When working out your PPC strategy, it’s important to investigate and understand the PPC platforms that will work best for you.
It may come as a surprise to some, but whilst Google definitely monopolises the market when it comes to search engines – it isn’t the only platform you should be considering.
What Platforms Should I Be Using?
PPC can be extremely effective and drive significant business growth for your brand, but not without monetary investment. Finding the right PPC platform will help you to make sure that your investment is attributed to the channels that lead you towards your desired goals and objectives.
The Top 3 PPC Platforms
There are several different PPC platforms designed to help brands and experts get the most from their investment into paid advertising. For some, all of these platforms will be beneficial, and for others, it might only be one. Read on for the platforms that you should be utilising to optimise your efforts.
When it comes to reaching a vast audience, Google is the go-to search engine for advertisers due to its leading share of the market – a whopping 83.5%.
But that’s globally.
When it comes to the UK alone, Google have even more of a monopoly, with a market share of almost 94%.
Google Ads have a plethora of products and services available to advertisers including Search, Shopping, Display, Video and Performance Max. Due to Google’s popularity and the results we’ve seen it deliver, we have all of our client’s accounts live on Google Ads, and have seen specific campaign strategies work well for different industries.
For example, with retail accounts we’d typically be live on Performance Max whilst testing Shopping, and for clients with other assets, we’d look at more upper funnel activity with Video and Display ads. Ultimately, we find that most of our clients drive 95% (if not more) of their paid traffic from Google, so getting your strategy right is essential.
Microsoft Advertising (formerly Bing)
Bing is the second biggest search engine to Google in the UK, delivering paid listings and search results across the Microsoft Search Network.
Following in the footsteps of Google, Microsoft Advertising have also announced their own version of Performance Max – a newer campaign type designed to ‘convert more customers across the entire network’ and using AI to find asset combinations that best execute the desired strategy and reach desired goals.
Typically, we find that Bing brings in below 4% of our client’s paid traffic. However, given that partner sites are controlled, this often comes with a higher conversion rate. Bing may not be the biggest fish in the pond, but it can certainly help towards achieving your overall business goals. Kind of like Ron from Harry Potter – not the star of the show, but a key player!
Amazon is fast becoming one of the biggest search engines for retailers and despite the fees that might come with it, clients can see great account performance to help drive towards over-arching growth goals.
“Amazon’s advertising revenue has grown 26% YOY, reaching $12.6bn in Q3 2023. I expect this trend to continue into 2024 and beyond with further ad revenue growth. They are going to be developing more and more opportunities for advertisers and will eventually overtake Meta as the second largest advertising platform in terms of ad revenue spend.”
Rick Tobin, Managing Director at Circus PPC Agency
Ready To Explore PPC Platforms?
As a specialist PPC agency, we’re not only aware of the tools you need to drive your PPC strategy – we also know how to use them! If you’re looking for an experienced PPC agency to help you to effectively utilise different PPC platforms, get in touch with our experts today for a free account audit.