Facebook PPC, Bing PPC and Google AdWords are the three most highly trafficked PPC engines in the world. Mastering just one of these platforms can provide your company with a vast stream of profitable traffic.
Here’s a comparison of Facebook, Google and Bing, along with an analysis of what kind of companies should use each service.
==> Google AdWords
Google AdWords is still the big gorilla in the PPC space. Though Facebook might have comparable traffic in terms of impressions, because of Google’s massively higher CTRs, the amount of traffic you can get to your website through Google is still considerably higher than Facebook.
Google AdWords has the advantage of being the most proven platform. On the other hand, it also has the disadvantage of being the most competitive platform.
Google will offer you more raw traffic than any other platform. However, in order to make Google AdWords work, you need an extremely strong sales funnel.
You need to have strong conversion rates, as well as a strong backend. Your earnings per click need to be high enough for you to compete in the AdWords marketplace.
==> Bing PPC
Since the acquisition of Yahoo’s search market share, Bing has become a serious contender in the PPC space.
Bing has considerably less traffic than Google. Depending on the market, you can expect anywhere between one fifth and one tenth of the traffic you’d get from Google AdWords.
However, on the upside, marketers often find that Bing traffic converts better than Google traffic. Your ROI may be higher.
Bing users are different than Google users. Google users usually have to set their toolbars to Google, set their homepages to Google, download Google Chrome or manually go to Google. On the other hand, Bing users are people who tend to use Internet Explorer, the default browser, and just use whatever search engine is installed.
In other words, Bing users tend to be less technically savvy. They may also be less discerning when it comes to making purchase decisions.
All of this depends on the specific market you’re targeting and varies on a case by case basis. Make sure you test it all for yourself.
==> Facebook PPC
Facebook PPC is just beginning to become a serious contender. Though Facebook has millions upon millions of views, the CTRs on Facebook are usually a fraction of a percent. Also, your visitors usually aren’t searching for your product.
Instead, they’re clicking on your ad because something caught their eye. Usually you’ll have a harder time selling to Facebook customers than search customers, because search customers are actively looking for solutions to their problems.
The upside, however, is that very few marketers understand Facebook marketing. If you can find a profitable campaign, you’ll have little competition.
These are the three most common and most highly trafficked PPC engines on the web. The one you choose depends on your product, your marketing tactics and your target audience.