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Pay Per Click (PPC)
The list of best PPC ad
1. Google Ads
You already know that Google is the biggest of the PPC Ad Networks, with over 78% of the global market share.
Let’s back that up with some numbers so you can get an idea of how that translates into real numbers.
Simply put, it is the most used search engine and the best way to reach the majority of Internet users worldwide. Perhaps except China, which has restricted Google’s services in the People’s Republic.
It has the advantage that anyone you want to target is likely to use Google, so it’s a great platform regardless of your industry.
However, that means your competitors are probably using it, so the Cost Per Click (CPC) on competitive keywords can be prohibitive.
Not only is Google the largest PPC Ad Network, but it also offers a great selection of free tools like Google Analytics and Keyword Planner to help you get the most out of your marketing efforts.
Google’s Display Network is also industry-leading, offering display PPC ads on sites like YouTube, Blogger, and some of the world’s most visited websites.
2. Microsoft Advertising (Bing Ads)
Being second is not necessarily a bad thing. We recently took a closer look at Bing Ads, which is now known as Microsoft Advertising, and we think that the second largest PPC platform offers a lot of advantages.
If you’re looking for a Google Ads alternative that offers cheap CPCs (compared to Google) and still has a broad reach, Microsoft Ads could be very tempting. Like Google, Microsoft Ads offers paid search engine results and a selection of popular websites where you can place your banner, video, or content ads.
Although the choice of partner sites for display advertising is not quite as wide as Google’s, the ability to advertise on MSN, Yahoo, and AOL has its advantages.
Another selling point for Microsoft’s PPC Ad Network is that users tend to come from well-off backgrounds.
Some statistics for the Microsoft Ads/Bing Ads PPC Network:
3. Facebook Ads
In third place, Facebook Ads provides a very different but still appealing ad network package. While Google and Microsoft Ads are both search-based, Facebook Ads rely on demographic targeting instead.
It suggests that a user doesn’t have to be actively searching to activate your ad. Instead, you can have your ad seen in two of the most extensive social media feeds.
Ads can also be displayed in Facebook Messenger and Facebook Audience Network. It is mainly focused on ads within apps. If your business is apps or the kind of thing that targets app users, you might see a good option here.
But it’s that option to advertise on Instagram or in the Facebook feed that’s powerful.
Facebook’s algorithms give you the ability to target specific demographics and interests. And since you’re not showing up in search results, your paid ads appear more like native content.
One thing to remember is that Facebook Ads and ads on the FB Network need to be very visual. There are no text-only search results here. Shareable, well-framed, and with catchy, clickable content is what Facebook is all about.
The average CPC for Facebook ads tends to be lower than Google and Bing, with the average being around $1.72.
4. Linkedin Ads
Known as “Facebook for professionals,” Linkedin has steadily gained popularity as a PPC platform. The reason for this is that you can reach a business savvy and well-educated market that often has strong buying power and intent.
As with Facebook, you can also target specific demographics. In this case, however, you’re talking about professionals, such as marketers, C-level executives, and business owners. If you’re a B2B service provider, you’ve probably thought about Linkedin Ads before.
Just like all the entrances on this list of the best ad networks so far, there is a selection of ways in which your Linkedin Ads can appear:
So what is the average CPC for Linkedin Ads?
Well, Linkedin requires a minimum bid of $2 for CPC and CPM ads. So it’s already not the ad network with the most inexpensive CPC.
Interestingly, they likewise use a cost per send option for these InMails, with a flat rate for each mail sent and received. It can be as low as $0.10c per send or something like that.
But when it comes to audience quality, at least for B2B marketers, Linkedin is hard to beat.
The initial of the dedicated native advertising platforms on our list. You have probably seen Taboola on your favorite news site. The company specializes in sponsored content that fits into the list of news articles or content displayed on partner sites.
It’s like Google Adsense and the Display Network, but for a carefully curated list of sites.
How does it work for marketers?
If you want your brand name to appear on sites like Business Insider, Forbes, or New York Times, Taboola is a cheap and effective solution.
You need to create content that is engaging and designed to convert (without being spammy, of course). Yes, that means creating a blog post or news article about your product or service.
Your PPC options are either CPM or CPC.
The average CPC for Taboola is usually only a few cents, making it one of the cheapest options for PPC Ad Networks.
Another difference between Taboola and Google’s Display Network/Adsense is that the Taboola network websites must be of high quality. It means that all sites on the Taboola network must have more than 1 million visitors per month, while Google Adsense sites can have pretty much any amount of traffic.
Taboola now owns Outbrain, so it’s pretty much the same thing. They’re both focused on content marketing, with a selection of high-quality websites.
So, what’s the difference between Outbrain and Taboola?
Taboola websites tend to have more traffic, with industry monsters like Forbes, etc.
Outbrain is still no slouch when it comes to displaying your content on its network of publishers. You’ll show up on sites like The Guardian, CNN, Wired, Conde Nast Traveler, and Cosmopolitan.
Outbrain’s average CPC is also lower: it’s reportedly $0.10c, while Taboola’s is closer to $0.45.
Another content suggestion ad platform, similar to Taboola and Outbrain. Although RevContent doesn’t have a selection of high-end sites, it has a good reach with the US audience.
By their admission, they are the fastest-growing native advertising network in the world. So, if you’re looking for a platform with growth potential and much less competition, RevContent might be a wise choice.
For a PPC Ad Network with a relatively small reach, you would expect the average CPC to be relatively low. However, reports suggest that RevContent’s CPC is about the same as Taboola’s, at about $0.44c per click.
8. Reddit Ads
Another social media platform that makes a great PPC Ad Network? Yes, but Reddit is another useful niche advertising platform you should have in your arsenal.
What exactly is Reddit? Well, it’s the most significant social forum in the world, and if you’re not up to speed up, you might want to take a look.
There are currently around 330 million monthly active users, with visitors coming for everything from sharing memes to researching business opportunities. Yes, there’s a lot of B2B and B2C potential in this network.
Your ad will be displayed in the form of a Reddit post with “Promoted Post” in the bottom right corner. It means that your ad will usually be seen at the top of a subreddit page or show up in the feed, just like a native promotional post.
Advertising rates on Reddit are reasonable, with prices starting at $1.50 for CPM.
But is it worth it to use Reddit for advertising? The jury is still out, with mixed reviews online. The advantage of adding Reddit to your list of PPC sites is that you can search by community, interests, and location – among other options.
In short, while it hasn’t proven to be the most effective CPC Ad Network, there’s a lot of potentials.
As one of the largest retargeting ad networks, AdRoll is a powerful tool to drive revisits or convert interested visitors into paying customers.
AdRoll works with AI to understand visitor behavior. It bundles your marketing strategy across multiple channels to drive engagement on social media, via email, or through your e-commerce website.
AdRoll’s secret weapon is BidiQ, which analyzes user data across web and social media platforms to serve ads at the best price. You can also use AdRoll to target customers with emails tailored to them, often touted as a critical conversion strategy.
Advertisers can likewise harness the power of dynamic ads. These are ads that pop up with a relevant product after you search for something similar. Although some people find these a bit crazy, they have proven to be quite effective.
If you’re looking for a way to unify your retargeting strategy and you’re wondering if there’s another way (besides Google Ads), AdRoll is an excellent choice.
10. RTB House
Another choice for retargeting ad networks is RTB House, a smaller upstart that offers its AI tools brand.
RTB House has access to more sites for retargeting potential but is otherwise very similar to the larger and more established AdRoll.
As the name suggests, RTB House offers real-time bidding on a wide selection of PPC Ad Networks, all within their platform.
Pricing-wise, RTB House is bid-based only, so you’ll need to get in touch with them to discuss your retargeting ad requirements.
11. Twitter Ads
Back to the social media giants, and Twitter Ads is a useful PPC Ad Tool for business owners.
The choices for Twitter Ads are:
Most of them speak for themselves. There is another option, Promote mode, an automated promotional bidding option that allows you to tweet and carry on as usual. Twitter then promotes your tweets and gets them to about 30,000 additional people.
For a flat rate of $99 per month, this can be quite an effective PPC method.
As with all social media networks, you can run PPC Ads on Twitter based on interests, demographics, and geographic location.
For best results, use visual content or harness the power of Twitter’s Micro-Blogging style.
12. Twitch Ads
Here’s a stat for you. 50% of American Millennial Men use Twitch. Do we have your attention? Yes, Twitch has the prospective to be a substantial advertising network.
In case you’re not up to speed: Twitch is a live streaming platform built on live gaming. Nowadays, you’ll also find musicians, vloggers, and more live streaming on this fast-growing platform.
Ads on Twitch can appear as:
You can also sponsor events (such as tournaments or leagues) or use Twitch SureStream. Both options offer high visibility and also bypass things like ad blockers, so your ads are guaranteed to be seen.
At any given time, there are about 1 million viewers on Twitch and growing. As Twitch states on its website, this is more than the daily viewers of CNN or MSNBC. So this is a PPC network to watch out for in the future.
In terms of demographics, 81% of Twitch viewers are men, predominantly in the 18-34 age group. Most Twitch viewers are tech-savvy, and trust influencers and YouTube stars more than traditional broadcast channels.
One of Twitch’s strengths is that you can choose to have your ads appear in the streams of specific live streamers. It is more affordable than influencer marketing and slightly more targeted than traditional PPC Ad Networks.
It is a channel that has been recognized for its powerful potential and is now being used regularly by some brands. For you as a marketer, this means that advertising on Twitch is not as cheap as it used to be.
Another native advertising content platform AdNow, provides access to over 160,000 publishers. By offering real-time bidding through AdNow, advertisers can run Native Content Ads or Banner Ads.
The ability to run both banner and native ads from one publisher can be beneficial. Publishers who use AdNow are often the types you don’t see on Taboola, Outbrain, or RevContent. The reason for this is that AdNow is less strict about the publishers it accepts.
That doesn’t necessarily mean poor quality sites, yet it does imply a reach that those advertisement platforms don’t offer.
A selling factor for advertisers is the low CPC, which is around 3 to 6 cents per click, while CPM is up to around $2.
The number of users using ad blockers has increased in recent years, with browser extension options to block ads. But this intelligent PPC Ad Network offers the potential to bypass ad blockers with fully allowed and non-intrusive ads.
Data shows that the demographic probably to use ad blockers are millennials, so using AdRecover offers your ads the potential to be seen by this high-value audience.
AdRecover claims that all ads are non-intrusive, and many of them are displayed “above the fold” without slowing downloading speed.
It is done with static or text-based ads, so no video or banner ads here.
There is no data online about the average cost of using AdRecover for advertisers. But they suggest that to use AdRecover, your monthly media spend should be $10,000. It might not be the most excellent solution for SMBs, but it could be a valuable way to target millennials for established and growing businesses.
Choosing the best PPC ad network for your ad strategy
As we have seen, there is a wide choice of ad networks for advertisers, and choosing the best one is not so easy. The best all-rounder is by far Google Ads, as it offers the largest search engine for ads and the Display Network with the broadest selection.
If you’re looking for a platform that targets a specific audience or a PPC Ad Channel with less competition, this list may have given you some ideas.
Such as, if you want to target business professionals, Linkedin Ads might be the best choice for you. Or, if you’re thinking about using PPC Ads with native content, hopefully, one of our suggestions could be your solution.
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