Digital Marketing Scorecard:
What is the best online advertising platform?

You Asked

What is the best digital marketing platform?

We Answer

We breakdown the most popular online advertising platforms, pros and cons, cost effectiveness and tips for the best results.

Before deciding on a the best platform you will need to determine what digital strategy you want to implement, as the different platforms will cater to different strategies you need to answer these questions: who is my target audience, what are my advertising goals, what is my budget, and finally factor in the nature of your business.

Google Ads

Pros: Wide reach, targeting options, various ad formats (search, display, video), and powerful analytics.
Cons: High competition in certain industries.

Facebook Ads

Pros: Extensive targeting options based on demographics, interests, and behaviours. Suitable for visual and engaging content.
Cons: Ad fatigue can be an issue, and organic reach on Facebook has declined over time.

Instagram Ads

Pros: Visual platform, suitable for brands with compelling visual content. Part of the Facebook Ads platform, offering similar targeting options.
Cons: May not be ideal for all types of businesses.

LinkedIn Ads

Pros: Targeted towards professionals and B2B audiences. Good for business-to-business advertising.
Cons: Generally higher cost-per-click compared to other platforms.

Twitter Ads

Pros: Real-time engagement, suitable for trending topics and quick promotions.
Cons: Limited character count can be a challenge, and the platform may not be ideal for all types of businesses.

YouTube Ads

Pros: Excellent for video content and reaching a broad audience through pre-roll or display ads.
Cons: Competition for attention in the video space can be high.

Microsoft Advertising

Pros: Can offer lower competition and cost-per-click compared to Google Ads. Useful for reaching audiences not heavily present on Google.
Cons: Smaller audience compared to Google.

Pinterest Ads

Pros: Visual platform, suitable for businesses with visually appealing products or content.
Cons: May not be as effective for all industries.

What platform is the most cost effective?

The cost-per-click (CPC) on online advertising platforms varies based on factors such as industry, target audience, competition and the quality of your ads. From our experience these are the most cost effective platforms for CPC.

Microsoft Advertising (Bing Ads):

CPC on Bing Ads is often lower than on Google Ads, making it a potentially more cost-effective option for some advertisers.

Facebook Ads

The cost of clicks on Facebook Ads can be relatively affordable, especially for businesses with well-targeted and engaging ad content.

LinkedIn Ads

While LinkedIn Ads tend to have a higher CPC compared to some other platforms, it may still be cost-effective for businesses targeting specific professional audiences.

Pinterest Ads

Depending on your industry and target audience, Pinterest Ads may offer competitive CPC rates, particularly if your business aligns well with the platform’s user demographics.

Although it might be attractive to look for cheap clicks It’s best consider the overall return on investment (ROI). A platform with slightly higher CPC may deliver better results if it reaches a more relevant and engaged audience. Experiment with multiple platforms, analyse performance metrics, and adjust your strategy based on these results. Consistency in your digital marketing will always bring good results regardless of the costs.

Finally check out these PRO Tips for success in your digital marketing.

A/B Test Your Ads

A/B testing is a method used in marketing to compare two versions of your ad and determine which one performs better. The goal here is to identify changes that improve a given metric, such as click-through rate, conversion rate, or user engagement.

Increase Your Ad Qaulity Score

Ad Quality Score is a term used to measure the quality and relevance of an advertisement. A higher Ad Quality Score is generally associated with benefits such as lower costs per click (CPC) and better ad placements.
If you create ads that are valuable, relevant, and provide a positive experience you will get a higher score.

Try More than One Platform

Running digital ads on on more than one platform at a time, also known as multi-channel advertising will allow you to experiment with what works best for your business. Look closely at the results and hone in on what is working doing away with what does not.