If you own or run a small business you’re probably aching for more ways to get your business name out there. In today’s muddied and polluted marketplace, it’s hard to stand out from the crowd, so how do you know what platforms are the best for you? That’s a good question, and the answer always comes down to industry, location, and audience. What we mean is that the platforms that currently allow for PPC advertising greatly vary in their audience, location, and industry relevance. Keeping this in mind, let’s take a look at some platforms that offer PPC (pay-per-click) ad services and what they have to offer you.
Google is the big kid on the block of the PPC scene. The search engine dominates default search engines on browsers all over the world, not just the USA. Regardless of what kind of business you run, you should be indexed on Google. Due to how competitive some keywords are on the platform, it may not be a good idea to invest 100% of your budget into Google Ads however. Some industries on the platform are over saturated, with some keywords reaching a cost of $20 per click! This could be exorbitant for some industries, restaurants for example wouldn’t make enough money back per converting client to justify the expenditure. However, legal services, doctors, auto retailers, and other businesses that benefit from a high ROI will see great success on Google Ads.
For those that wish to benefit from Google’s high user ship without paying hand over fist for advertising– Google Maps is here! You can advertise locally on Google Maps, these map ads tend to be less costly and will be highly targeted at only those who are interested in your business who are located near it. This means your ads won’t be getting shown to people who aren’t within driving distance of your physical location. For example if you owned a real estate agency in Miami you could run an SEO campaign targeting keywords specific to real estate in Miami. This would help with your cost on PPC for your Miami campaign. In addition, it would allow your landing pages to rise in the natural listings on google maps and google searches. That being said, this option is only available to those who do have a physical location.
Facebook and Instagram PPC
Instagram and Facebook are both integrated but both platforms boast widely different demographics. Facebook is home to a much older demographic, with many Gen Z and Millenials having grown out of the platform to use other forms of social media. Not only that, but since the user’s location, age, relationship, and various other data points are stored on site, you’ll be able to highly target your ads if needed. Facebook is a great place to target an older, more educated demographic that has the money to make big purchases. Facebook ads enjoy a lot of exposure, and cost per click tends to be lower than other competitors. The platform is also great for interacting with customers and potential clients as it offers the ability to create a page for your business similar to services like Yelp.
Instagram is where all those Gen Z and Millennials escaped to, well, when they aren’t on Twitter. The platform is full of mostly younger people who have less access to capital. That being said, the 18-25 year old market has been prized for years as these tend to be the ages when people make the most impulse purchases. Instagram would be a great platform to advertise on if you intend on targeting younger customers and have a physical product that can be shown to the client, rather than just a service.
Yelp is a platform that is mostly used to find brick and mortar businesses that stand out from the rest. Its user rating system and strict monitoring of reviews by admins means that only REAL reviews from REAL people are going to be found on this platform. Yelp is most commonly used in densely populated areas like cities. Cities tend to cluster similar businesses next to one another, as such the usage of a service like Yelp would come in handy to distinguish good businesses from great businesses.
The users of Yelp tend to be younger and more tech savvy. If you run a restaurant, you essentially HAVE to be on Yelp as the platform is massive with foodies. For those who do not have a physical store location, or for those who have an older audience or are located in a rural area, Yelp is mostly a luxury. The platform itself automatically selects keywords to bid on, and cost per click can be rather high. That all being said, for those who do find success on Yelp, the tool is immensely useful for customer interaction and for forging good relationships with you clients. This can be a great platform for PPC depending on the industry that you are in.
Bing is a platform that is often overlooked for PPC due to the near ubiquity of Google. When was the last time someone asked you to “Bing” something for you? Despite only controlling a 12.5% market share, Bing is still a great platform to advertise on depending on where your business is located.
First things first, where is Bing used? Bing is mostly used in Sun Belt states as well as northwestern states, primarily Washington which hosts the Microsoft and Bing headquarters. The users of Bing are on average older than the users of platforms like Google or DuckDuckGo, meaning that industries looking to target an older audience could greatly benefit from investing in Bing ads. This older audience comes with a mess of different analytics, for example they are more likely to have children, more likely to be less tech savvy, and more likely to be a blue collar worker.
Bing would be a great fit for any business intending to target a strictly older demographic. Professional services, such as legal, insurance, or doctors are more likely to find their target audience on Bing rather than Google. While Google has more users, the addition of a younger demographic to the mix could mean that your cost per click goes up due to these non-converting demographics responding to your ads.
We hope this blog was helpful and will hopefully help you grow your business to new heights with your PPC campaigns! If you need a hand with any of you SEO, local SEO, or pay per click problems, we also offer top of the line service. Digital Marketing Whiz was formed by two brothers who took their own small business and put it on the map in multiple cities thanks to our knowledge of SEO. Why fumble over the minutia when you can let pros handle it?