the best?
Knowing that Google has a constant flow of people searching for your product or service is a huge bonus. After all, tons of traffic means more eyeballs for your PPC ads. There are also a ton of ad format options at your fingertips. You can choose to run plain text ads, image ads, Call-Only ads, etc. There are plenty of tools and ways to optimize your campaigns, like choosing when your ads display. These are all great ways to optimize your efforts and make the most of your marketing dollars.
But, popularity comes with a price. Literally. Google AdWords is one of the most expensive PPC programs. Sure, it’s great that you can achieve a top position right away, but you have to be ready and willing to pay for it. The more competitive your market, the more expensive your campaigns may run. At the same time, it’s not surprising to have to pay more for access to that steady traffic, the analytics, and the tools that come along with AdWords.
Don’t settle on Google AdWords just because it may be the one and only PPC program you’ve heard of. Keep your budget in mind. If you’re looking to stretch your dollars farther, this may not be the program to start with right away. Overall, Google AdWords is a great choice for making quick sales, but not the best for saving pennies or for brand establishment.
No, Bing isn’t just the lesser-used search engine that trails behind Google, hoping that it’ll one day be as cool as them. It’s not only used by hipsters who want to stick it to the popular search engines. There’s more to it than that. Bing could actually be your best bet for starting out with PPC.
Bing has a much smaller portion of search traffic than Google does, that’s obvious. This may seem like a huge disadvantage, but not when you look at it in terms of competition. Less competition on Bing means that your PPC ads will stand out more, and the cost-per-click is typically lower. If your main PPC goal is to stretch your marketing money further, then Bing can be the best PPC program for your business.
Google may rule the search results pages, but Facebook still owns the world of social media. It may not be your first thought when it comes to running a PPC campaign, but Facebook advertising can be great for the right business. Like Bing, the cost-per-click is generally lower, yet it still boasts the benefit of a ton of traffic. The big difference is that Facebook users aren’t going on there to make a purchase or find a solution to a problem, like they would be with Google.
The way you target users differs from your Google AdWords options. While AdWords lets you target ads based off of things like keywords, location, or devices, Facebook advertising lets you target people based on demographics and interests. Do you sell shirts designed around popular TV shows? On Facebook, you could target users who are fans of the show. That’s just one way you can get super specific with your Facebook ads, but first you have to have a clear idea of who your target market is.
Because of the nature of social media, this isn’t the option for you if you’re looking to make quick sales. Facebook is the best PPC program for your business, especially if it’s new or small, if you want to focus on lead generation and building brand awareness. The idea here is that your eye-catching Facebook ad will generate interest in your business, which will eventually lead to conversions. In the meantime, you’ll be getting your brand name out there in a cost-efficient way.
Which of these seems like the best PPC program for your business? If you still need help deciding, start a conversation with us and we’ll help get your PPC campaigns rolling.
Alison Pierre is an SEO & Content Writer at Digital Position. Alison has a degree in Professional Writing. She is an experienced marketer with years of experience who is responsible for hundreds of articles spanning across all marketing channels.