Let’s say you’ve done a great job setting up your website, optimizing it, and are currently implementing all the necessary strategies to keep it ranking well on search engines. In such a situation, you may be looking for the next step in gaining an edge on the competition by standing out. What would be the best thing to do? Chances are that would be PPC.
PPC, or pay-per-click, is a great way to get an increased volume in traffic by posting advertisements for your service on a platform. These ads take advantage of the large amounts of users that go online daily by catching their attention and directing them to your site. And while there are many PPC platforms that exist online, the two main ones, Facebook & Google, are likely the ones that should be considered first before anything else. But which one is right for you? Learn more as we discuss the pros and cons of both of them.
Let’s start with the obvious. As by far the biggest and most popular platforms for advertising online, Google’s comprehensive options and extensive display networks are enormously vast. It is also supported by many to be the best bang for your buck and is far more fair and unbiased than some other platforms out there. Getting started with it is fairly easy, and once you have everything set up, it takes minimal time to keep running.
All of these attributes make Google Ads the most popular choice out there. It also makes it the most competitive. With several businesses taking advantage of the many benefits advertising brings, it can be tough to stand out against the competition. And while it is the more cost-effective option out there, those with a larger budget do tend to fair better at winning the top spot on the landing page. Luckily it is not purely a numbers game, as it depends on a fair amount of strategy as well, meaning if you are resourceful enough and know the platform well, you can still succeed on a modest budget. If you don’t have the time to hone these skills, our experienced PPC department over at Boston Web Marketing can help.
Facebook Ads is one of Google Ads biggest rivals, and for good reason. With its monopoly on social media, its advertising roots extend to the most popular platforms around. They also have a unique connection to a younger generation of consumers, making it easier than ever to hit the previously difficult demographic. And with more and more people using Facebook as a search engine in addition to keeping contact with friends and staying updated on news and events, the influence of this platform is only set to grow further.
However, this doesn’t prevent Facebook from having its drawbacks. For one, it tends to be less cost-effective, and you likely have to spend a bit more to see a significant return. Beyond that, it is limited in its capability to target what people are looking for, as it relies less on keywords inputted into a query, and more on people’s behavior, mentions and tags, demographics, and past clicking history. All of this makes it limited in what it applies to, as the demographic on some of its platforms are younger as well, taking certain businesses out of the equation. Overall, you need to have a good understanding on who your audience is, and where they spend their time online in order to gage a good return. Fortunately, we can assist you in advertising with this platform as well.
Overall, it really comes down to the nature of your business, and knowing what strengths best assist you in acquiring traffic, and what weaknesses hinder you the least. If you are struggling with choosing a platform, or with managing the campaign for the one you have chosen, us over at Boston Web Marketing can help. Our advertising team are well versed in the area of PPC and are experts at directing traffic to your site, leaving you to attend to other matters. If you feel like you could benefit from our expertise contact us or submit an inquiry. We’d love to work with you!