The Top 6 Best Pay-Per-Click Ad Platforms For Your Buck in 2023

It can be challenging to select the right pay-per-click (PCC) ad platform, especially if your campaign has tight margins and you can’t afford for it to fail.

Recently, MarketingProfs published an article reviewing the strengths of the top-performing PPC options.

This article summarizes them to help you and your team identify the best approach that will suit your needs.

1. Google Ads

The top-performing PPC platform is Google Ads! In fact, MarketingProfs calls it the most powerful. Here are a few reasons why:

• You can establish budget limits that are never exceeded.
• You can reach a large, diverse audience.
• It offers superior targeting, using geographic, demographic, behavioral, and many other parameters.
• Its reporting and analytics capabilities lets you track and measure performance so you can effectively optimize your campaigns.

2. Facebook

Coming in second is Facebook, which has a wealth of user data available to users.

• Like Google Ads, you can access extensive data in order to target ads based on an extensive variety of criteria.
• Because of that, your ads will be delivered to highly interested audiences, increasing the likelihood of campaign success.

3. Bing

Yes, Bing is in the running for your ad dollars. Here are a few distinct advantages that the platform offers:

• It offers the second highest market share, earning 10% in countries like Canada, the US, Australia, and the UK.
• Bing has partnerships with AOL and Yahoo, which adds 1 billion additional monthly users to its audience reach.
• You can target specific groups on LinkedIn, which Google Ads doesn’t allow for.
• It has a lower cost-per-click (CPC) and a higher clickthrough rate (CTR) than Google, but a lower conversion rate.
• Bing’s audience skews older and has a higher annual income – and they are more likely to spend money purchasing online.

4. TikTok

Coming in fast behind Facebook, TikTok is gaining traction for advertisers. Here’s why:

• The TikTok ad landscape is less saturated than Facebook.
• Its audience skews younger, so it’s ideal for brands that want to target Gen Z.
• It promotes high-level engagement and daily use, due to its short-form format.
• It has a higher CTR and return on ad spend (ROAS), but a lower conversion rate.
• The platform offers a ton of ad formats, including branded hashtags, in-feed ads, and brand takeovers.

5 & 6. Up and Coming

Making great strides behind the top four performers are Amazon Advertising and LinkedIn Ads. Amazon Advertising is ideal for companies who want to target its vast user base of shoppers. LinkedIn is effective for B2B marketers who are targeting a professional audience.

Ultimately, the best ad strategy for your company depends on your audience and your ad goals. Often the ideal approach is to create a cohesive experience for your audience using multiple touch points throughout the funnel. And that may mean using more than one PPC platform.

If you’d like help identifying the PPC platforms to use and creating effective ad campaigns, give us a call!