ads

1. ● Search engine results pages (SERPs)
● Display Network (ads and videos on partner websites via the AdSense
platform )
● YouTube advertising
● Google Play app store advertising
● Gmail in app advertising
● Google Shops advertising
Pros of Google Ads:With such a huge reach around the world, pay per click on
Google Ads means you will be able to target nearly any global demographic.
Being able to target platforms like YouTube is huge. And, with Google Display
Network, there is an exceptional choice of partner websites where your paid ad can
appear.
Cons of Google Ads: With such a big choice and reach come some unique
problems. Google Ads can be hard to get right, and can quickly get expensive for
certain industry keywords.
Challenges include click fraud for instance, in which paid links are clicked on with the
intent to either deplete or divert your marketing budget.
Being so popular with global searchers, bidding on Google Ads PPC can also be very
competitive. (SLIDE 2)
Amazon Ads
When you think of PPC networks, Amazon probably doesn’t spring to mind, but you’d be surprised.
Just like their AWS web hosting services, Amazon also has its own pay per click network available. As
(SLIDE 1)
MAJOR PPC PLATORMS:
1.Google Ads
The biggest players in the game. There is no denying the global reach of Google Ads.
In fact, Google has a phenomenal 78% market share of the global PPC ad market.
Although reports suggest their market share is decreasing slightly, it doesn’t look like
Google Ads is going to be usurped as the biggest PPC platform any time soon.
Ad formats: Google Ads pay per click network offers a comprehensive spread of pay
per click ads. This includes:

2. 2. Microsoft Ads/Bing Ads
Being the second biggest player in the paid search engine game isn’t necessarily a
bad thing. Bing Ads is now known as Microsoft Advertising and has a similar PPC
package offering to Google.
What makes them a good choice over the behemoth that is Google? Well, Bing Ads
have been shown to have a cheaper CPC than Google. For cheap PPC advertising
networks, Microsoft is a good place to start.
Their users also tend to be from high income backgrounds in the US. In fact, Bing Ads
has a 36% market share in the US, and 20% in the UK.
Microsoft Ads PPC also offers a display network type deal, with display ads on:
● Xbox
● Windows App store
● MSN
● Outlook Email
● Websites for display and native advertising managed by various sales
partners
● Target CPA
Pros of Microsoft Ads: With less competition comes a better chance of getting
your ads to stand out on the Bing Ad network.
That lower volume of competitors also means your bids are lower than on the hugely
popular Google Ads network. And there is even data to suggest that the click through
rates are better on Bing too!
A third of the global search market is still a good slice of the planet, and using
Microsoft Ads alongside Google can be beneficial.
one of the biggest online retailers in the world, just imagine your product being at the top of every
Amazon search. Well, with Amazon PPC ads, it can be!
Launched in 2010, the platform has had a significant impact on how businesses advertise their
products to customers.
Since Amazon is such a big website and brand, when buying certain items, most people will go
straight to Amazon. This means other advertising channels such as Google ads will be missed. The
only downside of Amazon ads is that you have to sell your item through Amazon which is known for its
very relaxed returns and refunds.

3. ● Facebook
● Instagram
● Facebook Messenger
● The Facebook Audience Network (apps and websites on the partnership
network)
Pros of Facebook Ads: The demographic targeting is a powerful way to reach a
specific audience using Facebook. Something which is a little trickier to do on the
search engine ad networks.
Facebook has a huge volume of monthly impressions, with something like over half
of all internet users on Facebook and 1 trillion page views a month.
Another benefit of using Facebook is that your ad isn’t activated by search, so you
can get your brand in front of people much more easily.
Cons of using Facebook Ads: Besides regularly appearing controversies, it is also
noted that Facebook’s users tend to be in a higher age bracket, normally over 35.
(SLIDE4)
4. Instagram Ads
OK, yes, Instagram Ads can be posted via Facebook Ads. But actually this huge ad
platform warrants its own section as you don’t necessarily need a Facebook account
to start running ads on Insta.
So, why use Instagram Ads? As a PPC platform it has a higher click through rate than
Cons of Microsoft Ads: That smaller reach might not be for everyone, especially if
your strategy is getting the most amount of clicks/views possible.
Microsoft Ads is not immune to click fraud either, with around 20% of all clicks on this
ad platform being ‘invalid clicks’.
(SLIDE 3
3. Facebook Ads
The first social media entry on our list, Facebook Ads offers a PPC ad network with
some incredible targeting potential. As Facebook isn’t based on search, it’s a
different beast, with targeting based on specific interests, demographics and location
data.
Although as of 2020 Facebook is seeing some controversy (again), as a PPC platform
it remains very popular among SMEs. Despite this controversy, it’s unlikely that
Facebook will be disappearing from our lives any time soon.
Ad formats: With Facebook, ads are targeted to users based on things like their
interests, location and factors such as age, education level or even behaviours.
Facebook’s PPC ads can appear on:

4. 5. Linkedin Ads
The social media network for professionals, Linkedin has grown in stature in recent
years. .
If you’re looking for a PPC platform where you can get the attention of decision
makers in business, this is your best bet. If you’re running accounts based marketing
(ABM) campaigns, or even if you’re looking to build brand awareness around a
business service, Linkedin is a solid choice.
Advertisers can also choose:
● InMail - direct mailings which can be paid for individually
● Text ads on the home page
● Sponsored posts
● Dynamic ads which are tailored to the
● Pros of Linkedin Ads: Being able to target business leaders and
professionals might be priceless for some.
The option of sending the direct email is also a nice touch, and for those selling B2B,
potentially very effective.
The popularity of Instagram Ads has led to a surge in ads, which in turn leads to a
decline in ad engagement.
any other social media platform. There are over a billion monthly active users, the
majority of whom (over 70%) are under 35.
Basically, if you’re targeting the millennial market, this is the platform you should be
using.
Pros of Instagram Ads: For millennial appeal, it’s hard to beat Instagram. With
over 70% of users under 35, this is the PPC platform for those targeting the ‘cool’
crowd.
The native ads style of Instagram Ads is also quite appealing for many, with the
opportunity to create some nice images.
Engagement is also much better than Facebook Ads. It’s been shown that Instagram
users are around 10 times more likely to follow a brand or business they like on Insta
instead of Facebook.
Instagram Ads can be managed from Facebook’s ad dashboard, or by using
Facebook’s Power Editor.
Cons of Instagram Ads: If you’re not targeting those under 40, Instagram might
not be the best paid ad platform for your business.

5. Cons of Linkedin Ads: If you’re not a recruiter, or you’re not targeting B2B, then
Linkedin Ads isn’t for you.
((SLIDE 7)
8. Twitter Ads
Twitter is still one of the most popular social media platforms, which also makes it a
very effective PPC ad network.
In fact, many brands use Twitter to promote their business, and when you look at the
stats it does start to make sense. The ad CTR on Twitter is a very respectable 1-3%,
and the publicity from a trending hashtag (sponsored or not) can be invaluable.
Pros of Twitter Ads: That CTR of 1-3% is quite impressive for a pay per click ad.
Although the reach isn’t as big as Facebook or Google, Twitter does reach an active
community in a variety of countries.
Cons of Twitter Ads: Let’s be honest here. Twitter doesn’t have the reach that
Facebook does (although the user demographic is younger).
Although Twitter and the social media networks are good for brand visibility, the jury
is out about their effectiveness for lead generation.
(SLIDE8)
(SLIDE 9)
10. Yahoo Gemini (Verizon Media Native)
Remember when Yahoo! was the best search engine? If you do you’re probably as old
as me. But those days are long gone and Yahoo! as a PPC network has been playing
catch up to Google since, well, since Google appeared.
Yahoo Gemini is now known as Verizon Media Native, and offers an admittedly pretty
decent paid ads network. In fact, the blurb claims that it’s the only platform to offer
search and native advertising in the same platform. So far, good USP.
Pros of using Yahoo Gemini: Affordable SERP ads and the option to create native
ads on some of the world’s most popular websites? It’s definitely an attractive
package.
If you’re looking for a niche audience, those using Yahoo and the Verizon family of
websites, this is an affordable way of targeting them.
Cons of using Yahoo Gemini: It doesn’t quite have the reach of Microsoft Bing
Ads, with no network of publisher sites available.
Many reports suggest that video ads are not that effective on Yahoo Gemini.

6. Pinterest
Pinterest has 200 million active monthly users who are researching trends, ideas, and products and
many of them are in the mood to purchase.
The users skew majority of women at 70 percent, with 40 percent earning $100,000 household
income.
Placements: Pinterest.com and Pinterest app.
Mobile: Ads in the feed of the Pinterest app.
Ad Formats: Promoted pins, one-tap promoted pins, promoted video pins, cinematic pins, promoted
app pins.
Pricing: CPC for promoted pins, app installs, CPM for promoted video pins.
Tip: Search queries on Pinterest are more general than on Google, for example. So research
keywords before getting started. A robust Pinterest presence will improve results as shares and saves
on Pinterest stick around and done cost the advertiser.
(SLIDE 10)