The 12 Best Paid Advertising Platforms Chosen by Hitsearch

However, the world of PPC is competitive and far from straightforward. This can make the entire area seem somewhat impenetrable to those with no experience of it. The first challenge is choosing the right PPC platform for your business. This is not simple; even for those with plenty of PPC experience.

Video: How To Advertise For A Small Business (Which Advertising Platform Is Best?)

A lot will depend on your budget and your goals. You may want to use multiple platforms or you may only have the funds to use one. Either way, you need to start with some careful research into the different options. To help you, the team at Hitsearch has compiled a brief rundown of our favorite 12 paid advertising platforms. Spend a few minutes reading it, and you’ll be off to a good start.

For now, explore these 12 leading paid advertising platforms:

1. Google Ads

Google Ads is a dominant force in the paid advertising space. It allows you to display PPC ads at the top of Google search results, leveraging the vast reach of the largest search engine. Additionally, Google Ads offers the Google Display Network for advertising on popular websites, making it suitable for both search and display ads.

Key Insights on the Google Ads Platform

1. Massive Reach: Google Ads reaches over 90% of global internet users, making it one of the most powerful platforms for online advertising.

2. High ROI Potential: Businesses make an average of $2 in revenue for every $1 spent on Google Ads, highlighting its effectiveness in driving sales.

3. Complex Learning Curve: While powerful, Google Ads can be complex and requires significant expertise to optimize campaigns effectively, particularly with advanced features like automated bidding.

4. Targeting Precision: Google Ads offers advanced targeting options, including demographics, location, and interests, allowing businesses to reach their ideal customers with high accuracy.

5. Expensive CPC: Depending on the industry, Google Ads can have a high cost-per-click (CPC), especially in competitive sectors like insurance and finance, where keywords can cost over $50 per click.

2. Bing Ads

Although Google is the largest search engine, Bing also captures significant web traffic. Bing Ads enables you to appear in search results on this platform, providing an additional avenue for PPC campaigns. It’s a great way to diversify your reach beyond Google.

Key Insights on the Bing Ads Platform

• Significant Reach: Bing Ads (now Microsoft Advertising) reaches 63 million searchers that aren't reached on Google, making it a valuable platform for capturing additional market share.

• Lower CPC: Bing Ads often has a lower cost-per-click (CPC) than Google Ads, with CPCs reportedly 33.5% cheaper, offering a more cost-effective option for advertisers.

• High-Quality Audience: Bing users tend to have higher incomes, with 38% of Bing's audience earning over $100,000 annually, making it an attractive platform for premium brands.

• Integration with Microsoft Ecosystem: Bing Ads integrates seamlessly with other Microsoft products like LinkedIn and Outlook, allowing for more comprehensive targeting strategies.

• Smaller Market Share: Despite its benefits, Bing Ads commands a smaller market share, with only about 6% of the global search engine market, limiting its reach compared to Google Ads.

3. Facebook Ads

Social media is a powerful tool for reaching vast online audiences. Facebook Ads stands out due to its extensive user base. Ads can appear in various formats, such as banner ads and sponsored posts, allowing for versatile advertising strategies. The platform’s robust targeting options enhance its effectiveness.

Crucial Insights into the Facebook Ads Platform

• Massive User Base: Facebook Ads offers access to over 2.9 billion active users, providing unparalleled reach and exposure for brands of all sizes.

• Advanced Targeting Capabilities: Facebook's advanced targeting options allow advertisers to reach specific demographics, interests, and behaviors, making it highly effective for precise audience targeting.

• Cost-Effective Advertising: Facebook Ads tend to have a lower cost-per-click (CPC) compared to other platforms, with an average CPC of around $0.97, making it an affordable option for many businesses.

• Visual-Centric Platform: Facebook Ads are highly effective for visual content, with image and video ads driving higher engagement rates, particularly on mobile devices.

• Data Privacy Concerns: Recent changes in data privacy regulations and user trust issues have impacted Facebook's ad performance, especially with the rollout of Apple's iOS 14.5 update, which has affected ad tracking and targeting capabilities.

4. Instagram Ads

Owned by Facebook, Instagram’s ad platform functions similarly, offering multiple ad formats like stories, carousel ads, and sponsored posts. Both platforms enable precise targeting of specific demographics, enhancing ad effectiveness and allowing you to engage users visually.

Essential Facts About the Instagram Ads Platform

• Highly Engaged User Base: Instagram boasts over 1.3 billion active users, with 90% of them following at least one business account, making it a prime platform for brand engagement.

• Visual-First Platform: Instagram Ads thrive on visually appealing content, with photo and video ads significantly outperforming text-heavy ads in terms of engagement.

• Influencer Integration: Instagram is a hub for influencer marketing, with businesses seeing an average earned media value of $5.20 for every $1 spent on influencer collaborations through the platform.

• Younger Audience Reach: Instagram is particularly effective for reaching younger demographics, with 67% of its users aged 18-29, making it ideal for brands targeting millennials and Gen Z.

• Higher CPC and CPM: Instagram Ads tend to have higher cost-per-click (CPC) and cost-per-thousand-impressions (CPM) compared to Facebook, with average CPCs ranging from $0.70 to $1.00, which can be more expensive depending on the targeted demographic.

5. X Ads

X is another major social media platform. Promoted tweets, which elevate organic tweets from your business to the top of users’ feeds, are a particularly effective ad type on X. Other options include promoted accounts and trends, which help boost your presence on the platform.

Key Takeaways from the X (Twitter) Ads Platform

• Real-Time Engagement: X (formerly Twitter) Ads capitalize on the platform's real-time nature, making it ideal for time-sensitive campaigns, breaking news, and live event promotions.

• Wide Reach: X boasts around 353 million monthly active users, providing substantial reach, especially for brands looking to engage with a global audience in real-time.

• Targeting by Interests and Keywords: X Ads allows for precise targeting based on user interests, keywords, and even specific hashtags, enabling advertisers to reach highly relevant audiences.

• Lower Engagement Rates: While effective for real-time marketing, X Ads generally have lower engagement rates compared to more visual platforms like Instagram, partly due to the fast-paced nature of the platform.

• Effective for Brand Awareness: Despite lower engagement, X Ads are particularly effective for boosting brand awareness, with promoted tweets being 89% more likely to be seen than organic ones.

6. LinkedIn Ads

LinkedIn, though often overlooked, is a valuable advertising resource, especially for B2B companies. It excels in promoting industry-specific informational content. LinkedIn Ads include sponsored content, InMail, and text ads, making it ideal for targeting professionals and decision-makers.

Essential Points About the LinkedIn Ads Platform

• B2B Powerhouse: LinkedIn Ads are particularly effective for B2B marketing, with 4 out of 5 LinkedIn members driving business decisions, making it a prime platform for reaching professionals.

• High Conversion Rates: LinkedIn Ads have higher conversion rates compared to other social platforms, with sponsored content delivering 80% of social media B2B leads.

• Precise Professional Targeting: LinkedIn offers advanced targeting options based on job title, industry, company size, and professional skills, enabling marketers to reach decision-makers directly.

• Higher CPC: While highly targeted, LinkedIn Ads typically come with a higher cost-per-click (CPC), often ranging between $5 to $12, which can be costly for some advertisers.

• Content-Driven Engagement: LinkedIn users are more likely to engage with content that is educational or industry-focused, making it an ideal platform for sharing white papers, case studies, and professional insights.

7. Pinterest Ads

Pinterest is essential if your target audience includes middle-to-upper-class women. Promoted pins are an effective way to advertise products or services on this platform. With its visually driven interface, Pinterest allows brands to showcase their products in a creative and engaging manner.

Pinterest Ads: Unlocking Visual Marketing Potential

• Visual Discovery Engine: Pinterest Ads thrive on the platform’s visual-first approach, making it ideal for brands with visually appealing products or services, especially in industries like fashion, home decor, and food.

• High Purchase Intent: Users on Pinterest are often in the planning phase, with 89% of Pinterest users using the platform for purchase inspiration, leading to higher conversion rates compared to other platforms.

• Lower Competition, Lower Costs: Pinterest Ads typically have lower competition and cost-per-click (CPC) compared to platforms like Facebook, making it a cost-effective option for advertisers looking to maximize ROI.

• Strong Mobile Presence: With 85% of Pinterest users accessing the platform via mobile devices, Pinterest Ads are optimized for mobile engagement, ensuring that your content reaches users where they are most active.

• Longevity of Content: Unlike other platforms where content quickly becomes outdated, Pinterest Pins have a long shelf life, continuing to drive traffic and engagement long after they are posted. This long-term visibility can lead to sustained results from a single ad campaign.

8. Amazon Ads

Amazon Ads are crucial for promoting your Amazon store. These ads can appear as sponsored search results on Amazon and as display ads on third-party sites. This platform is particularly effective for e-commerce businesses looking to boost product visibility and sales on Amazon.

Amazon Ads: Fueling Your E-Commerce Success

• Prime Real Estate: Amazon Ads reach over 300 million active customers, giving your products prime visibility where shoppers are already poised to buy.

• High Purchase Intent: With 74% of Amazon users ready to purchase, ads on this platform are directly aligned with high conversion potential, driving immediate sales.

• Cost-Effective CPC: Amazon Ads often offer lower cost-per-click (CPC) compared to Google Ads, making it a cost-effective way to capitalize on consumer intent without breaking the bank.

• Powerful Data Insights: Amazon provides detailed analytics and customer insights, allowing you to fine-tune your campaigns and target the most profitable audience segments.

• Product-Centric Ads: Unlike traditional ads, Amazon’s product-focused ad formats seamlessly integrate with the shopping experience, making your products stand out exactly when customers are ready to purchase.

9. Bidvertiser

Bidvertiser is ideal for creating banner ads. It allows websites to earn revenue from ads displayed in page margins, with a low average cost per click. This platform offers a straightforward approach to PPC advertising, making it accessible for businesses of all sizes.

Bidvertiser Ads: Unlocking Cost-Effective Reach

• Flexible Bidding Options: Bidvertiser allows advertisers to set their own bids, giving you control over your ad spend while optimizing for maximum reach and engagement.

• Diverse Ad Formats: The platform supports a variety of ad formats, including banners, pop-unders, and sliders, allowing you to tailor your ads to different audience preferences and maximize click-through rates.

• Access to Niche Markets: With Bidvertiser, you can target niche audiences effectively, reaching potential customers in less saturated markets where your ads can stand out.

• Lower Entry Costs: Bidvertiser is known for its competitive pricing, making it an attractive option for small businesses and startups looking to dip their toes into online advertising without a hefty budget.

• Direct Publisher Relationships: Bidvertiser maintains direct relationships with publishers, ensuring your ads are placed on quality websites that align with your target audience, improving both visibility and credibility.

10. AdRoll

AdRoll excels in retargeting. By tracking visitors on platforms such as Google and Facebook, it effectively retargets them with ads, encouraging return visits. AdRoll integrates with various channels, ensuring a cohesive retargeting strategy across different platforms.

AdRoll Ads: Supercharge Your Retargeting Strategy

• All-in-One Platform: AdRoll offers a comprehensive solution for retargeting, allowing you to reach customers across web, social media, and email channels seamlessly, maximizing your brand’s presence.

• Dynamic Ad Capabilities: With AdRoll’s dynamic ads, you can automatically tailor your creatives based on user behavior, significantly increasing the chances of conversion with personalized content.

• Cross-Device Reach: AdRoll tracks users across multiple devices, ensuring your ads are seen wherever your audience is, leading to a more cohesive and effective retargeting campaign.

• Robust Analytics and Insights: AdRoll provides detailed performance analytics, allowing you to optimize campaigns in real-time and get the most out of your advertising budget.

• Cost-Effective Retargeting: AdRoll is known for its competitive pricing, offering powerful retargeting tools that drive higher ROI without the premium costs associated with other platforms.

11. Yahoo Gemini

Yahoo Gemini offers access to a network of properties, including HuffPost, AOL, and Tumblr. It displays ads in search results and website margins, reaching diverse audiences. Gemini’s unique combination of search and native advertising helps brands connect with users in a more natural context.

Yahoo Gemini Ads: Amplify Your Mobile Reach

• Native and Mobile-First: Yahoo Gemini focuses on native advertising and mobile-friendly formats, seamlessly integrating your ads into users’ content feeds, boosting engagement and visibility.

• Exclusive Audience Access: Tap into Yahoo’s extensive user base, with access to over 1 billion monthly active users across Yahoo, AOL, and other Oath properties, ensuring broad reach for your campaigns.

• High Engagement Rates: Native ads on Yahoo Gemini have been shown to achieve 3x higher engagement rates compared to traditional display ads, making it an effective choice for brands looking to connect with their audience.

• Integrated Search and Native Ads: Yahoo Gemini uniquely combines search and native advertising, allowing advertisers to target users with intent-driven search ads while reinforcing their message with engaging native content.

• Cost-Effective for Niche Markets: Yahoo Gemini’s platform offers competitive CPC rates, particularly in niche markets, providing a cost-effective alternative for advertisers looking to maximize ROI without the premium costs of larger platforms.

12. BuySellAds

BuySellAds is perfect for targeting niche audiences. If other ad networks are too broad, this platform allows you to place ads on websites that cater specifically to your target niche. This precise targeting ensures your ads reach the most relevant audience, maximizing engagement and conversions.

BuySellAds: Premium Ad Inventory for Maximum Impact

• Direct Access to High-Quality Publishers: BuySellAds connects you with premium publishers, ensuring your ads are placed on high-traffic, reputable websites that resonate with your target audience.

• Transparent Pricing: With BuySellAds, you can see exactly where your money is going. The platform offers transparent, flat-rate pricing, eliminating the guesswork and providing clear value for your investment.

• Customizable Ad Formats: From display ads to native content, BuySellAds provides a range of customizable ad formats that allow you to create ads tailored to fit seamlessly into the look and feel of each publisher’s site.

• Niche Audience Targeting: BuySellAds excels in helping you reach niche markets, making it an ideal platform for brands looking to engage with highly specific, dedicated audiences.

• Efficient Campaign Management: The platform’s user-friendly interface and robust analytics tools allow for easy management and optimization of your ad campaigns, ensuring you get the best possible results with minimal effort.

With these options and some advice from Hitsearch, you can select the platforms that align best with your business needs and choose the most effective advertising strategies.