Posted on 20/09/2023 by Vinod Velusamy

Understanding PPC Platforms

PPC is a wide subject and there are a number of different platforms for you to get to grips with. Google Ads, Microsoft Ads and social media ads are all tried and tested ways of getting your brand in front of a targeted audience, increasing high quality leads and achieving conversions. Each has their benefits and restrictions and it’s often a good idea to implement a mixture to get the results you want. However, you need to understand PPC in order to make the most out of it.

Having a top level of understanding of every platform available to you will allow you to make informed decisions about which PPC route is right for you, allowing you to maximise your campaign’s potential and get the strongest return on your investment. 

Understand PPC Google Ads

Google Ads is currently the most popular form of PPC and it’s a name that has become synonymous with the marketing strategy. Google is the most visited website on the web and it therefore has the largest possible reach. Billions of searches happen every single day on Google and in the UK alone, it has an incredible 83.84% of the market share of online PPC advertising. 

Google Ads Placement 

Google Ads are of course most commonly found on Google search results pages. They can also be found on the GDN – a group of more than 2 million websites, videos and apps where Google Ads can appear – as well as mobile apps and YouTube.

Google Ad Formats

Google Ads come in all kinds of shapes and sizes and there is a wide range of campaign types to choose from.

Search Ads – Text based adverts on Google SERP’s.

Display Ads – Display Ads are image based adverts on Gmail or websites.  

Video Ads – Ad’s on Youtube Videos. Includes skippable and non-skippable ads, in-feed, bumper, outstream and masthead ads.   

Shopping Ads – Ads that specifically promote a physical product.

App Ads – Any Google Ads that appear in apps.

Smart Ads – Fully automated ads in Google.

Discovery Ads – Ads that allow advertisers to show ads to increase the discoverability of your business, products or services. These are automated adverts.  

How Does Bidding Work?

Google Ads works in the same way that an auction does – the higher bidder will get a better deal, in this case a better placement for ads. You set a maximum bid amount for your ad during the setup process. Google Ads works in a way that the advertiser pays a fee or every time someone clicks on an ad. This fee is known as CPC (cost per click). There is also a CPM (cost per mille) – the cost an advertiser would pay for 1000 impressions.  

Understand PPC Microsoft Ads

Microsoft Ads (formerly  known as Bing Ads) is a powerful PPC advertising platform for businesses to utilise. Bing is dwarfed by Google’s 84% market share – having a mear 9% market share itself. Still, Bing sees over 1 billion unique visitors a month and is a great way to increase your businesses leads and maximise ROI.

The difference in users compared to Google isn’t all bad news however. It actually makes for a less competitive platform where it is easier to achieve a higher audience segment. Less competition also means potentially cheaper adverts. Bing is also Microsoft’s default search engine, meaning all Microsoft PC’s come with Bing as the primary search engine.    

Microsoft Ads Placement  

Your Microsoft Ads will appear on the Bing search engine results page, similarly to how Google displays your ads. Ads can also appear on AOL, Yahoo or other syndicate partner sites. You also have the option of setting your ads up using location targeting. Perhaps you run a local business and only want to show you ads to web users within a 20 mile radius.  

Microsoft Ad Formats

Just like Google Ads, Microsoft Ads are displayed in a wide range of formats: 

Expanded Text Ads – Basic text ads that are displayed at the top of the SERP.

Responsive Text Ads – Automatic conversion-focused campaigns. Simply provide up to 15 headlines and 4 descriptions and Microsoft will use this to create optimised copy. 

Product Ads – Ads for physical products. They appear at the top of SERPs and feature and image headline, pricing and seller details. 

Multimedia Ads – Ads that are displayed on websites. As the name implies, they feature multimedia such as imagery to draw attention. 

Microsoft Advertising in Bing Search Bar – These are ads that Microsoft places on pages from sites in the Microsoft Audience Network. They are currently available in DE, AU, NZ, FR, UK, US and CA.

Dynamic Search Ads – They look similar to regular expanded text ads, although Microsoft will automatically generate them based on the content on your website. 

App Install Ads – Exactly the same as an expanded text ad, although the link will take a user to the App Store or PLay Store to download your app. 

How Does Bidding Work?

Bidding works in a similar fashion to Google Ads – you allocate your daily budget. You will then pay for the periods of time your ads are active. Microsoft will estimate the amount of clicks and impressions your ad will get. You will then pay every time a user clicks on one of your ads.  

Understand PPC Social Media Ads

Apart from search engines, PPC ads are also available for a number of popular social media platforms, such as Facebook, Twitter, Instagram and LinkedIn. Social media advertising is an effective way of targeting specific demographics and can be an effective marketing strategy depending on your industry.

Facebook Ads

This is still the most popular social media platform so it’s no surprise that utilising ads for this platform can be highly effective. Not only does it have incredible reach, but it also allows for impressive targeting because of a high amount of data collected from users. 

There are 10 million active advertisers currently using Facebook PPC campaigns of some form, and the wide variety of ad types allows you to target all of them. Common Facebook ad types include Image, Video, Carousel, Instant Experience, Collection, Lead, Slideshow, Stories and Messenger Ads. 

Twitter Ads

Twitter has over 430 million users – making it a popular option for PPC. It allows for objective-based ad campaigns where you choose from a selection of campaign objectives, and you will only be billed for ad that fall within a chosen objective. It also makes for comprehensive targeting to find the most relevant users. 

PPC ads on Twitter not only allow you to reach loads of potential new customers, but it is also an effective way of improving your web traffic and growing your online visibility. Types of Twitter ads include Promoted Ads, Follower Ads, Twitter Amplified, Twitter Takeover, Dynamic Product Ads (DPA) and Collection Ads.  

Instagram Ads

Instagram Ads are an effective way of improving your reach and targeting your audience. It is hugely beneficial to grow brand exposure, improve web traffic, improve leads and boost all important conversions. 

Instagram is of course an image based platform so ads are made up of imagery alongside a small amount of text. This makes it particularly effective for advertising physical products, especially if they have a particularly visual appeal. Businesses that deal in food, clothing or beauty for example would be very well suited to an Instagram PPC campaign.

LinkedIn Ads

Overall, LinkedIn ads are a powerful tool that can help you achieve your marketing goals. If you’re looking for a way to reach a highly-targeted audience, generate leads, and increase brand awareness, then LinkedIn ads are a great option. As a business-based platform, LinkedIn ads are ideal for B2B campaigns.

Maximise Your Business With PPC From Loop Digital

It’s no secret that PPC has the potential to be a complicated affair and the best results are often from those who understand each platform inside out. That’s why many businesses choose to hire the expert services of a PPC specialist when trying to understand PPC and put it into practice.

If you’re looking for an effective PPC strategy to help secure a greater number of conversions and sales, look no further than Loop Digital. We will support you in creating a fully bespoke PPC strategy that is tailored to your businesses individual needs, and that sits within your budget. 
So, if you’re ready to grow your business using PPC, contact Loop Digital today or book a free consultation with an expert.

Vinod is an indispensable asset to our team, serving as a highly skilled Paid Search Specialist. With an exceptional ability to analyse competitors and identify innovative strategies, Vinod continuously strives for excellence in his work. His profound passion for writing and effective client communication further strengthens his ability to deliver outstanding results. Vinod’s unwavering dedication to tackling challenges head-on in order to achieve tangible and remarkable outcomes sets him apart. Bringing with him a wealth of knowledge, Vinod embarked on his educational journey, pursuing a Master’s degree in Marketing at UOB. Although not yet completed, his extensive coursework has equipped him with a comprehensive understanding of the intricacies of marketing. Vinod’s acute understanding of client needs enables him to develop targeted campaigns that not only surpass competitors but also drive significant growth for our clients. Beyond his professional pursuits, Vinod indulges in his passion for music by playing the guitar, honing his skills, and channelling his creativity. Additionally, his love for football provides him with an outlet to foster teamwork, resilience, and a competitive spirit. Vinod’s expertise as a Paid Search Specialist, coupled with his unyielding enthusiasm and commitment to delivering exceptional results, make him an invaluable member of our team. His ability to analyse competitors, craft compelling campaigns, and foster strong client relationships propels our clients toward unprecedented success.

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