What are the best platforms for managing PPC campaigns?

Shopping ads are seeing an insane ROAS (6-9) at the minute for B2C for our clients with PMax especially YouTube when we’ve nailed the audience signals. Keep them up to date and refresh your assets, testing multiple. Also, patience. Google takes way longer than Facebook to catch up on learning.

Google Ads is a great platform for customer acquisition especially with lower-funnel campaign types such as Search and Shopping. Then driving awareness with Video and Display. However relying on Google Ads automation and bidding strategies alone will not yield the best results as Google has openly admitted to sometimes raising prices on its auctions by 5% to 10% without notifying advertisers. Utilizing tools such as Optmyzr and Opteo for search campaigns helps advertisers combat rising CPCs as they are designed to help you optimize cost as much as possible while driving performance and identify negative irrelevant keywords.

If you want to start by doing Google Ads then you shouldn't start by doing everything Google Ads can offer you. Keep it simple and start with bottom funnel campaigns like Search and Shopping is probably your best solution to gain a positive ROAS. Don't run with Ads if you can't track your sales or services. Keep in mind that in the end we do work for a future with an even stronger algorithm and it needs the data to fulfill your targets. Create your conversion-actions directly from your backend or through Google Tag Manager and ensure they do count with in Google Ads before you start to scale the spend. You can consider to test Performance Max if you are able to gain +90 conversions with in 30 days.

Really hard to pass this one up. Just look what the percentage of the search market they have in your country. In many countries it is like 90%. So really for many companies paid advertising starts with Google and never goes any farther. For better or worse.

I tried a number of platforms but I think Google Ads can cover a huge audience and also quality which other platforms lack comparatively. Google Ads has the biggest search network and display network, which serves the best quality leads. - Different Ad formats based on keywords, images, videos, and apps are very beneficial. - Google Ads is the one which offers a variety of options for various Ads. - Ad placements acquired by Google Ads are very huge. - Ad prices are comparatively reasonable.

Facebook/Meta Ads Manager is one of the best platforms for PPC marketing. You can reach your target audience/lookalike audience easily. There are so many functions for testing available, which enables you to continually optimise your campaigns.

Facebook ads are the best for Azerbaijan. Because people are looking for their needs mostly on Instagram and Facebook. But the best for foreign countries are google ads. Because they are looking for their needs on google

Lookalike Audiences allow advertisers to reach new potential customers who are similar to their existing customers. You simply provide Meta with your customer data like emails or phone numbers, and their algorithm will identify new users on Facebook/Instagram who share common qualities and are likely to be interested in your business. This enables laser targeted ads to high-value prospects. Lookalike Audiences are powerful because they help expand your reach beyond existing followers and customers. The algorithm is able to find people similar to your customer base, even if they have never engaged with your business before. It's an efficient way to drive new acquisitions and scale ads to a bigger audience of high-potential prospects.

In my years, I have always found it more effective to target Social Media according to the generations and create campaigns that resonates with their times the best. Facebook ads are the most effective when targeting the young again marketing. The Young Again squad is there, all their friends and family - they see an ad resonating to their nostalgia and boom!

Facebook is my favourite for targeting as it has the most personalised data. I bought my house from an Instagram ad I booked a viewing from! Always run ads through the business centre and avoid over branding your ads.

Microsoft Advertising is a niche platform as a result of lower usage of Bing compared to Google. However there is a significant portion of users you can target and is worth testing alongside Google Ads (which you can easily copy campaigns across) to ensure you cover both opportunities.

Google Ads is the best PPC platform because it offers unparalleled reach, search intent targeting, comprehensive ad formats, seamless integrations, robust performance tracking, and advanced campaign automation capabilities. This allows you to reach the exact audience you want, minimize wasted ad spend, and maximize conversion rates.

1. Google Adwords 2. SEMRush Advertising Research 3. Ad Assistance 4. Position Tracker 5. Google Ads Editor 6. Amazon 7. FB 8. Bing

Microsoft Advertising's distinct advantage lies in its ability to tap into unique demographic groups, often overlooked by Google Ads. It’s particularly effective for targeting specific industries and professional audiences, thanks to its LinkedIn integration. This makes it a valuable tool for B2B campaigns. While it may lack the sheer volume of Google, its lower competition and costs provide a strategic edge for niche markets and focused campaigns. It’s a platform that complements, rather than competes with, Google Ads, offering a diversified approach to PPC.

Formerly known as Bing Ads, Microsoft Advertising provides a unique opportunity to reach users who may not be as active on other search engines. This platform is particularly valuable for businesses targeting audiences in specific demographics or industries. The AI capabilities assist in refining targeting parameters for better campaign results.

For businesses operating in the e-commerce space, Amazon Advertising is indispensable. This platform allows advertisers to promote products directly within the Amazon ecosystem, capitalizing on the vast number of users actively searching and shopping on the platform. AI-driven product targeting enhances the relevance of ads to individual shoppers.

Apple search ads - To run iOS install focused campaigns. -These campaigns are the only way to specifically target queries on app store. - The inventory across app store is specific to apple search ads only. - Account setup takes 30 mins to 1 hour. - If you want to have a LOC (Line or credit) - raise a request to apple team and get it for the account. (usually takes 2-3 days & depends on your brand and future investment plans on platform) - 4 types of inventory targeting options available. Search tab, today tab, search results, product pages. - Apple claims 70% of then users does an in app action post install. (search results inventory installs)

TikTok shop ads for low cost B2C ads are killing it right now. Also LinkedIn organic is so damn good you don’t even need to consider ads if you know what you’re doing.

Consider additional niche PPC platforms for a competitive edge: TikTok Ads: High user engagement, ideal for trendy topics and a younger audience. Precise targeting based on user behavior, popular hashtags, and more. Snapchat Ads: Effective for brand awareness, especially with a younger demographic. Unique features like Stories offer creative advertising opportunities. NextDoor Ads: Hyper-local focus suits businesses targeting specific neighborhoods. Connect with a large user pool interested in local services. Reddit Ads: Target specific subreddits and engage niche user communities. Highly focused and passionate user groups provide unique opportunities.

Just remember that with PPC or Pay-Per-Click you are paying for every click. But is each click a trustworthy real individual with intent? No. There are bots and people click on your ads without any intent or even your competitors. Click fraud is real with 40% of all web traffic being made up of bots and invalid users. Utilizing tools such as ClickCease can help protect your ad budgets from being wasted. You can apply these for both Google Ads and Facebook Ads.

I think it is very important to diversify when it comes to your ad campaigns. Can't have all eggs in one basket. Last year what happened with one IOS update buried a lot of businesses and marketing companies who were dependent on fb campaigns. Every platform has its own unique benefit. The good thing for us marketers or business owners is that first time in history we have 4-5 big social media companies fighting for the same thing. Tik tok, Facebook/Instagram, Google/Youtube, and Pinterest. I use all these for my clients whether it is organic or paid traffic.