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href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fadvertising-platforms%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22A+Guide+to+the+Best+Advertising+Platforms+for+Your+Business%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fadvertising-platforms%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use 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effectively, and driving business growth with optimized spending.</p><p>That's the advantage of using a digital advertising platform to help your audience convert.</p><p>In this article, you’ll learn about the top online advertising platforms’ unique features. Plus which platform to choose to reach more of your target audience with better ROI.</p><h2 id="what-are-advertising-platforms">What Are Advertising Platforms?</h2><p>Advertising platforms are digital spaces where businesses display paid ads to promote their products or services to a targeted customer base. </p><p>Platforms range from social media networks and search engines to websites and apps. Each offers various ad formats and targeting options to reach potential customers effectively. We’ll cover the main ones later in<a href="#the-top-12-advertising-platforms"> this section</a>.</p><p>Use digital advertising platforms to increase your business's visibility, drive website traffic, and boost sales.</p><p>For example, a local bakery could use <a href="https://www.semrush.com/blog/social-media-ads/" style="text-decoration:none">social media advertising</a> on Facebook to reach interested users from a specific geographic area. </p><figure class="easyimage easyimage-side"><picture><img alt="O&H Danish Bakery's social media ads on Facebook" data-original="https://static.semrush.com/blog/uploads/media/2a/0c/2a0cddeb1980800c1a5b1ab499014de9/2c859c3bf316931737fb56693af3a629/original.jpeg" height="1094" loading="lazy" src="https://static.semrush.com/blog/uploads/media/2a/0c/2a0cddeb1980800c1a5b1ab499014de9/2c859c3bf316931737fb56693af3a629/WF594D-Y-3D1ksHzRCmNKySSgRpcnAhAnDHeiaf1CGbgKoA1q--IBxlizWWUwfqbxve6neithEjET8BRXjzLZbIoSMsYBzcabnKk7uOax0UN_kIGuV0-ve8iaZcG0LPrbZZpbt9prQcZn7_DwyhJAAg.jpeg" width="1010"/></picture></figure><p class="note">Image Source: <a href="https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=US&view_all_page_id=91977276987&sort_data%5Bdirection%5D=desc&sort_data%5Bmode%5D=relevancy_monthly_grouped&search_type=page&media_type=all" style="text-decoration:none">Meta Ad Library</a></p><p>Compelling ads can attract new customers, promote special offers, increase in-person traffic to a physical store, and more.</p><p>Focusing on a qualified audience allows you to allocate your marketing budget more efficiently.</p><p><em><strong>Further reading</strong></em><em>: </em><a href="https://www.semrush.com/blog/paid-advertising/" style="text-decoration:none"><em>Paid Advertising 101: A Beginner’s Guide</em></a></p><h3 id="how-do-advertising-platforms-work">How Do Advertising Platforms Work?</h3><p>Advertising platforms operate through three main components that enable you to reach your <a href="https://www.semrush.com/blog/target-audience/" style="text-decoration:none">target audience</a> more successfully. </p><ul> <li style="list-style-type:disc"><strong>Ad auctions</strong>: Occur in real time when an advertising slot becomes available. Advertisers bid on slots based on the value they assign to them, often <a href="https://www.semrush.com/blog/keyword-bidding/" style="text-decoration:none">determined by keywords</a>, audience demographics, or the platform itself. The highest bidder, or sometimes the bidder providing the most value considering both bid amount and <a href="https://www.semrush.com/blog/quality-score/" style="text-decoration:none">ad quality</a>, wins the ad slot.</li> <li style="list-style-type:disc"><strong>Targeting options</strong>: Ensure ads reach the most relevant audience. You can segment audiences based on demographics, interests, and behaviors. For example, a fitness equipment store can target individuals interested in health and fitness, fine-tuned by age, geographic location, or recent search history related to workout gear.</li> <li style="list-style-type:disc"><strong>Types of ads</strong>: Include text ads, <a href="https://www.semrush.com/blog/display-ads/" style="text-decoration:none">display ads</a>, video ads, and interactive ads. Choosing a format depends on your campaign goals, product or service, and where your target audience spends time online. For instance, a video ad might be more effective on a platform like YouTube. Whereas a text ad could perform better in Google’s <a href="https://www.semrush.com/blog/serp/" style="text-decoration:none">search engine result pages</a> (SERPs).</li></ul><p>Imagine a small business launches a new product and uses an advertising platform to promote it.</p><ol> <li style="list-style-type:decimal">The business sets a budget and bids for (video) ad slots on a social media network like Instagram, targeting users who have expressed interest in similar products</li> <li style="list-style-type:decimal">The advertising platform displays its ad to targeted users</li> <li style="list-style-type:decimal">The platform's algorithms optimize the ad's delivery. Ensuring it reaches individuals most likely to engage based on their past online behavior and preferences.</li> <li style="list-style-type:decimal">Interested users engage with the ad and perform a desired action. Like signing up for the product’s free demo or registering for a webinar that discusses the product in more detail.</li></ol><p>This targeted approach maximizes the ad's impact, improving its chances of driving sales and achieving a better return on investment (ROI).</p><h2 id="the-top-12-advertising-platforms">The Top 12 Advertising Platforms</h2><p>The right digital ad platform can help you reach your target audience, engage potential customers, and convert interest into tangible results. </p><p>Understanding these platforms’ strengths and niches is the first step toward crafting a successful online advertising strategy tailored to your business needs.</p><p>Here are some of the best platform options to use for your ads:</p><h3 id="1--google-ads">1. Google Ads</h3><p><a href="https://www.semrush.com/blog/google-advertising/" style="text-decoration:none">Google Ads</a> offers your business a direct pathway to appear in front of potential customers precisely when they search for your services or products.</p><p>Google's extensive network includes its search engine, YouTube, and the <a href="https://www.semrush.com/blog/google-display-network/" style="text-decoration:none">Google Display Network</a> (GDN). </p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>GDN comprises millions of websites, apps, and videos where Google ads can appear. Providing unparalleled targeting capabilities to reach a diverse audience based on search behavior, interests, and online activities.</em></p></div></aside><p>Here’s what a Google Search ad looks like:</p><figure class="easyimage easyimage-side"><picture><img alt="A Google Search ad from DoorDash" data-original="https://static.semrush.com/blog/uploads/media/d1/87/d1877d5d67443de2c0ba8eb8ddecde97/74022cde7b0ec8908d591221c3e24411/original.jpeg" height="1072" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d1/87/d1877d5d67443de2c0ba8eb8ddecde97/74022cde7b0ec8908d591221c3e24411/vnxcGnZSoUNeLx8sQl2u3muWnRgaYGrqjwXlQU-lanURuTgqs-cxp26VMmXCzw0lAVu9hXRLNEwjqa_fsFYtWL5-ZnflQuiRMZO-imSAcNLy0F9kGz6b_okYorbU80Exo0oEfjV6I1xVufC7XDkcWi0.jpeg" width="1010"/></picture></figure><p>The cost of advertising on Google Ads varies widely. Depending on factors like keyword competition, the quality of your ads, and your targeting specifics.</p><p>The advertising platform operates on a <a href="https://www.semrush.com/blog/what-is-ppc/" style="text-decoration:none">pay-per-click</a> (PPC) model, meaning you pay only when someone clicks on your ad. Which makes it a flexible option for businesses of all sizes, as it gives you control over budgets and bids to maximize your ROI.</p><p><em><strong>Further reading</strong></em><em>: </em><a href="https://www.semrush.com/blog/google-ads-cost/" style="text-decoration:none"><em>How Much Does Google Ads Really Cost?</em></a></p><p>Google Ads supports the following ad types:</p><ul> <li style="list-style-type:disc"><strong>Search ads</strong>: Appear in Google search results, targeting users based on their search queries</li> <li style="list-style-type:disc"><strong>Display ads</strong>: Appear on websites within the GDN, targeting users based on their interests or the content they’re viewing</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/blog/google-shopping-ads/" style="text-decoration:none"><strong>Shopping ads</strong></a>: Showcase products directly in search results, offering quick product information at a glance</li> <li style="list-style-type:disc"><strong>Video ads</strong>: Captivate users with video content on YouTube—ideal for storytelling and engaging potential customers</li> <li style="list-style-type:disc"><strong>App ads</strong>: Promote mobile apps across Google's network using auto-generated ad formats</li></ul><p><span style="text-decoration:none">Tools like Semrush's </span><a href="https://www.semrush.com/apps/ads-launch-assistant/">Ads Launch Assistant </a>help you fully manage your Search and Smart ad campaigns from launch to optimization.</p><div data-background="purpleBrand" data-button_color="yellowIllust" data-button_text="Get for Free" data-destination_url="https://www.semrush.com/apps/ads-launch-assistant/" data-header="Launch High-Performing Google Ads" data-image="https://static.semrush.com/blog/uploads/files/e3/c1/e3c11aed0d9bffb525e8f7552d6b7fa1/illustration-ads-banner-205x170.svg" data-placeholder="" data-text="Powered by Ads Launch Assistant" data-widget="create-campaign" id=""></div><h3 id="2--facebook-ads">2. Facebook Ads</h3><p><a href="https://www.semrush.com/blog/facebook-advertising/" style="text-decoration:none">Facebook Ads</a> lets you run ads across Facebook's ecosystem (<a href="https://www.statista.com/statistics/346167/facebook-global-dau/" style="text-decoration:none">over 2.1 billion daily users</a>) thanks to seamless integration. </p><p>This advertising platform's audience encompasses many users, making it suitable for any business.</p><p>Below, Colorado State University ran a Facebook video ad to announce its summer courses:</p><figure class="easyimage easyimage-side"><picture><img alt="Colorado State University's Facebook video ad announcing summer courses" data-original="https://static.semrush.com/blog/uploads/media/27/75/2775b4ec208794f223a1f94d9db8a8df/e1ad88f87e3b61dfdf562be48d8703fd/original.jpeg" height="1177" loading="lazy" src="https://static.semrush.com/blog/uploads/media/27/75/2775b4ec208794f223a1f94d9db8a8df/e1ad88f87e3b61dfdf562be48d8703fd/liRnOCCh-h3IhCcYHduHqDKI1dBJxqfNfoZ_MdJR2QCiVWvi_yyuRtosaGKMpDpyyko4LLp5G3tStkSmkJ5osK4pB-s9ObRNb--wJjVetFfHNas7XyzukQFKzQhWfrYVZZrmCZEIyc_vxFyG1P6MapM.jpeg" width="1010"/></picture></figure><p>One of the vital strengths of Facebook ads lies in its detailed targeting options, including:</p><ul> <li style="list-style-type:disc"><strong>Demographics</strong>: Age, gender, location, and even life events</li> <li style="list-style-type:disc"><strong>Interest-based</strong>: Specific interests, from broad categories like fitness or fashion to more niche hobbies</li> <li style="list-style-type:disc"><strong>Behavioral</strong>: Activities like purchase behavior and device usage</li> <li style="list-style-type:disc"><strong>Connection-based</strong>: Users who have a particular kind of connection to your page, app, event, or their friends</li></ul><p>The integration with Instagram has the following advantages:</p><ul> <li style="list-style-type:disc"><strong>Unified ad management</strong>: Create, manage, and track your Facebook and Instagram ad campaigns from the same place.</li> <li style="list-style-type:disc"><strong>Cross-platform targeting</strong>: Reach a wider audience across both Facebook and Instagram regardless of users’ preferred platform—increasing the overall effectiveness of your ad campaigns</li> <li style="list-style-type:disc"><strong>Consistent branding across platforms</strong>: This consistency helps you build brand recognition and trust with your audience. So it’s a seamless experience for users moving between the two platforms.</li></ul><p>As of March 2024, the <a href="https://revealbot.com/facebook-advertising-costs/cpc-cost-per-click" style="text-decoration:none">average CPC for Facebook Ads</a> (cost per click) was $0.778.</p><p>Besides image and video ads, types of Facebook ads include:</p><ul> <li style="list-style-type:disc"><strong>Carousel ads</strong>: Allow showcasing up to 10 images or videos with individual headlines, descriptions, and buttons. Ideal for displaying multiple products or telling a story.</li> <li style="list-style-type:disc"><strong>Collection ads</strong>: Feature a central image or video with three smaller images, leading users into an immersive <a href="https://www.facebook.com/business/ads/instant-experiences-ad-destination" style="text-decoration:none">Instant Experience</a> to engage further with the brand</li> <li style="list-style-type:disc"><strong>Instant experience ads</strong>: Offer an engaging visual storytelling or brand experience once the user taps on full-screen ads optimized for mobile</li> <li style="list-style-type:disc"><strong>Poll ads</strong>: Engage your audience with a two-answer poll in your ad—perfect for gathering insights or preferences</li> <li style="list-style-type:disc"><strong>Slideshow ads</strong>: Create a looping visual story with three to 10 images or a video, offering a more straightforward and cost-effective alternative to video ads</li> <li style="list-style-type:disc"><strong>Messenger ads</strong>: Appear in the Chats tab of the Messenger app, expanding into a detailed view with ad details upon tapping</li></ul><p><em><strong>Further reading</strong></em><em>: Check out our </em><a href="https://www.semrush.com/blog/the-ultimate-guide-to-facebook-business-manager/" style="text-decoration:none"><em>comprehensive guide on Facebook Business Manager</em></a><em> to learn how to build custom audiences for effective Facebook ad campaigns.</em></p><div data-background="yellowIllust" data-button_color="purpleBrand" data-button_text="Try it Free" data-destination_url="https://www.semrush.com/apps/adcreative-ai/" data-header="Create Facebook Ads in Minutes" data-image="https://static.semrush.com/blog/uploads/files/e3/c1/e3c11aed0d9bffb525e8f7552d6b7fa1/illustration-ads-banner-205x170.svg" data-placeholder="" data-text="with AdCreative.ai" data-widget="create-campaign" id=""></div><h3 id="3--instagram-ads">3. Instagram Ads</h3><p>Instagram is the <a href="https://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-worldwide/" style="text-decoration:none">second most popular</a> social network marketers use, after Facebook. And it allows businesses to set the same ad campaign objectives as Facebook.</p><p>Instagram Ads’ strong visual appeal captures the attention of younger demographics, who are highly active on Instagram. As of January 2024, <a href="https://www.statista.com/statistics/398166/us-instagram-user-age-distribution/" style="text-decoration:none">28.4% of Instagram users</a> in the U.S. were between 25 and 34 years old. </p><p>The cost of advertising can vary widely depending on factors such as targeting, ad format, competition, and time of year. </p><p>On average, <a href="https://www.webfx.com/social-media/pricing/how-much-does-it-cost-to-advertise-on-instagram/" style="text-decoration:none">Instagram advertising costs</a> $0.00-$0.25 per click, $0.00-$4.00 per 1,000 impressions, and $0.03-$0.08 per engagement. <a href="https://www.facebook.com/business/help/1514927061975521?id=332010350818053" style="text-decoration:none">Meta recommends</a>starting with at least $5 for your budget.</p><p>Instagram offers several ad formats, including:</p><ul> <li style="list-style-type:disc"><strong>Photo ads</strong>: Simple yet effective, allowing brands to showcase their products through engaging images</li> <li style="list-style-type:disc"><strong>Video ads</strong>: Up to 60 seconds long, providing a deeper look into the brand or product</li> <li style="list-style-type:disc"><strong>Stories ads</strong>: Full-screen ads that appear between users' stories, offering a highly engaging way to connect with the audience</li> <li style="list-style-type:disc"><strong>Carousel ads</strong>: Allow users to swipe through a series of images or videos in a single ad, ideal for highlighting multiple products or telling a brand story</li></ul><p>Here’s a fashion brand’s carousel ad showcasing its products:</p><figure class="easyimage easyimage-side"><picture><img alt="sezane’s carousel ad showcasing its products" data-original="https://static.semrush.com/blog/uploads/media/33/c3/33c30f23de005bc0a5185a322ab77973/b0fdee9d32faea17d1dff5d6883937bf/original.jpeg" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/33/c3/33c30f23de005bc0a5185a322ab77973/b0fdee9d32faea17d1dff5d6883937bf/tOv7TFRo22KyAlSuUV7HW5E_Tbd0ugodnQY3D_XCytTxBIVeAP-td6Z2UZmPISNdeGzWCjbGXDCIH9RCbV1r9aXH927U8uUwLfJ3xPHDheKIXOXaFzDjs9PPg4SscphD8XzPiyWjnWmge77J_OVTlcc.jpeg" width="1010"/></picture></figure><h3 id="4--linkedin-ads">4. LinkedIn Ads</h3><p>With over 700 million professionals on the platform, <a href="https://www.semrush.com/blog/linkedin-marketing/" style="text-decoration:none">LinkedIn marketing</a> can be particularly effective for business-to-business (B2B) marketing. </p><p><a href="https://business.linkedin.com/marketing-solutions/why-advertise-on-linkedin" style="text-decoration:none">93% of B2B content marketers</a> reportedly use LinkedIn for organic social marketing.</p><p>LinkedIn Ads target factors including job titles and functions, industries and companies, skills and seniority, plus education and experience.</p><p>LinkedIn supports different ad types to help businesses reach their goals, such as getting more visibility or finding leads.</p><ul> <li style="list-style-type:disc"><strong>Sponsored content</strong>: Ads that look like regular posts but appear as “sponsored” in your feed. And can include pictures, videos, or a series of images.</li> <li style="list-style-type:disc"><strong>Message ads</strong>: Direct advertising in users' inboxes, evolving into conversation ads with multiple CTAs</li> <li style="list-style-type:disc"><strong>Text ads</strong>: Ads that show up on the side of LinkedIn pages</li> <li style="list-style-type:disc"><strong>Dynamic ads</strong>: Personalized ads that can show your photo, where you work, and your job title</li> <li style="list-style-type:disc"><strong>Lead gen forms</strong>: Forms that fill automatically with your LinkedIn info, making it easy to sign up for something without leaving the platform</li></ul><p>In this sponsored content ad, LinkedIn addresses the platform users with a topic that’s highly relevant to them:</p><figure class="easyimage easyimage-side"><picture><img alt="LinkedIn Ads sponsored content on measuring brand metrics that matter" data-original="https://static.semrush.com/blog/uploads/media/3c/be/3cbe7f6da56295541826971684aa5b3f/ccc129ceecf3269a3ed1bcd5939defc1/original.jpeg" height="1404" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3c/be/3cbe7f6da56295541826971684aa5b3f/ccc129ceecf3269a3ed1bcd5939defc1/dh_GjdP-V9mDNiyKQ1i1KmT7Ucqx39ip_t4dw3A92YcijZy_rUNBnAKYKGGg5gPT94JmtuiWL5QhavMK_8W98qJ1l2dUtXIuEnowEbvKhKh-eDFEwUSIeasWJilMvTgqy03LNvTzdJLy16_RrjeiPvM.jpeg" width="1010"/></picture></figure><p>You need a <a href="https://business.linkedin.com/marketing-solutions/success/best-practices/maximize-your-budget" style="text-decoration:none">minimum daily budget of $10</a> for any ad type. New or inactive campaigns must have a minimum lifetime budget of $100. </p><p>After launching, the minimum lifetime budget becomes $10 multiplied by the campaign's duration.</p><h3 id="5--x-ads">5. X Ads</h3><p>The X (formerly Twitter) platform allows you to target ads based on demographics, interests, behaviors, keywords, and specific events or conversations. </p><p>You can also engage with an audience in real time. This immediacy makes X Ads particularly effective during live events, product launches, or any time-sensitive promotions.</p><p>X has different types of ads, including:</p><ul> <li style="list-style-type:disc"><strong>Promoted tweets</strong>: Paid tweets to reach more people or engage followers</li> <li style="list-style-type:disc"><strong>Promoted trends</strong>: Make a hashtag popular at the top of the "Trending" list</li> <li style="list-style-type:disc"><strong>Twitter cards</strong>: Add more than text to tweets, like app installs or website previews</li> <li style="list-style-type:disc"><strong>Video ads</strong>: Include short video clips that appear on users’ feeds</li></ul><p>Below is a promoted tweet from cybersecurity company Bitdefender:</p><figure class="easyimage easyimage-side"><picture><img alt="A promoted tweet from cybersecurity company Bitdefender" data-original="https://static.semrush.com/blog/uploads/media/f5/4c/f54c9b32d874cd165f8a0809952d3320/174ae60b10dc7660a1adae397ae21d54/original.jpeg" height="1255" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f5/4c/f54c9b32d874cd165f8a0809952d3320/174ae60b10dc7660a1adae397ae21d54/2qfvk3XNhy9Llk9knIreSTp4qHa527L8zrt4tRyh6qgpY1J0Yi4TzbU5n5AMLFN9sWl-5-ptIJ0xKmjgerqUicqP52N6bIDgn5o-xgBBXErGZyHTN_BwU8-9dkq1q0GYkhaZpHc5QLQqaFAeuEJ7M48.jpeg" width="1010"/></picture></figure><p>You can make X Ads fit your budget with no minimum spend by setting a cap at the start of your campaign. Your targeting, design, and bid choices will affect the cost.</p><h3 id="6--pinterest-ads">6. Pinterest Ads</h3><p>Pinterest ads are paid-for posts or “Pins” that advertise a product or service to users on the platform. As Pinterest is a visual platform, advertising focuses on images and video. </p><p>There are plenty of opportunities to reach an audience here, where <a href="https://business.pinterest.com/en/audience" style="text-decoration:none">46% of weekly users</a> report discovering a new brand or product.</p><p>Pinterest offers a variety of ad formats, including:</p><ul> <li style="list-style-type:disc"><strong>Promoted pins</strong>: Paid pins marked as "Promoted" to boost visibility and web traffic</li> <li style="list-style-type:disc"><strong>Video pins</strong>: Engaging video ads for storytelling and product showcasing</li> <li style="list-style-type:disc"><strong>Carousel ads</strong>: Multi-image ads featuring product details or stories</li> <li style="list-style-type:disc"><strong>Shopping pins</strong>: Direct-to-product links for easy purchasing, enhanced with Catalogs for auto-generated shoppable pins</li> <li style="list-style-type:disc"><strong>Collection ads</strong>: Main visuals combined with product images for an immersive shopping experience</li></ul><p>Check out this promoted pin example from the Mazda car manufacturer:</p><figure class="easyimage easyimage-side"><picture><img alt="A promoted pin from the Mazda car manufacturer" data-original="https://static.semrush.com/blog/uploads/media/4b/5b/4b5bcb4c837d266b7e7376007250d712/cb19c58cec776af77f5878e36f556078/original.jpeg" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/4b/5b/4b5bcb4c837d266b7e7376007250d712/cb19c58cec776af77f5878e36f556078/YGSq4EU38PCb8oXiL59NBsSAfbIp89JfyVHUWCc8U06cGeBJKwumzRSF05Zdw9sl4Emc8DytBvz73bBfpZk10EvWSIkCg4CNxUR1pQEtrRfbMLYpTHjYtgHzUmgPGaB4nZGBlD4m5HD7eewTdLoAiA4.jpeg" width="1010"/></picture></figure><p>On average, <a href="https://www.webfx.com/social-media/pricing/how-much-does-pinterest-advertising-cost/" style="text-decoration:none">Pinterest ads cost</a> $0.00-$0.10 per click, $0.00-$2.00 per conversion, and $0.00-$1.50 per 1,000 impressions.</p><h3 id="7--youtube-ads">7. YouTube Ads</h3><p>YouTube is arguably the most prominent <a href="https://www.semrush.com/blog/video-advertising/" style="text-decoration:none">video advertising</a> platform. Its ads enable you to advertise your content to audiences of all demographics.</p><p>Choose from several video ad formats depending on what you want to achieve, who you want to reach, and the story you want to tell. </p><ul> <li style="list-style-type:disc"><strong>Skippable in-stream ads</strong>: Play before, during, or after videos on YouTube, allowing viewers the option to skip</li> <li style="list-style-type:disc"><strong>Non-skippable in-stream ads</strong>: Require viewers to watch the entire ad before the main video plays</li> <li style="list-style-type:disc"><strong>In-feed video ads</strong>: Show up in YouTube's content discovery areas, like search results or related video suggestions</li> <li style="list-style-type:disc"><strong>Bumper ads</strong>: Short, unskippable ads lasting 6 seconds, ensuring viewers see your entire message</li> <li style="list-style-type:disc"><strong>Outstream ads</strong>: Mobile-focused ads outside of YouTube, extending your reach across the Google Video Partners (GVP) network</li> <li style="list-style-type:disc"><strong>Masthead ads</strong>: Prominently displayed at the top of the YouTube homepage for high visibility</li></ul><p>See this in-feed video ad example:</p><figure class="easyimage easyimage-side"><picture><img alt="An in-feed video ad in YouTube's search results" data-original="https://static.semrush.com/blog/uploads/media/0d/50/0d50ca41f3ee2d95e071064b2c8d65dc/a02128f28a50a336c285c4fbbd2a7d25/original.jpeg" height="1158" loading="lazy" src="https://static.semrush.com/blog/uploads/media/0d/50/0d50ca41f3ee2d95e071064b2c8d65dc/a02128f28a50a336c285c4fbbd2a7d25/QX8dC3ILWmIWv_QicIfwyGY7wHNkvXYGAW96ePfbomHtxAUr47K7rn6et2aYxK-tqTbsmGg4CpsmS6iDk_23VS81XMAY0013IRr445ffqya1CFliLNOHy9tAH9lTE7R-sgVfJdgalg1Gb3_ezDYdXKs.jpeg" width="1010"/></picture></figure><p><a href="https://www.webfx.com/social-media/pricing/how-much-does-youtube-advertising-cost/" style="text-decoration:none">YouTube ads cost</a> around $0.11-$0.50 per view or action, with businesses typically setting a daily budget of $10. </p><p>The actual cost of your campaign can vary according to the quality of your video, whom you’re targeting, and your ad goals.</p><h3 id="8--snapchat-ads">8. Snapchat Ads</h3><p>Snapchat’s advertising platform may suit your business if your primary audience is young adults. </p><p>In January 2023, <a href="https://www.statista.com/statistics/933948/snapchat-global-user-age-distribution/" style="text-decoration:none">one in five</a> global users were men between 18 and 24 years old. Women between 18 and 24 made up 18.3% of all Snapchat users.</p><p>Its focus on images, temporary messages, and a commitment to privacy and creative expression attracts a younger demographic.</p><p>Plus, Snapchat's AR lenses offer engaging and deeply immersive interactive experiences because:</p><ul> <li style="list-style-type:disc">They blend the real world with digital fun, making ads more memorable</li> <li style="list-style-type:disc">Users get to interact by making faces or tapping, which keeps them engaged</li> <li style="list-style-type:disc">They're fun, so people share them—helping ads reach more without extra cost</li> <li style="list-style-type:disc">You can tailor ads for specific events or products, grabbing the attention of the right audience</li></ul><p>Here’s an AR ad from Coca-Cola:</p><figure class="easyimage easyimage-side"><picture><img alt="An AR ad from Coca-Cola on Snapchat" data-original="https://static.semrush.com/blog/uploads/media/fa/31/fa31b0ef74925274ae88d638f18eca15/a440652db83f2745321aec5d828dbc38/original.jpeg" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fa/31/fa31b0ef74925274ae88d638f18eca15/a440652db83f2745321aec5d828dbc38/AxHJZUlYN65VjBcthQozRunfBk57Er-xGRkPyOfGeDFCwxxBbbIXLMiPMjlQmQTl-W9m-AEPc5vowIjHXwqXKUArejnjgiMDVqQ-lhEpxEi7BUFVi7ZQ78Rmwlrx3KySMuaqAaw2oeyeR45C5bTnbKI.jpeg" width="1010"/></picture></figure><p>Spend as little as $5 daily on ads, but Snapchat recommends at least $20-50 daily to help your ad complete an “Exploration Phase.” </p><p>This phase allows the platform to determine who in your target audience will most likely take action on your ad—and optimize its performance accordingly.</p><h3 id="9--tiktok-ads">9. TikTok Ads</h3><p>TikTok’s short-form video content provides a unique and engaging way for advertisers to reach potential customers (<a href="https://www.businessofapps.com/data/tik-tok-statistics/" style="text-decoration:none">1.5 billion active users</a> worldwide in 2023).</p><p>The ads can go viral as a result of these factors:</p><ul> <li style="list-style-type:disc"><strong>Algorithm-driven discovery</strong>: The platform’s “For you” page promotes viral ad potential through user-tailored recommendations</li> <li style="list-style-type:disc"><strong>High engagement format</strong>: The short videos encourage repeat viewing and sharing, boosting ad virality</li> <li style="list-style-type:disc"><strong>Creative and collaborative features</strong>: Hashtag challenges and branded effects turn ads into interactive, community-driven campaigns</li></ul><p>See this viral in-feed ad from TikTok:</p><figure class="easyimage easyimage-side"><picture><img alt="An in-feed ad from TikTok" data-original="https://static.semrush.com/blog/uploads/media/42/9f/429f4aa88f101a1c664362ba547f90b4/1635aa7a5594f005471aed62e4916e32/original.jpeg" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/42/9f/429f4aa88f101a1c664362ba547f90b4/1635aa7a5594f005471aed62e4916e32/aAdrlxwUuh7f7bGSXVnEUOha-Or8ifXxaUKBOGG9gYwRcBvK4JgInAdJszKDV-XhgVLTnx8_poGGdaab2LAfLeEJu6xAckn8ByZMBpf-sG1XBxnllw8IHSYdevgLmt_II7bKH7RojiSwJr5uQ73ipEc.jpeg" width="1010"/></picture></figure><p>Types of TikTok ads include:</p><ul> <li style="list-style-type:disc"><strong>In-feed ads</strong>: Appear on TikTok’s "For You" page, blending with organic content</li> <li style="list-style-type:disc"><strong>Brand takeover ads</strong>: Full-screen ads visible upon opening the app</li> <li style="list-style-type:disc"><strong>TopView ads</strong>: A longer format of Brand takeover ads, appearing 3 seconds after app launch with up to 60 seconds of full-screen video</li> <li style="list-style-type:disc"><strong>Branded hashtag challenges</strong>: Sponsored challenges that encourage user content creation and participation, boosting engagement and awareness</li> <li style="list-style-type:disc"><strong>Branded effects</strong>: Custom filters, stickers, and effects for users to incorporate in videos</li></ul><h3 id="10--amazon-ads">10. Amazon Ads</h3><p>Amazon Ads can increase your brand visibility, give you a competitive edge in the crowded ecommerce space, and improve your chances of conversion.</p><p>A direct shopping integration seamlessly incorporates advertising solutions within Amazon’s vast ecommerce platform (which recorded <a href="https://www.statista.com/statistics/623566/web-visits-to-amazoncom/" style="text-decoration:none">2.7 billion visits</a> in December 2023.)</p><p>The <a href="https://www.webfx.com/amazon/learn/amazon-advertising-cost/" style="text-decoration:none">average CPC</a> for Amazon ads is $0.81. </p><p><em><strong>Further reading</strong></em><em>: </em><a href="https://www.semrush.com/blog/amazon-ppc-complete-beginners-guide/" style="text-decoration:none"><em>What Is Amazon PPC?: A Complete Beginners Guide to Optimization</em></a></p><p>Ad types include:</p><ul> <li style="list-style-type:disc"><strong>Sponsored products</strong>: Promote individual product listings directly in search results</li> <li style="list-style-type:disc"><strong>Sponsored brands</strong>: Boost brand visibility through customizable ads at the top of search results</li> <li style="list-style-type:disc"><strong>Sponsored display ads</strong>: Target and re-target shoppers on and off Amazon based on their browsing and buying behavior</li> <li style="list-style-type:disc"><strong>Amazon Demand Side Platform (DSP)</strong>: Reach audiences with programmatic ads both on Amazon's platform and across the web</li></ul><p>Check out this sponsored product ad for a writing tablet:</p><figure class="easyimage easyimage-side"><picture><img alt="A sponsored product ad for a writing tablet on Amazon" data-original="https://static.semrush.com/blog/uploads/media/99/4d/994d5adcd0623894aa911946089f147c/4c8b1ff7eb114b48bb05bc14839119c0/original.jpeg" height="868" loading="lazy" src="https://static.semrush.com/blog/uploads/media/99/4d/994d5adcd0623894aa911946089f147c/4c8b1ff7eb114b48bb05bc14839119c0/rt_VJPxbNNSSLyyddcVbIWvETRLNXWpyt5Tf516-xOyFZGouECVq2orq4xZYqWaLOOzH-nNeg1r89j6dpjY3xAS6FEHdd-S885rEe7GxaZohIAykL0BXGYVMJaQKgaycs8-rMuauQEGxa7eLhsi8I0A.jpeg" width="1010"/></picture></figure><h3 id="11--bing-ads">11. Bing Ads</h3><p>Microsoft Advertising, formerly Bing Ads, is an effective alternative to Google Ads. </p><p>The Bing search engine and its partner networks (other websites and platforms that show Bing ads) complement Google Ads by tapping into a different audience segment—often with less competition and potentially lower costs. </p><figure class="easyimage easyimage-side"><picture><img alt="Search ads on Microsoft Bing" data-original="https://static.semrush.com/blog/uploads/media/fb/38/fb38071cef3769400fdfef0161fa4b2f/0bf1803990fdffc33e724ac0e5e4d760/original.jpeg" height="948" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fb/38/fb38071cef3769400fdfef0161fa4b2f/0bf1803990fdffc33e724ac0e5e4d760/Ml-fVMygXExfmbeU-1QeDPGQIZ26m_mGA6XvXeQPuP-B1AnWd48d1eux7WDx4IMIOJE5zBHd93K4DHCQUQK1GZa8vvnS4rnI-KATOVHi-2nXPTQquh7o_ghEmil5mSwuR2p1QmRwzDJdia2tRtdl8iM.jpeg" width="1010"/></picture></figure><p>It’s an appealing option for advertisers seeking broader reach without a significant budget increase.</p><p>The <a href="https://www.wordstream.com/blog/ws/2017/11/06/bing-ads-performance-benchmarks" style="text-decoration:none">average CPC on Bing</a> across all industries is $1.54.</p><p>Bing ad formats include:</p><ul> <li style="list-style-type:disc"><strong>Text ads</strong>: Appear in search results and contain a headline, display URL, and description text</li> <li style="list-style-type:disc"><strong>Shopping ads</strong>: Ideal for ecommerce businesses, showcasing products directly in search results</li> <li style="list-style-type:disc"><strong>Video ads</strong>: Can appear on Bing's partner networks</li> <li style="list-style-type:disc"><strong>Responsive ads</strong>: Automatically optimizes ad combinations of up to 15 headlines and four descriptions you provide. To present the most effective combination for your target audience.</li></ul><h3 id="12--apple-search-ads">12. Apple Search Ads</h3><p>Apple Search Ads can help you improve your app’s discoverability, given the vast number of apps available in the App Store (<a href="https://www.bankmycell.com/blog/number-of-apps-on-apple-app-store/" style="text-decoration:none">over 1.83 million</a>).</p><p>Ads can appear in different formats depending on the user’s device and search query. They always have a blue background and an ad disclosure icon.</p><p>Here’s the app ad we got when we searched for "vacation planner:"</p><figure class="easyimage easyimage-side"><picture><img alt="An app ad in App Store appearing for "vacation planner" search" data-original="https://static.semrush.com/blog/uploads/media/3d/af/3daf706cb6b4ae8146f8d0e6262a162b/d07e80cd252ed389645d6986e2c4a302/original.jpeg" height="984" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3d/af/3daf706cb6b4ae8146f8d0e6262a162b/d07e80cd252ed389645d6986e2c4a302/KVz3vnRLa4wK-MpZMSjziyynYwKEH3M1pERZ2ED5Sy7HGSSlCSXoZNUXv_u4i9afO1kyp4i6OaF6wYlSOi7I_dCfxwWkr0aVsK7M1Qn2JmE3nUXQ9_HR110B5Q6u1J9ivSlkpo372AoF0MP5XhfTJuE.jpeg" width="1010"/></picture></figure><p class="note">Image Source: <a href="https://searchads.apple.com/" style="text-decoration:none">Apple</a></p><p>Apple Search Ads automatically generates your ad based on the existing metadata, video, and imagery in your App Store listing.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Apple claims that more than 650 million people discover and download apps weekly in Search Ads.</em></p></div></aside><p>Here are some unique features of Apple Search Ads:</p><ul> <li style="list-style-type:disc"><strong>Direct targeting & high intent</strong>: Target users actively searching for apps, capturing their high intent. And significantly increasing the chances of app downloads with prominent visibility in search results.</li> <li style="list-style-type:disc"><strong>Customizable campaigns</strong>: Offer precise targeting options through keywords and audience segmentation (demographics, location, user behavior). Along with creative sets (screenshots, app previews) for optimized ad presentation.</li> <li style="list-style-type:disc"><strong>Performance tracking & optimization</strong>: Detailed analytics for monitoring ad performance (impressions, taps, conversion rates)—essential for campaign adjustments and optimization</li> <li style="list-style-type:disc"><strong>Cost-effectiveness</strong>: A cost-per-tap (CPT) model ensures you only pay for user engagement. Plus, you can set daily and total campaign budgets for financial control.</li></ul><h2 id="choosing-the-right-advertising-platform-for-your-business">Choosing the Right Advertising Platform for Your Business</h2><p>Run your ads on platforms where your target audience spends its time and engages most actively. </p><p>Ensure they complement your marketing objectives, such as increasing brand awareness, driving sales, or fostering customer loyalty. </p><p>Ultimately, your ad platform choice has to make financial sense.</p><p>Apply the following four key criteria to determine the best ad platforms for your needs. </p><h3 id="target-audience-and-demographics">Target Audience and Demographics</h3><p>Understanding your target audience and its demographics helps you focus your advertising strategy on where it will be most effective to maximize engagement and ROI.</p><p>Gain insights into your potential customers’ behaviors, preferences, and online habits (like where they spend the most time online). Then:</p><ul> <li style="list-style-type:disc">Select platforms where those who most likely are interested in your products or services can see them</li> <li style="list-style-type:disc">Spend your budget on platforms where your target audience is active to improve campaign efficiency</li> <li style="list-style-type:disc">Tailor your ads to a specific audience’s interests and behaviors to optimize engagement and conversion</li></ul><p>Semrush’s <a href="https://www.semrush.com/analytics/one2target/" style="text-decoration:none">One2Target</a> tool provides the comprehensive audience insights needed to help you choose the right ad platform.</p><p>Click “<strong>One2Target</strong>” under “<strong>.Trends</strong>” in the left-hand navigation bar. Select your target location, enter up to five competitors’ domains in the input box, and click “<strong>Analyze</strong>.” </p><p>You can also click the “<strong>Create List</strong>” tab to learn about the audiences of up to 100 domains.</p><figure class="easyimage easyimage-side"><picture><img alt="Search bar in One2Target tool" data-original="https://static.semrush.com/blog/uploads/media/c5/af/c5af9392653d8b69a7e6ab713e7dbf5a/9830d9ed0e28fc30a8983226aa38e8df/original.png" height="1208" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c5/af/c5af9392653d8b69a7e6ab713e7dbf5a/9830d9ed0e28fc30a8983226aa38e8df/Ids4k7OUgp_s803W7VpD3NzuW5Ajk-MW5qIgee4DzWcdLa4yAKQJf_9F072zpyw1BVpqH81c3iC1P1Fc8frCx95V1soZ9WrKEbgX6sTLzVIL0cx34SfwSRjwgYj-wMhMyLzGjgmXuVsjcVD74PXXmmQ.png" width="1010"/></picture></figure><p>Your report will look something like this:</p><figure class="easyimage easyimage-side"><picture><img alt="A section of the Demographics report in One2Target tool, showing audience's age and sex summaries" data-original="https://static.semrush.com/blog/uploads/media/f1/fc/f1fc0311cfda46a3db0915d06e21e79e/0562bc24af9ef9979fe613878afb799f/original.jpeg" height="1064" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f1/fc/f1fc0311cfda46a3db0915d06e21e79e/0562bc24af9ef9979fe613878afb799f/_x7d3A30W2m6w4IEW5mwngYCJElGdAvFGld5FcYqb7heBy-S5MZOsPH8RHr35cTgxNaFrPsoFsCPY50xH3tv7haKvIGH19wH3gff5CGmNb238cXudbX-kxT8dhA76PUxUZf8kUoclpfZqvBOpbByRls.jpeg" width="1010"/></picture></figure><p>And covers various audience factors, including:</p><ul> <li style="list-style-type:disc"><strong>Demographics</strong>: Age, sex, and location</li> <li style="list-style-type:disc"><strong>Socioeconomics</strong>: Education levels, employment status, and household sizes </li> <li style="list-style-type:disc"><strong>Behavior</strong>: Interests like social media usage and device preferences</li> <li style="list-style-type:disc"><strong>Audience overlap</strong>: To what extent competing websites share visitors</li></ul><p>Here are some actionable tips to use the tool data effectively:</p><ul> <li style="list-style-type:disc"><strong>Break down your audience </strong>into smaller, more specific groups to tailor your advertising messages more effectively. For example, If you're selling sports equipment, tailor your ads to fitness blogs or outdoor gear reviews, and use social channels your target audience prefers.</li> <li style="list-style-type:disc"><strong>Run small-scale tests</strong> with short, identical ads on platforms like Instagram, Twitter, and Facebook for a week. Track which platform drives more visits to your website or has higher engagement such as likes, shares, comments. Adjust your strategy to focus more resources (like ad spend and formats that fit the platform best) there</li> <li style="list-style-type:disc"><strong>Monitor the latest platform trends and demographic shifts</strong> to keep your digital marketing strategies relevant. Say you notice a surge in Instagram's popularity among 18-to-24-year-olds. Use this insight to create Instagram-specific content to reach this audience.</li></ul><h3 id="budget-and-cost-effectiveness">Budget and Cost-Effectiveness</h3><p>Assess different platforms’ cost-effectiveness to maximize reach and engagement without overspending.</p><p>Start by defining your advertising objectives to determine the critical metrics for your business goals.</p><p>Examples of ad metrics include:</p><ul> <li style="list-style-type:disc"><a href="https://www.semrush.com/blog/cost-per-click/" style="text-decoration:none"><strong>Cost per click (CPC)</strong></a>: The price you pay each time someone clicks on your ad</li> <li style="list-style-type:disc"><strong>Cost per acquisition (CPA)</strong>: The cost of acquiring a customer who takes a specific action, such as making a purchase</li> <li style="list-style-type:disc"><strong>Return on ad spend (ROAS</strong>): The revenue earned per dollar you spend on advertising</li></ul><p>Choose digital advertising platforms with metrics that align with your goals and target audience. Then, estimate the potential ROI for each platform.</p><p>For example, your ROI is positive if a platform's average CPC is $1 and you can convert one in every 100 clicks into a $150 sale. </p><p>Follow these best practices to continue assessing platform cost-effectiveness:</p><ul> <li style="list-style-type:disc">Understand whether a platform’s <strong>user demographic</strong> aligns with your target audience. A platform with a higher price might still be more cost-effective if it reaches a more relevant or engaged audience for your product.</li> <li style="list-style-type:disc">Set <strong>small budgets on a few platforms</strong> to test their effectiveness. Monitor metrics such as <a href="https://www.semrush.com/blog/click-through-rate/" style="text-decoration:none">click-through rates</a> (CTR), conversion rates, and overall engagement. </li> <li style="list-style-type:disc">Use <strong>analytics software</strong> to understand campaign performance across different platforms. And make better data-driven decisions about where to spend your budget.</li></ul><p>If you pick Google Ads as your platform, Semrush’s <a href="https://www.semrush.com/analytics/adwords/positions" style="text-decoration:none">Advertising Research</a> can support your campaigns by analyzing your paid search competitors. </p><p>You’ll get valuable data including the keywords competing domains bid for, plus estimated monthly costs for the ads that rank on SERPs.</p><div></div><p>Click on “<strong>Advertising Research</strong>” from the “<strong>Advertising</strong>” drop-down to open the tool. Enter your competitor’s domain, select the target location, and hit the “<strong>Search</strong>” button.</p><figure class="easyimage easyimage-side"><picture><img alt=""amazon.com" entered into the Advertising Research search bar" data-original="https://static.semrush.com/blog/uploads/media/34/fa/34fa7d49358166595afa4e64852aba5a/8f7dfa4b10cb7c3b977623dfe5ed229e/original.png" height="648" loading="lazy" src="https://static.semrush.com/blog/uploads/media/34/fa/34fa7d49358166595afa4e64852aba5a/8f7dfa4b10cb7c3b977623dfe5ed229e/VAQGt1A9HiwjLD9aWnpmoe4tILtw4eUiUgvFsr6WuJlgRwW3QY5BQkYMDwj-Lmdtz33RddJwpCPB3k2E2mAgpJ2YdThjDZTcBAvt991vdukq8PGkap-ZTde9oeF1-URfGFESG-wYodwWtkT3w6Fam4E.png" width="1010"/></picture></figure><p>You’ll see a report showing a detailed analysis of your competitor’s advertising history in Google Ads.</p><figure class="easyimage easyimage-side"><picture><img alt="A report showing analysis of competitor’s advertising history in Google Ads" data-original="https://static.semrush.com/blog/uploads/media/ad/d7/add70e4b5ef8724971a7f6b369dd3f95/01261b168572335e601298035f76ccde/original.png" height="1005" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ad/d7/add70e4b5ef8724971a7f6b369dd3f95/01261b168572335e601298035f76ccde/YRs2LTRzmcx3xn36yDWDMxnDjSQ6IOO-qMsjlfFp_D8y2se-3CSew1MozOXqPtQYylIcqbzuADGIStsX4qgbM13QCBWEPpkBVeJeFUw97TXFgLtq6btn9LSa9INeEppsLbdNem7EONZ2WLBt4vOopoc.png" width="1010"/></picture></figure><p>The “<strong>Positions</strong>” tab shows the keywords your competitor gets traffic for, how much traffic, and the estimated cost to rank for those keywords in Google Ads.</p><figure class="easyimage easyimage-side"><picture><img alt="Keywords, traffic, and traffic cost metrics shown in Advertising Research tool" data-original="https://static.semrush.com/blog/uploads/media/6d/e4/6de4c56d9f66deb0af0b0bcf7acb67b6/98267f57c2868c0fe71a56cc5f099173/original.png" height="908" loading="lazy" src="https://static.semrush.com/blog/uploads/media/6d/e4/6de4c56d9f66deb0af0b0bcf7acb67b6/98267f57c2868c0fe71a56cc5f099173/W3IqUhRojwtV3tMQsQr4r_v7ix6iHP_AwCE3B4s0qcGkjoneDTT_qN1u2juUYdb6z29rxgh0-JirHB86yva35SIoXGHbyy3Wasf4lChzNSK8OXQt1vwWai0oG3ccdQGA5grdFtvg70A2KjYFD_7ku00.png" width="1010"/></picture></figure><p>Scroll down to view the “Paid Search Positions” and the keywords, their volume, and respective CPC.</p><figure class="easyimage easyimage-side"><picture><img alt="“Paid Search Positions” table with keywords, volume, and CPC columns highlighted" data-original="https://static.semrush.com/blog/uploads/media/65/44/654441af34d086599b7cc4c862825b3b/24610829946e65248f14cd2ed9845192/original.jpeg" height="1161" loading="lazy" src="https://static.semrush.com/blog/uploads/media/65/44/654441af34d086599b7cc4c862825b3b/24610829946e65248f14cd2ed9845192/GOyYYquOaYMJTF0ralTS15KCsr8UUen74Pi1wKHke_pXgF5V1GOE1L-sSFtyfLfNWerQG_3cgLdNBqi_oyI9MWQIcYxtB9V1iCRaKR4S_4aL_Kkb6m0TiVwmjAxZi4RWvZTqZ4S9xAI08Vh9RPNATlg.jpeg" width="1010"/></picture></figure><p>Apply the tool insights to your ad campaign strategy. For instance:</p><ul> <li style="list-style-type:disc">Use cost data to plan your advertising budget more effectively and allocate enough funds to compete for desired keywords without overspending</li> <li style="list-style-type:disc">Identify keywords with higher volume and lower cost for more affordable campaign opportunities</li> <li style="list-style-type:disc">Adjust your current campaigns by tailoring your ad and landing page copy to match <a href="https://www.semrush.com/blog/search-intent/" style="text-decoration:none">search intent </a>(the motivation behind a user’s search term) more effectively. Helping you to improve conversion rates and ROAS.</li></ul><h3 id="ad-format-and-content">Ad Format and Content</h3><p>Platforms that support ad formats best suited to your message increase your chances of captivating and resonating with potential customers.</p><p>So, base your choice on your preferred content delivery types—whether video, image, text, or interactive formats. </p><p>Here’s how:</p><ul> <li style="list-style-type:disc">Research which types of content your target audience prefers and interact with. Then, choose the platforms that excel in the ad formats relevant to your content strategy (e.g., video ads on YouTube, image ads on Instagram).</li> <li style="list-style-type:disc">Test various ad formats on your selected platforms to see which ones yield the best engagement and conversion rates</li> <li style="list-style-type:disc">Use analytics tools to track performance and tweak your strategy accordingly</li> <li style="list-style-type:disc">Regardless of the chosen format, ensure your ads include attractive visuals and clear calls-to-action (CTAs) to maximize impact</li></ul><p>Use <a href="https://www.semrush.com/analytics/adwords/positions" style="text-decoration:none">Advertising Research</a> to assess how to outperform your closest competitors’ ad copy in Google’s paid search results. View their headlines and CTAs, and the landing pages where they direct traffic.</p><p>Click the tool’s “<strong>Ads Copies</strong>” tab.</p><figure class="easyimage easyimage-side"><picture><img alt="“Ads Copies” tab in Advertising Research tool" data-original="https://static.semrush.com/blog/uploads/media/80/ab/80aba1610ecfc1388af32f31ce46af47/cec61f027e6396b8c1a8b2fbe926bed3/original.jpeg" height="1357" loading="lazy" src="https://static.semrush.com/blog/uploads/media/80/ab/80aba1610ecfc1388af32f31ce46af47/cec61f027e6396b8c1a8b2fbe926bed3/Txlv29-477CdU1dMlZaBaf9ikFMeYj1sPKirGrTdUR98gzbf6JJrRUsqyTtsT_rjc_h9-t-KHwIONqgPCyDC4q0t_oByE8Tk4_0vFqPCNxeXzpNw9NXiZ590bTbYDBw4BVQx8gLQjwWjJSa9K5TzCk8.jpeg" width="1010"/></picture></figure><p>The report shows unique ad copy that the domain ranked for in Google's paid search results. And for how many keywords.</p><figure class="easyimage easyimage-side"><picture><img alt="“Ads Copies” report for amazon.com shows unique ad copy that the domain ranked for in Google's paid search results" data-original="https://static.semrush.com/blog/uploads/media/ee/b6/eeb66905ec25e8a77026930bbe18c693/f7456c889312ce8c592bf91a45a638e1/original.jpeg" height="1081" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ee/b6/eeb66905ec25e8a77026930bbe18c693/f7456c889312ce8c592bf91a45a638e1/sclAoekO5_hhqd_K8T4fjVHGmXIZf3XKjiN4ytueCAwMRkNgn68cwnwuOp6OyCGA3i8vORXBKxPCgFA7t5WjR7Z7lHQrj_0DrzKauvXh3dwN8pOthBoZKSBE0QyO7CWkNIkkoAxUMlbFF6_E4DHeoQQ.jpeg" width="1010"/></picture></figure><p>Click on the “<strong>Keywords</strong>” dropdown menu under each ad to view which keywords triggered the ad’s SERP appearance. Complete with each keyword’s search volume, CPC, and competition level.</p><figure class="easyimage easyimage-side"><picture><img alt="A table showing keywords that triggered the ad’s SERP appearance for a given ad" data-original="https://static.semrush.com/blog/uploads/media/f5/32/f532176b7f4e2d9848729ff7003e0cf1/855614e3fc99ec2cf353b5bb0c6c5927/original.jpeg" height="1320" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f5/32/f532176b7f4e2d9848729ff7003e0cf1/855614e3fc99ec2cf353b5bb0c6c5927/kd9VvfEvF17hI0rwzPnAvPvTjtt9C6vinW4tq44j76hQP4FHY-KapSGmG0T-8MkDbhA7u7QOAdPe-FXqJwyhCtb2SYZl287OrzDiOD6sKLc_aRo4K_ycU_vMS4bmaTnrBpBzVBTnE_OSzF-8LmYevbw.jpeg" width="1010"/></picture></figure><p>Use this information to:</p><ul> <li style="list-style-type:disc">Assess successful keyword and ad copy combinations to differentiate your brand and gain a competitive edge in your market. </li> <li style="list-style-type:disc">Identify new trends or emerging interests within your industry to stay ahead of the curve with timely, relevant ad content.</li></ul><p><em><strong>Further reading</strong></em><em>: Check out our </em><a href="https://www.semrush.com/blog/ppc-keyword-research/" style="text-decoration:none"><em>PPC Keyword Research</em></a><em> guide on using </em><a href="https://www.semrush.com/keyword-tool/" style="text-decoration:none"><em>PPC Keyword Tool</em></a><em> to streamline keyword management.</em></p><h3 id="performance-tracking-and-analytics">Performance Tracking and Analytics</h3><p>Analytics provide insights into your business’s <a href="https://www.semrush.com/blog/kpi-metrics/" style="text-decoration:none">key performance indicators</a> (KPIs)—such as CTR, engagement rates, conversion rates, and overall ROI. </p><p>And helps you tweak your ad campaign parameters and target prospects more effectively for higher ROAS.</p><p>For example, if a particular ad underperforms in CTR, you can adjust its content, audience targeting, or placement to improve its performance.</p><p>If you run an ad campaign without access to analytics, you could miss out on crucial data. Like who engages with your ads, when they're most active, and which ads drive conversions.</p><p>Let’s explore how to find an ad platform that meets your performance tracking and analytics needs:</p><ul> <li style="list-style-type:disc">Look for detailed insights into audience demographics and behavior, real-time campaign performance, and conversion tracking </li> <li style="list-style-type:disc">Confirm integration with other tools and platforms you're using, such as Google Analytics or CRM software like <a href="https://www.semrush.com/crm/" style="text-decoration:none">Semrush CRM</a>. Which gives you a comprehensive view of your campaign's performance across all channels.</li> <li style="list-style-type:disc">Identify platforms that not only provide data, but also offer actionable recommendations, or automated optimizations</li></ul><h2 id="use-diverse-advertising-platforms-to-broaden-your-reach">Use Diverse Advertising Platforms to Broaden Your Reach</h2><p>Combining ad touchpoints can extend your brand’s reach and help you capture more market share. </p><p>A multi-platform presence reinforces your brand message and encourages deeper engagement through repeated exposure. </p><p>For instance, you could build a campaign where a consumer sees your brand on a Twitter ad in the morning, watches your YouTube video ad in the afternoon, and encounters a retargeting ad on Facebook in the evening. </p><p>Apply these three tips to maximize your conversion potential through ad diversification:</p><ul> <li style="list-style-type:disc">Use <a href="https://www.semrush.com/blog/retargeting/" style="text-decoration:none">retargeting</a> ads to follow your audience across platforms with tailored messages that guide them through the conversion funnel</li> <li style="list-style-type:disc">Understand the unique strengths of each platform, and the role it can play in your customer's journey. Optimize your content and CTAs accordingly.</li> <li style="list-style-type:disc">Use unified tracking tools like <a href="https://www.semrush.com/blog/google-analytics/" style="text-decoration:none">Google Analytics 4 </a>(GA4) to attribute conversions resulting from your multi-platform campaigns. So you can identify successes and further refine your efforts.</li></ul><p>The Semrush toolkit helps you optimize a multi-platform advertising strategy. </p><p>Sign up for a free trial to understand your audience's preferences and behavior, gain insights into competitors' advertising tactics, and craft ad content that resonates with your prospective buyers.</p><div></div></article><div class="sc-gKclnd gIVKXH sc-edERGn fvqybF"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fadvertising-platforms%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fadvertising-platforms%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22A+Guide+to+the+Best+Advertising+Platforms+for+Your+Business%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fadvertising-platforms%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=A Guide to the Best Advertising Platforms for Your Business%0D%0Ahttps://www.semrush.com/blog/advertising-platforms/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div></div><div class="sc-gKclnd kcZgbH right-article-section"><section class="sc-hkgtus cZJvJx"></section></div></div></div><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd eYTkOv"><div data-test="wrapper-for-author-bio" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-subscription" class="sc-gKclnd hrZfTH"></div></div></div><div data-test="wrapper-for-more-on-this" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-trial" class="sc-gKclnd hrZfTH"></div></main><div data-test="wrapper-for-footer" class="sc-gKclnd hrZfTH"></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"canonicalSubdomain":"www","locale":"en","breakpoint":{"isPhone":false,"isTablet":false,"isDesktop":true},"page":{"id":9438,"status":"published","url":"advertising-platforms","template":"article-base","title":"A Guide to the Best Advertising Platforms for Your Business","preview":"Find the top advertising platforms to reach your target audience and boost your business‘s online visibility.","previewImage":"https://static.semrush.com/blog/uploads/media/5e/5d/5e5d0cfc8353822ce3c665cee66a5619/339f8be79f2a5281c8a17cc26fe4133e/advertising-platforms.svg","socialImage":"https://static.semrush.com/blog/uploads/media/57/b3/57b32d12416c5219aba6555c9957a589/bfbf61a2889f98fb73577240d61c3bd1/advertising-platforms-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/5e/5d/5e5d0cfc8353822ce3c665cee66a5619/339f8be79f2a5281c8a17cc26fe4133e/extra.png","altPreviewImage":"Advertising Platforms","altSocialImage":"Advertising Platforms","hidePreviewImage":0,"publishedAt":1713349500000,"editedAt":null,"metaTitle":"A Guide to the Best Advertising Platforms for Your Business","metaDescription":"Find the top advertising platforms to reach your target audience and boost your business‘s online visibility.","schemaOrg":"{}","author":{"id":202082801,"alias":"sydney-go","name":"Sydney Go","photo":"https://static.semrush.com/blog/uploads/user/ac/38/ac38d9c738edb4026c1e70117883bded/img_1301.jpg","photoMask":"radiation","company":"Semrush","position":"Blog Editor","bio":"Sydney has been creating content for over 10 years. She has been a writer, content manager and coordinator, editor, and strategist. At Semrush, she’s a blog editor who makes sure each article is as accurate, optimized, and helpful as possible.","socials":{"webSite":"https://www.semrush.com/","twitter":"https://twitter.com/dontstopsydney","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/sydneyaringo"},"isPublic":true,"expertise":["content writing","content editing","seo"],"education":[]},"blocks":{"articleContent":{"code":"article-content","itemId":34278,"enabled":false,"value":[]}},"critical":{"article-content":{"id":34278,"content":"\u003cp\u003eImagine being able to identify where your potential customers are, targeting and engaging them effectively, and driving business growth with optimized spending.\u003c/p\u003e\u003cp\u003eThat's the advantage of using a digital advertising platform to help your audience convert.\u003c/p\u003e\u003cp\u003eIn this article, you’ll learn about the top online advertising platforms’ unique features. Plus which platform to choose to reach more of your target audience with better ROI.\u003c/p\u003e\u003ch2\u003eWhat Are Advertising Platforms?\u003c/h2\u003e\u003cp\u003eAdvertising platforms are digital spaces where businesses display paid ads to promote their products or services to a targeted customer base. \u003c/p\u003e\u003cp\u003ePlatforms range from social media networks and search engines to websites and apps. Each offers various ad formats and targeting options to reach potential customers effectively. We’ll cover the main ones later in\u003ca href=\"#the-top-12-advertising-platforms\"\u003e this section\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eUse digital advertising platforms to increase your business's visibility, drive website traffic, and boost sales.\u003c/p\u003e\u003cp\u003eFor example, a local bakery could use \u003ca href=\"https://www.semrush.com/blog/social-media-ads/\" style=\"text-decoration:none\"\u003esocial media advertising\u003c/a\u003e on Facebook to reach interested users from a specific geographic area. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"O\u0026amp;H Danish Bakery's social media ads on Facebook\" data-original=\"https://static.semrush.com/blog/uploads/media/2a/0c/2a0cddeb1980800c1a5b1ab499014de9/2c859c3bf316931737fb56693af3a629/original.jpeg\" height=\"1094\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/2a/0c/2a0cddeb1980800c1a5b1ab499014de9/2c859c3bf316931737fb56693af3a629/WF594D-Y-3D1ksHzRCmNKySSgRpcnAhAnDHeiaf1CGbgKoA1q--IBxlizWWUwfqbxve6neithEjET8BRXjzLZbIoSMsYBzcabnKk7uOax0UN_kIGuV0-ve8iaZcG0LPrbZZpbt9prQcZn7_DwyhJAAg.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp class=\"note\"\u003eImage Source: \u003ca href=\"https://www.facebook.com/ads/library/?active_status=all\u0026amp;ad_type=all\u0026amp;country=US\u0026amp;view_all_page_id=91977276987\u0026amp;sort_data%5Bdirection%5D=desc\u0026amp;sort_data%5Bmode%5D=relevancy_monthly_grouped\u0026amp;search_type=page\u0026amp;media_type=all\" style=\"text-decoration:none\"\u003eMeta Ad Library\u003c/a\u003e\u003c/p\u003e\u003cp\u003eCompelling ads can attract new customers, promote special offers, increase in-person traffic to a physical store, and more.\u003c/p\u003e\u003cp\u003eFocusing on a qualified audience allows you to allocate your marketing budget more efficiently.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/paid-advertising/\" style=\"text-decoration:none\"\u003e\u003cem\u003ePaid Advertising 101: A Beginner’s Guide\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch3\u003eHow Do Advertising Platforms Work?\u003c/h3\u003e\u003cp\u003eAdvertising platforms operate through three main components that enable you to reach your \u003ca href=\"https://www.semrush.com/blog/target-audience/\" style=\"text-decoration:none\"\u003etarget audience\u003c/a\u003e more successfully. \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAd auctions\u003c/strong\u003e: Occur in real time when an advertising slot becomes available. Advertisers bid on slots based on the value they assign to them, often \u003ca href=\"https://www.semrush.com/blog/keyword-bidding/\" style=\"text-decoration:none\"\u003edetermined by keywords\u003c/a\u003e, audience demographics, or the platform itself. The highest bidder, or sometimes the bidder providing the most value considering both bid amount and \u003ca href=\"https://www.semrush.com/blog/quality-score/\" style=\"text-decoration:none\"\u003ead quality\u003c/a\u003e, wins the ad slot.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eTargeting options\u003c/strong\u003e: Ensure ads reach the most relevant audience. You can segment audiences based on demographics, interests, and behaviors. For example, a fitness equipment store can target individuals interested in health and fitness, fine-tuned by age, geographic location, or recent search history related to workout gear.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eTypes of ads\u003c/strong\u003e: Include text ads, \u003ca href=\"https://www.semrush.com/blog/display-ads/\" style=\"text-decoration:none\"\u003edisplay ads\u003c/a\u003e, video ads, and interactive ads. Choosing a format depends on your campaign goals, product or service, and where your target audience spends time online. For instance, a video ad might be more effective on a platform like YouTube. Whereas a text ad could perform better in Google’s \u003ca href=\"https://www.semrush.com/blog/serp/\" style=\"text-decoration:none\"\u003esearch engine result pages\u003c/a\u003e (SERPs).\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eImagine a small business launches a new product and uses an advertising platform to promote it.\u003c/p\u003e\u003col\u003e \u003cli style=\"list-style-type:decimal\"\u003eThe business sets a budget and bids for (video) ad slots on a social media network like Instagram, targeting users who have expressed interest in similar products\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eThe advertising platform displays its ad to targeted users\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eThe platform's algorithms optimize the ad's delivery. Ensuring it reaches individuals most likely to engage based on their past online behavior and preferences.\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eInterested users engage with the ad and perform a desired action. Like signing up for the product’s free demo or registering for a webinar that discusses the product in more detail.\u003c/li\u003e\u003c/ol\u003e\u003cp\u003eThis targeted approach maximizes the ad's impact, improving its chances of driving sales and achieving a better return on investment (ROI).\u003c/p\u003e\u003ch2\u003eThe Top 12 Advertising Platforms\u003c/h2\u003e\u003cp\u003eThe right digital ad platform can help you reach your target audience, engage potential customers, and convert interest into tangible results. \u003c/p\u003e\u003cp\u003eUnderstanding these platforms’ strengths and niches is the first step toward crafting a successful online advertising strategy tailored to your business needs.\u003c/p\u003e\u003cp\u003eHere are some of the best platform options to use for your ads:\u003c/p\u003e\u003ch3\u003e1. Google Ads\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/google-advertising/\" style=\"text-decoration:none\"\u003eGoogle Ads\u003c/a\u003e offers your business a direct pathway to appear in front of potential customers precisely when they search for your services or products.\u003c/p\u003e\u003cp\u003eGoogle's extensive network includes its search engine, YouTube, and the \u003ca href=\"https://www.semrush.com/blog/google-display-network/\" style=\"text-decoration:none\"\u003eGoogle Display Network\u003c/a\u003e (GDN). \u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eGDN comprises millions of websites, apps, and videos where Google ads can appear. Providing unparalleled targeting capabilities to reach a diverse audience based on search behavior, interests, and online activities.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eHere’s what a Google Search ad looks like:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A Google Search ad from DoorDash\" data-original=\"https://static.semrush.com/blog/uploads/media/d1/87/d1877d5d67443de2c0ba8eb8ddecde97/74022cde7b0ec8908d591221c3e24411/original.jpeg\" height=\"1072\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d1/87/d1877d5d67443de2c0ba8eb8ddecde97/74022cde7b0ec8908d591221c3e24411/vnxcGnZSoUNeLx8sQl2u3muWnRgaYGrqjwXlQU-lanURuTgqs-cxp26VMmXCzw0lAVu9hXRLNEwjqa_fsFYtWL5-ZnflQuiRMZO-imSAcNLy0F9kGz6b_okYorbU80Exo0oEfjV6I1xVufC7XDkcWi0.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe cost of advertising on Google Ads varies widely. Depending on factors like keyword competition, the quality of your ads, and your targeting specifics.\u003c/p\u003e\u003cp\u003eThe advertising platform operates on a \u003ca href=\"https://www.semrush.com/blog/what-is-ppc/\" style=\"text-decoration:none\"\u003epay-per-click\u003c/a\u003e (PPC) model, meaning you pay only when someone clicks on your ad. Which makes it a flexible option for businesses of all sizes, as it gives you control over budgets and bids to maximize your ROI.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/google-ads-cost/\" style=\"text-decoration:none\"\u003e\u003cem\u003eHow Much Does Google Ads Really Cost?\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003cp\u003eGoogle Ads supports the following ad types:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSearch ads\u003c/strong\u003e: Appear in Google search results, targeting users based on their search queries\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDisplay ads\u003c/strong\u003e: Appear on websites within the GDN, targeting users based on their interests or the content they’re viewing\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/blog/google-shopping-ads/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eShopping ads\u003c/strong\u003e\u003c/a\u003e: Showcase products directly in search results, offering quick product information at a glance\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eVideo ads\u003c/strong\u003e: Captivate users with video content on YouTube—ideal for storytelling and engaging potential customers\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eApp ads\u003c/strong\u003e: Promote mobile apps across Google's network using auto-generated ad formats\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cspan style=\"text-decoration:none;\"\u003eTools like Semrush's \u003c/span\u003e\u003ca href=\"https://www.semrush.com/apps/ads-launch-assistant/\"\u003eAds Launch Assistant \u003c/a\u003ehelp you fully manage your Search and Smart ad campaigns from launch to optimization.\u003c/p\u003e\u003cdiv data-background=\"purpleBrand\" data-button_color=\"yellowIllust\" data-button_text=\"Get for Free\" data-destination_url=\"https://www.semrush.com/apps/ads-launch-assistant/\" data-header=\"Launch High-Performing Google Ads\" data-image=\"https://static.semrush.com/blog/uploads/files/e3/c1/e3c11aed0d9bffb525e8f7552d6b7fa1/illustration-ads-banner-205x170.svg\" data-placeholder=\"\" data-text=\"Powered by Ads Launch Assistant\" data-widget=\"create-campaign\" id=\"\"\u003e\u003c/div\u003e\u003ch3\u003e2. Facebook Ads\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/facebook-advertising/\" style=\"text-decoration:none\"\u003eFacebook Ads\u003c/a\u003e lets you run ads across Facebook's ecosystem (\u003ca href=\"https://www.statista.com/statistics/346167/facebook-global-dau/\" style=\"text-decoration:none\"\u003eover 2.1 billion daily users\u003c/a\u003e) thanks to seamless integration. \u003c/p\u003e\u003cp\u003eThis advertising platform's audience encompasses many users, making it suitable for any business.\u003c/p\u003e\u003cp\u003eBelow, Colorado State University ran a Facebook video ad to announce its summer courses:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Colorado State University's Facebook video ad announcing summer courses\" data-original=\"https://static.semrush.com/blog/uploads/media/27/75/2775b4ec208794f223a1f94d9db8a8df/e1ad88f87e3b61dfdf562be48d8703fd/original.jpeg\" height=\"1177\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/27/75/2775b4ec208794f223a1f94d9db8a8df/e1ad88f87e3b61dfdf562be48d8703fd/liRnOCCh-h3IhCcYHduHqDKI1dBJxqfNfoZ_MdJR2QCiVWvi_yyuRtosaGKMpDpyyko4LLp5G3tStkSmkJ5osK4pB-s9ObRNb--wJjVetFfHNas7XyzukQFKzQhWfrYVZZrmCZEIyc_vxFyG1P6MapM.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOne of the vital strengths of Facebook ads lies in its detailed targeting options, including:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDemographics\u003c/strong\u003e: Age, gender, location, and even life events\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eInterest-based\u003c/strong\u003e: Specific interests, from broad categories like fitness or fashion to more niche hobbies\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBehavioral\u003c/strong\u003e: Activities like purchase behavior and device usage\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eConnection-based\u003c/strong\u003e: Users who have a particular kind of connection to your page, app, event, or their friends\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThe integration with Instagram has the following advantages:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eUnified ad management\u003c/strong\u003e: Create, manage, and track your Facebook and Instagram ad campaigns from the same place.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCross-platform targeting\u003c/strong\u003e: Reach a wider audience across both Facebook and Instagram regardless of users’ preferred platform—increasing the overall effectiveness of your ad campaigns\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eConsistent branding across platforms\u003c/strong\u003e: This consistency helps you build brand recognition and trust with your audience. So it’s a seamless experience for users moving between the two platforms.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eAs of March 2024, the \u003ca href=\"https://revealbot.com/facebook-advertising-costs/cpc-cost-per-click\" style=\"text-decoration:none\"\u003eaverage CPC for Facebook Ads\u003c/a\u003e (cost per click) was $0.778.\u003c/p\u003e\u003cp\u003eBesides image and video ads, types of Facebook ads include:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCarousel ads\u003c/strong\u003e: Allow showcasing up to 10 images or videos with individual headlines, descriptions, and buttons. Ideal for displaying multiple products or telling a story.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCollection ads\u003c/strong\u003e: Feature a central image or video with three smaller images, leading users into an immersive \u003ca href=\"https://www.facebook.com/business/ads/instant-experiences-ad-destination\" style=\"text-decoration:none\"\u003eInstant Experience\u003c/a\u003e to engage further with the brand\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eInstant experience ads\u003c/strong\u003e: Offer an engaging visual storytelling or brand experience once the user taps on full-screen ads optimized for mobile\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePoll ads\u003c/strong\u003e: Engage your audience with a two-answer poll in your ad—perfect for gathering insights or preferences\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSlideshow ads\u003c/strong\u003e: Create a looping visual story with three to 10 images or a video, offering a more straightforward and cost-effective alternative to video ads\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eMessenger ads\u003c/strong\u003e: Appear in the Chats tab of the Messenger app, expanding into a detailed view with ad details upon tapping\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: Check out our \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/the-ultimate-guide-to-facebook-business-manager/\" style=\"text-decoration:none\"\u003e\u003cem\u003ecomprehensive guide on Facebook Business Manager\u003c/em\u003e\u003c/a\u003e\u003cem\u003e to learn how to build custom audiences for effective Facebook ad campaigns.\u003c/em\u003e\u003c/p\u003e\u003cdiv data-background=\"yellowIllust\" data-button_color=\"purpleBrand\" data-button_text=\"Try it Free\" data-destination_url=\"https://www.semrush.com/apps/adcreative-ai/\" data-header=\"Create Facebook Ads in Minutes\" data-image=\"https://static.semrush.com/blog/uploads/files/e3/c1/e3c11aed0d9bffb525e8f7552d6b7fa1/illustration-ads-banner-205x170.svg\" data-placeholder=\"\" data-text=\"with AdCreative.ai\" data-widget=\"create-campaign\" id=\"\"\u003e\u003c/div\u003e\u003ch3\u003e3. Instagram Ads\u003c/h3\u003e\u003cp\u003eInstagram is the \u003ca href=\"https://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-worldwide/\" style=\"text-decoration:none\"\u003esecond most popular\u003c/a\u003e social network marketers use, after Facebook. And it allows businesses to set the same ad campaign objectives as Facebook.\u003c/p\u003e\u003cp\u003eInstagram Ads’ strong visual appeal captures the attention of younger demographics, who are highly active on Instagram. As of January 2024, \u003ca href=\"https://www.statista.com/statistics/398166/us-instagram-user-age-distribution/\" style=\"text-decoration:none\"\u003e28.4% of Instagram users\u003c/a\u003e in the U.S. were between 25 and 34 years old. \u003c/p\u003e\u003cp\u003eThe cost of advertising can vary widely depending on factors such as targeting, ad format, competition, and time of year. \u003c/p\u003e\u003cp\u003eOn average, \u003ca href=\"https://www.webfx.com/social-media/pricing/how-much-does-it-cost-to-advertise-on-instagram/\" style=\"text-decoration:none\"\u003eInstagram advertising costs\u003c/a\u003e $0.00-$0.25 per click, $0.00-$4.00 per 1,000 impressions, and $0.03-$0.08 per engagement. \u003ca href=\"https://www.facebook.com/business/help/1514927061975521?id=332010350818053\" style=\"text-decoration:none\"\u003eMeta recommends\u003c/a\u003estarting with at least $5 for your budget.\u003c/p\u003e\u003cp\u003eInstagram offers several ad formats, including:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePhoto ads\u003c/strong\u003e: Simple yet effective, allowing brands to showcase their products through engaging images\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eVideo ads\u003c/strong\u003e: Up to 60 seconds long, providing a deeper look into the brand or product\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eStories ads\u003c/strong\u003e: Full-screen ads that appear between users' stories, offering a highly engaging way to connect with the audience\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCarousel ads\u003c/strong\u003e: Allow users to swipe through a series of images or videos in a single ad, ideal for highlighting multiple products or telling a brand story\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eHere’s a fashion brand’s carousel ad showcasing its products:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"sezane’s carousel ad showcasing its products\" data-original=\"https://static.semrush.com/blog/uploads/media/33/c3/33c30f23de005bc0a5185a322ab77973/b0fdee9d32faea17d1dff5d6883937bf/original.jpeg\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/33/c3/33c30f23de005bc0a5185a322ab77973/b0fdee9d32faea17d1dff5d6883937bf/tOv7TFRo22KyAlSuUV7HW5E_Tbd0ugodnQY3D_XCytTxBIVeAP-td6Z2UZmPISNdeGzWCjbGXDCIH9RCbV1r9aXH927U8uUwLfJ3xPHDheKIXOXaFzDjs9PPg4SscphD8XzPiyWjnWmge77J_OVTlcc.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003e4. LinkedIn Ads\u003c/h3\u003e\u003cp\u003eWith over 700 million professionals on the platform, \u003ca href=\"https://www.semrush.com/blog/linkedin-marketing/\" style=\"text-decoration:none\"\u003eLinkedIn marketing\u003c/a\u003e can be particularly effective for business-to-business (B2B) marketing. \u003c/p\u003e\u003cp\u003e\u003ca href=\"https://business.linkedin.com/marketing-solutions/why-advertise-on-linkedin\" style=\"text-decoration:none\"\u003e93% of B2B content marketers\u003c/a\u003e reportedly use LinkedIn for organic social marketing.\u003c/p\u003e\u003cp\u003eLinkedIn Ads target factors including job titles and functions, industries and companies, skills and seniority, plus education and experience.\u003c/p\u003e\u003cp\u003eLinkedIn supports different ad types to help businesses reach their goals, such as getting more visibility or finding leads.\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSponsored content\u003c/strong\u003e: Ads that look like regular posts but appear as “sponsored” in your feed. And can include pictures, videos, or a series of images.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eMessage ads\u003c/strong\u003e: Direct advertising in users' inboxes, evolving into conversation ads with multiple CTAs\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eText ads\u003c/strong\u003e: Ads that show up on the side of LinkedIn pages\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDynamic ads\u003c/strong\u003e: Personalized ads that can show your photo, where you work, and your job title\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eLead gen forms\u003c/strong\u003e: Forms that fill automatically with your LinkedIn info, making it easy to sign up for something without leaving the platform\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eIn this sponsored content ad, LinkedIn addresses the platform users with a topic that’s highly relevant to them:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"LinkedIn Ads sponsored content on measuring brand metrics that matter\" data-original=\"https://static.semrush.com/blog/uploads/media/3c/be/3cbe7f6da56295541826971684aa5b3f/ccc129ceecf3269a3ed1bcd5939defc1/original.jpeg\" height=\"1404\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3c/be/3cbe7f6da56295541826971684aa5b3f/ccc129ceecf3269a3ed1bcd5939defc1/dh_GjdP-V9mDNiyKQ1i1KmT7Ucqx39ip_t4dw3A92YcijZy_rUNBnAKYKGGg5gPT94JmtuiWL5QhavMK_8W98qJ1l2dUtXIuEnowEbvKhKh-eDFEwUSIeasWJilMvTgqy03LNvTzdJLy16_RrjeiPvM.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou need a \u003ca href=\"https://business.linkedin.com/marketing-solutions/success/best-practices/maximize-your-budget\" style=\"text-decoration:none\"\u003eminimum daily budget of $10\u003c/a\u003e for any ad type. New or inactive campaigns must have a minimum lifetime budget of $100. \u003c/p\u003e\u003cp\u003eAfter launching, the minimum lifetime budget becomes $10 multiplied by the campaign's duration.\u003c/p\u003e\u003ch3\u003e5. X Ads\u003c/h3\u003e\u003cp\u003eThe X (formerly Twitter) platform allows you to target ads based on demographics, interests, behaviors, keywords, and specific events or conversations. \u003c/p\u003e\u003cp\u003eYou can also engage with an audience in real time. This immediacy makes X Ads particularly effective during live events, product launches, or any time-sensitive promotions.\u003c/p\u003e\u003cp\u003eX has different types of ads, including:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePromoted tweets\u003c/strong\u003e: Paid tweets to reach more people or engage followers\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePromoted trends\u003c/strong\u003e: Make a hashtag popular at the top of the \"Trending\" list\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eTwitter cards\u003c/strong\u003e: Add more than text to tweets, like app installs or website previews\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eVideo ads\u003c/strong\u003e: Include short video clips that appear on users’ feeds\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eBelow is a promoted tweet from cybersecurity company Bitdefender:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A promoted tweet from cybersecurity company Bitdefender\" data-original=\"https://static.semrush.com/blog/uploads/media/f5/4c/f54c9b32d874cd165f8a0809952d3320/174ae60b10dc7660a1adae397ae21d54/original.jpeg\" height=\"1255\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f5/4c/f54c9b32d874cd165f8a0809952d3320/174ae60b10dc7660a1adae397ae21d54/2qfvk3XNhy9Llk9knIreSTp4qHa527L8zrt4tRyh6qgpY1J0Yi4TzbU5n5AMLFN9sWl-5-ptIJ0xKmjgerqUicqP52N6bIDgn5o-xgBBXErGZyHTN_BwU8-9dkq1q0GYkhaZpHc5QLQqaFAeuEJ7M48.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can make X Ads fit your budget with no minimum spend by setting a cap at the start of your campaign. Your targeting, design, and bid choices will affect the cost.\u003c/p\u003e\u003ch3\u003e6. Pinterest Ads\u003c/h3\u003e\u003cp\u003ePinterest ads are paid-for posts or “Pins” that advertise a product or service to users on the platform. As Pinterest is a visual platform, advertising focuses on images and video. \u003c/p\u003e\u003cp\u003eThere are plenty of opportunities to reach an audience here, where \u003ca href=\"https://business.pinterest.com/en/audience\" style=\"text-decoration:none\"\u003e46% of weekly users\u003c/a\u003e report discovering a new brand or product.\u003c/p\u003e\u003cp\u003ePinterest offers a variety of ad formats, including:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePromoted pins\u003c/strong\u003e: Paid pins marked as \"Promoted\" to boost visibility and web traffic\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eVideo pins\u003c/strong\u003e: Engaging video ads for storytelling and product showcasing\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCarousel ads\u003c/strong\u003e: Multi-image ads featuring product details or stories\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eShopping pins\u003c/strong\u003e: Direct-to-product links for easy purchasing, enhanced with Catalogs for auto-generated shoppable pins\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCollection ads\u003c/strong\u003e: Main visuals combined with product images for an immersive shopping experience\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eCheck out this promoted pin example from the Mazda car manufacturer:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A promoted pin from the Mazda car manufacturer\" data-original=\"https://static.semrush.com/blog/uploads/media/4b/5b/4b5bcb4c837d266b7e7376007250d712/cb19c58cec776af77f5878e36f556078/original.jpeg\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/4b/5b/4b5bcb4c837d266b7e7376007250d712/cb19c58cec776af77f5878e36f556078/YGSq4EU38PCb8oXiL59NBsSAfbIp89JfyVHUWCc8U06cGeBJKwumzRSF05Zdw9sl4Emc8DytBvz73bBfpZk10EvWSIkCg4CNxUR1pQEtrRfbMLYpTHjYtgHzUmgPGaB4nZGBlD4m5HD7eewTdLoAiA4.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOn average, \u003ca href=\"https://www.webfx.com/social-media/pricing/how-much-does-pinterest-advertising-cost/\" style=\"text-decoration:none\"\u003ePinterest ads cost\u003c/a\u003e $0.00-$0.10 per click, $0.00-$2.00 per conversion, and $0.00-$1.50 per 1,000 impressions.\u003c/p\u003e\u003ch3\u003e7. YouTube Ads\u003c/h3\u003e\u003cp\u003eYouTube is arguably the most prominent \u003ca href=\"https://www.semrush.com/blog/video-advertising/\" style=\"text-decoration:none\"\u003evideo advertising\u003c/a\u003e platform. Its ads enable you to advertise your content to audiences of all demographics.\u003c/p\u003e\u003cp\u003eChoose from several video ad formats depending on what you want to achieve, who you want to reach, and the story you want to tell. \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSkippable in-stream ads\u003c/strong\u003e: Play before, during, or after videos on YouTube, allowing viewers the option to skip\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eNon-skippable in-stream ads\u003c/strong\u003e: Require viewers to watch the entire ad before the main video plays\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eIn-feed video ads\u003c/strong\u003e: Show up in YouTube's content discovery areas, like search results or related video suggestions\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBumper ads\u003c/strong\u003e: Short, unskippable ads lasting 6 seconds, ensuring viewers see your entire message\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOutstream ads\u003c/strong\u003e: Mobile-focused ads outside of YouTube, extending your reach across the Google Video Partners (GVP) network\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eMasthead ads\u003c/strong\u003e: Prominently displayed at the top of the YouTube homepage for high visibility\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eSee this in-feed video ad example:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"An in-feed video ad in YouTube's search results\" data-original=\"https://static.semrush.com/blog/uploads/media/0d/50/0d50ca41f3ee2d95e071064b2c8d65dc/a02128f28a50a336c285c4fbbd2a7d25/original.jpeg\" height=\"1158\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/0d/50/0d50ca41f3ee2d95e071064b2c8d65dc/a02128f28a50a336c285c4fbbd2a7d25/QX8dC3ILWmIWv_QicIfwyGY7wHNkvXYGAW96ePfbomHtxAUr47K7rn6et2aYxK-tqTbsmGg4CpsmS6iDk_23VS81XMAY0013IRr445ffqya1CFliLNOHy9tAH9lTE7R-sgVfJdgalg1Gb3_ezDYdXKs.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003ca href=\"https://www.webfx.com/social-media/pricing/how-much-does-youtube-advertising-cost/\" style=\"text-decoration:none\"\u003eYouTube ads cost\u003c/a\u003e around $0.11-$0.50 per view or action, with businesses typically setting a daily budget of $10. \u003c/p\u003e\u003cp\u003eThe actual cost of your campaign can vary according to the quality of your video, whom you’re targeting, and your ad goals.\u003c/p\u003e\u003ch3\u003e8. Snapchat Ads\u003c/h3\u003e\u003cp\u003eSnapchat’s advertising platform may suit your business if your primary audience is young adults. \u003c/p\u003e\u003cp\u003eIn January 2023, \u003ca href=\"https://www.statista.com/statistics/933948/snapchat-global-user-age-distribution/\" style=\"text-decoration:none\"\u003eone in five\u003c/a\u003e global users were men between 18 and 24 years old. Women between 18 and 24 made up 18.3% of all Snapchat users.\u003c/p\u003e\u003cp\u003eIts focus on images, temporary messages, and a commitment to privacy and creative expression attracts a younger demographic.\u003c/p\u003e\u003cp\u003ePlus, Snapchat's AR lenses offer engaging and deeply immersive interactive experiences because:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eThey blend the real world with digital fun, making ads more memorable\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUsers get to interact by making faces or tapping, which keeps them engaged\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eThey're fun, so people share them—helping ads reach more without extra cost\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eYou can tailor ads for specific events or products, grabbing the attention of the right audience\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eHere’s an AR ad from Coca-Cola:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"An AR ad from Coca-Cola on Snapchat\" data-original=\"https://static.semrush.com/blog/uploads/media/fa/31/fa31b0ef74925274ae88d638f18eca15/a440652db83f2745321aec5d828dbc38/original.jpeg\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fa/31/fa31b0ef74925274ae88d638f18eca15/a440652db83f2745321aec5d828dbc38/AxHJZUlYN65VjBcthQozRunfBk57Er-xGRkPyOfGeDFCwxxBbbIXLMiPMjlQmQTl-W9m-AEPc5vowIjHXwqXKUArejnjgiMDVqQ-lhEpxEi7BUFVi7ZQ78Rmwlrx3KySMuaqAaw2oeyeR45C5bTnbKI.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSpend as little as $5 daily on ads, but Snapchat recommends at least $20-50 daily to help your ad complete an “Exploration Phase.” \u003c/p\u003e\u003cp\u003eThis phase allows the platform to determine who in your target audience will most likely take action on your ad—and optimize its performance accordingly.\u003c/p\u003e\u003ch3\u003e9. TikTok Ads\u003c/h3\u003e\u003cp\u003eTikTok’s short-form video content provides a unique and engaging way for advertisers to reach potential customers (\u003ca href=\"https://www.businessofapps.com/data/tik-tok-statistics/\" style=\"text-decoration:none\"\u003e1.5 billion active users\u003c/a\u003e worldwide in 2023).\u003c/p\u003e\u003cp\u003eThe ads can go viral as a result of these factors:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAlgorithm-driven discovery\u003c/strong\u003e: The platform’s “For you” page promotes viral ad potential through user-tailored recommendations\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eHigh engagement format\u003c/strong\u003e: The short videos encourage repeat viewing and sharing, boosting ad virality\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCreative and collaborative features\u003c/strong\u003e: Hashtag challenges and branded effects turn ads into interactive, community-driven campaigns\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eSee this viral in-feed ad from TikTok:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"An in-feed ad from TikTok\" data-original=\"https://static.semrush.com/blog/uploads/media/42/9f/429f4aa88f101a1c664362ba547f90b4/1635aa7a5594f005471aed62e4916e32/original.jpeg\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/42/9f/429f4aa88f101a1c664362ba547f90b4/1635aa7a5594f005471aed62e4916e32/aAdrlxwUuh7f7bGSXVnEUOha-Or8ifXxaUKBOGG9gYwRcBvK4JgInAdJszKDV-XhgVLTnx8_poGGdaab2LAfLeEJu6xAckn8ByZMBpf-sG1XBxnllw8IHSYdevgLmt_II7bKH7RojiSwJr5uQ73ipEc.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eTypes of TikTok ads include:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eIn-feed ads\u003c/strong\u003e: Appear on TikTok’s \"For You\" page, blending with organic content\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBrand takeover ads\u003c/strong\u003e: Full-screen ads visible upon opening the app\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eTopView ads\u003c/strong\u003e: A longer format of Brand takeover ads, appearing 3 seconds after app launch with up to 60 seconds of full-screen video\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBranded hashtag challenges\u003c/strong\u003e: Sponsored challenges that encourage user content creation and participation, boosting engagement and awareness\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBranded effects\u003c/strong\u003e: Custom filters, stickers, and effects for users to incorporate in videos\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003e10. Amazon Ads\u003c/h3\u003e\u003cp\u003eAmazon Ads can increase your brand visibility, give you a competitive edge in the crowded ecommerce space, and improve your chances of conversion.\u003c/p\u003e\u003cp\u003eA direct shopping integration seamlessly incorporates advertising solutions within Amazon’s vast ecommerce platform (which recorded \u003ca href=\"https://www.statista.com/statistics/623566/web-visits-to-amazoncom/\" style=\"text-decoration:none\"\u003e2.7 billion visits\u003c/a\u003e in December 2023.)\u003c/p\u003e\u003cp\u003eThe \u003ca href=\"https://www.webfx.com/amazon/learn/amazon-advertising-cost/\" style=\"text-decoration:none\"\u003eaverage CPC\u003c/a\u003e for Amazon ads is $0.81. \u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/amazon-ppc-complete-beginners-guide/\" style=\"text-decoration:none\"\u003e\u003cem\u003eWhat Is Amazon PPC?: A Complete Beginners Guide to Optimization\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003cp\u003eAd types include:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSponsored products\u003c/strong\u003e: Promote individual product listings directly in search results\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSponsored brands\u003c/strong\u003e: Boost brand visibility through customizable ads at the top of search results\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSponsored display ads\u003c/strong\u003e: Target and re-target shoppers on and off Amazon based on their browsing and buying behavior\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAmazon Demand Side Platform (DSP)\u003c/strong\u003e: Reach audiences with programmatic ads both on Amazon's platform and across the web\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eCheck out this sponsored product ad for a writing tablet:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A sponsored product ad for a writing tablet on Amazon\" data-original=\"https://static.semrush.com/blog/uploads/media/99/4d/994d5adcd0623894aa911946089f147c/4c8b1ff7eb114b48bb05bc14839119c0/original.jpeg\" height=\"868\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/99/4d/994d5adcd0623894aa911946089f147c/4c8b1ff7eb114b48bb05bc14839119c0/rt_VJPxbNNSSLyyddcVbIWvETRLNXWpyt5Tf516-xOyFZGouECVq2orq4xZYqWaLOOzH-nNeg1r89j6dpjY3xAS6FEHdd-S885rEe7GxaZohIAykL0BXGYVMJaQKgaycs8-rMuauQEGxa7eLhsi8I0A.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003e11. Bing Ads\u003c/h3\u003e\u003cp\u003eMicrosoft Advertising, formerly Bing Ads, is an effective alternative to Google Ads. \u003c/p\u003e\u003cp\u003eThe Bing search engine and its partner networks (other websites and platforms that show Bing ads) complement Google Ads by tapping into a different audience segment—often with less competition and potentially lower costs. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Search ads on Microsoft Bing\" data-original=\"https://static.semrush.com/blog/uploads/media/fb/38/fb38071cef3769400fdfef0161fa4b2f/0bf1803990fdffc33e724ac0e5e4d760/original.jpeg\" height=\"948\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fb/38/fb38071cef3769400fdfef0161fa4b2f/0bf1803990fdffc33e724ac0e5e4d760/Ml-fVMygXExfmbeU-1QeDPGQIZ26m_mGA6XvXeQPuP-B1AnWd48d1eux7WDx4IMIOJE5zBHd93K4DHCQUQK1GZa8vvnS4rnI-KATOVHi-2nXPTQquh7o_ghEmil5mSwuR2p1QmRwzDJdia2tRtdl8iM.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIt’s an appealing option for advertisers seeking broader reach without a significant budget increase.\u003c/p\u003e\u003cp\u003eThe \u003ca href=\"https://www.wordstream.com/blog/ws/2017/11/06/bing-ads-performance-benchmarks\" style=\"text-decoration:none\"\u003eaverage CPC on Bing\u003c/a\u003e across all industries is $1.54.\u003c/p\u003e\u003cp\u003eBing ad formats include:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eText ads\u003c/strong\u003e: Appear in search results and contain a headline, display URL, and description text\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eShopping ads\u003c/strong\u003e: Ideal for ecommerce businesses, showcasing products directly in search results\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eVideo ads\u003c/strong\u003e: Can appear on Bing's partner networks\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eResponsive ads\u003c/strong\u003e: Automatically optimizes ad combinations of up to 15 headlines and four descriptions you provide. To present the most effective combination for your target audience.\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003e12. Apple Search Ads\u003c/h3\u003e\u003cp\u003eApple Search Ads can help you improve your app’s discoverability, given the vast number of apps available in the App Store (\u003ca href=\"https://www.bankmycell.com/blog/number-of-apps-on-apple-app-store/\" style=\"text-decoration:none\"\u003eover 1.83 million\u003c/a\u003e).\u003c/p\u003e\u003cp\u003eAds can appear in different formats depending on the user’s device and search query. They always have a blue background and an ad disclosure icon.\u003c/p\u003e\u003cp\u003eHere’s the app ad we got when we searched for \"vacation planner:\"\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='An app ad in App Store appearing for \"vacation planner\" search' data-original=\"https://static.semrush.com/blog/uploads/media/3d/af/3daf706cb6b4ae8146f8d0e6262a162b/d07e80cd252ed389645d6986e2c4a302/original.jpeg\" height=\"984\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3d/af/3daf706cb6b4ae8146f8d0e6262a162b/d07e80cd252ed389645d6986e2c4a302/KVz3vnRLa4wK-MpZMSjziyynYwKEH3M1pERZ2ED5Sy7HGSSlCSXoZNUXv_u4i9afO1kyp4i6OaF6wYlSOi7I_dCfxwWkr0aVsK7M1Qn2JmE3nUXQ9_HR110B5Q6u1J9ivSlkpo372AoF0MP5XhfTJuE.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp class=\"note\"\u003eImage Source: \u003ca href=\"https://searchads.apple.com/\" style=\"text-decoration:none\"\u003eApple\u003c/a\u003e\u003c/p\u003e\u003cp\u003eApple Search Ads automatically generates your ad based on the existing metadata, video, and imagery in your App Store listing.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eApple claims that more than 650 million people discover and download apps weekly in Search Ads.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eHere are some unique features of Apple Search Ads:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDirect targeting \u0026amp; high intent\u003c/strong\u003e: Target users actively searching for apps, capturing their high intent. And significantly increasing the chances of app downloads with prominent visibility in search results.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCustomizable campaigns\u003c/strong\u003e: Offer precise targeting options through keywords and audience segmentation (demographics, location, user behavior). Along with creative sets (screenshots, app previews) for optimized ad presentation.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePerformance tracking \u0026amp; optimization\u003c/strong\u003e: Detailed analytics for monitoring ad performance (impressions, taps, conversion rates)—essential for campaign adjustments and optimization\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCost-effectiveness\u003c/strong\u003e: A cost-per-tap (CPT) model ensures you only pay for user engagement. Plus, you can set daily and total campaign budgets for financial control.\u003c/li\u003e\u003c/ul\u003e\u003ch2\u003eChoosing the Right Advertising Platform for Your Business\u003c/h2\u003e\u003cp\u003eRun your ads on platforms where your target audience spends its time and engages most actively. \u003c/p\u003e\u003cp\u003eEnsure they complement your marketing objectives, such as increasing brand awareness, driving sales, or fostering customer loyalty. \u003c/p\u003e\u003cp\u003eUltimately, your ad platform choice has to make financial sense.\u003c/p\u003e\u003cp\u003eApply the following four key criteria to determine the best ad platforms for your needs. \u003c/p\u003e\u003ch3\u003eTarget Audience and Demographics\u003c/h3\u003e\u003cp\u003eUnderstanding your target audience and its demographics helps you focus your advertising strategy on where it will be most effective to maximize engagement and ROI.\u003c/p\u003e\u003cp\u003eGain insights into your potential customers’ behaviors, preferences, and online habits (like where they spend the most time online). Then:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eSelect platforms where those who most likely are interested in your products or services can see them\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSpend your budget on platforms where your target audience is active to improve campaign efficiency\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eTailor your ads to a specific audience’s interests and behaviors to optimize engagement and conversion\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eSemrush’s \u003ca href=\"https://www.semrush.com/analytics/one2target/\" style=\"text-decoration:none\"\u003eOne2Target\u003c/a\u003e tool provides the comprehensive audience insights needed to help you choose the right ad platform.\u003c/p\u003e\u003cp\u003eClick “\u003cstrong\u003eOne2Target\u003c/strong\u003e” under “\u003cstrong\u003e.Trends\u003c/strong\u003e” in the left-hand navigation bar. Select your target location, enter up to five competitors’ domains in the input box, and click “\u003cstrong\u003eAnalyze\u003c/strong\u003e.” \u003c/p\u003e\u003cp\u003eYou can also click the “\u003cstrong\u003eCreate List\u003c/strong\u003e” tab to learn about the audiences of up to 100 domains.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Search bar in One2Target tool\" data-original=\"https://static.semrush.com/blog/uploads/media/c5/af/c5af9392653d8b69a7e6ab713e7dbf5a/9830d9ed0e28fc30a8983226aa38e8df/original.png\" height=\"1208\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c5/af/c5af9392653d8b69a7e6ab713e7dbf5a/9830d9ed0e28fc30a8983226aa38e8df/Ids4k7OUgp_s803W7VpD3NzuW5Ajk-MW5qIgee4DzWcdLa4yAKQJf_9F072zpyw1BVpqH81c3iC1P1Fc8frCx95V1soZ9WrKEbgX6sTLzVIL0cx34SfwSRjwgYj-wMhMyLzGjgmXuVsjcVD74PXXmmQ.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYour report will look something like this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A section of the Demographics report in One2Target tool, showing audience's age and sex summaries\" data-original=\"https://static.semrush.com/blog/uploads/media/f1/fc/f1fc0311cfda46a3db0915d06e21e79e/0562bc24af9ef9979fe613878afb799f/original.jpeg\" height=\"1064\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f1/fc/f1fc0311cfda46a3db0915d06e21e79e/0562bc24af9ef9979fe613878afb799f/_x7d3A30W2m6w4IEW5mwngYCJElGdAvFGld5FcYqb7heBy-S5MZOsPH8RHr35cTgxNaFrPsoFsCPY50xH3tv7haKvIGH19wH3gff5CGmNb238cXudbX-kxT8dhA76PUxUZf8kUoclpfZqvBOpbByRls.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd covers various audience factors, including:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDemographics\u003c/strong\u003e: Age, sex, and location\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSocioeconomics\u003c/strong\u003e: Education levels, employment status, and household sizes \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBehavior\u003c/strong\u003e: Interests like social media usage and device preferences\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAudience overlap\u003c/strong\u003e: To what extent competing websites share visitors\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eHere are some actionable tips to use the tool data effectively:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBreak down your audience \u003c/strong\u003einto smaller, more specific groups to tailor your advertising messages more effectively. For example, If you're selling sports equipment, tailor your ads to fitness blogs or outdoor gear reviews, and use social channels your target audience prefers.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eRun small-scale tests\u003c/strong\u003e with short, identical ads on platforms like Instagram, Twitter, and Facebook for a week. Track which platform drives more visits to your website or has higher engagement such as likes, shares, comments. Adjust your strategy to focus more resources (like ad spend and formats that fit the platform best) there\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eMonitor the latest platform trends and demographic shifts\u003c/strong\u003e to keep your digital marketing strategies relevant. Say you notice a surge in Instagram's popularity among 18-to-24-year-olds. Use this insight to create Instagram-specific content to reach this audience.\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eBudget and Cost-Effectiveness\u003c/h3\u003e\u003cp\u003eAssess different platforms’ cost-effectiveness to maximize reach and engagement without overspending.\u003c/p\u003e\u003cp\u003eStart by defining your advertising objectives to determine the critical metrics for your business goals.\u003c/p\u003e\u003cp\u003eExamples of ad metrics include:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/blog/cost-per-click/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eCost per click (CPC)\u003c/strong\u003e\u003c/a\u003e: The price you pay each time someone clicks on your ad\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCost per acquisition (CPA)\u003c/strong\u003e: The cost of acquiring a customer who takes a specific action, such as making a purchase\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eReturn on ad spend (ROAS\u003c/strong\u003e): The revenue earned per dollar you spend on advertising\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eChoose digital advertising platforms with metrics that align with your goals and target audience. Then, estimate the potential ROI for each platform.\u003c/p\u003e\u003cp\u003eFor example, your ROI is positive if a platform's average CPC is $1 and you can convert one in every 100 clicks into a $150 sale. \u003c/p\u003e\u003cp\u003eFollow these best practices to continue assessing platform cost-effectiveness:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eUnderstand whether a platform’s \u003cstrong\u003euser demographic\u003c/strong\u003e aligns with your target audience. A platform with a higher price might still be more cost-effective if it reaches a more relevant or engaged audience for your product.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSet \u003cstrong\u003esmall budgets on a few platforms\u003c/strong\u003e to test their effectiveness. Monitor metrics such as \u003ca href=\"https://www.semrush.com/blog/click-through-rate/\" style=\"text-decoration:none\"\u003eclick-through rates\u003c/a\u003e (CTR), conversion rates, and overall engagement. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse \u003cstrong\u003eanalytics software\u003c/strong\u003e to understand campaign performance across different platforms. And make better data-driven decisions about where to spend your budget.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eIf you pick Google Ads as your platform, Semrush’s \u003ca href=\"https://www.semrush.com/analytics/adwords/positions\" style=\"text-decoration:none\"\u003eAdvertising Research\u003c/a\u003e can support your campaigns by analyzing your paid search competitors. \u003c/p\u003e\u003cp\u003eYou’ll get valuable data including the keywords competing domains bid for, plus estimated monthly costs for the ads that rank on SERPs.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/adwords/positions\" show_input=\"false\" header=\"Analyze Competitors’ Ads\" text=\"with the Advertising Research Tool\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003cp\u003eClick on “\u003cstrong\u003eAdvertising Research\u003c/strong\u003e” from the “\u003cstrong\u003eAdvertising\u003c/strong\u003e” drop-down to open the tool. Enter your competitor’s domain, select the target location, and hit the “\u003cstrong\u003eSearch\u003c/strong\u003e” button.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='\"amazon.com\" entered into the Advertising Research search bar' data-original=\"https://static.semrush.com/blog/uploads/media/34/fa/34fa7d49358166595afa4e64852aba5a/8f7dfa4b10cb7c3b977623dfe5ed229e/original.png\" height=\"648\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/34/fa/34fa7d49358166595afa4e64852aba5a/8f7dfa4b10cb7c3b977623dfe5ed229e/VAQGt1A9HiwjLD9aWnpmoe4tILtw4eUiUgvFsr6WuJlgRwW3QY5BQkYMDwj-Lmdtz33RddJwpCPB3k2E2mAgpJ2YdThjDZTcBAvt991vdukq8PGkap-ZTde9oeF1-URfGFESG-wYodwWtkT3w6Fam4E.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll see a report showing a detailed analysis of your competitor’s advertising history in Google Ads.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A report showing analysis of competitor’s advertising history in Google Ads\" data-original=\"https://static.semrush.com/blog/uploads/media/ad/d7/add70e4b5ef8724971a7f6b369dd3f95/01261b168572335e601298035f76ccde/original.png\" height=\"1005\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ad/d7/add70e4b5ef8724971a7f6b369dd3f95/01261b168572335e601298035f76ccde/YRs2LTRzmcx3xn36yDWDMxnDjSQ6IOO-qMsjlfFp_D8y2se-3CSew1MozOXqPtQYylIcqbzuADGIStsX4qgbM13QCBWEPpkBVeJeFUw97TXFgLtq6btn9LSa9INeEppsLbdNem7EONZ2WLBt4vOopoc.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe “\u003cstrong\u003ePositions\u003c/strong\u003e” tab shows the keywords your competitor gets traffic for, how much traffic, and the estimated cost to rank for those keywords in Google Ads.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Keywords, traffic, and traffic cost metrics shown in Advertising Research tool\" data-original=\"https://static.semrush.com/blog/uploads/media/6d/e4/6de4c56d9f66deb0af0b0bcf7acb67b6/98267f57c2868c0fe71a56cc5f099173/original.png\" height=\"908\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/6d/e4/6de4c56d9f66deb0af0b0bcf7acb67b6/98267f57c2868c0fe71a56cc5f099173/W3IqUhRojwtV3tMQsQr4r_v7ix6iHP_AwCE3B4s0qcGkjoneDTT_qN1u2juUYdb6z29rxgh0-JirHB86yva35SIoXGHbyy3Wasf4lChzNSK8OXQt1vwWai0oG3ccdQGA5grdFtvg70A2KjYFD_7ku00.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eScroll down to view the “Paid Search Positions” and the keywords, their volume, and respective CPC.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"“Paid Search Positions” table with keywords, volume, and CPC columns highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/65/44/654441af34d086599b7cc4c862825b3b/24610829946e65248f14cd2ed9845192/original.jpeg\" height=\"1161\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/65/44/654441af34d086599b7cc4c862825b3b/24610829946e65248f14cd2ed9845192/GOyYYquOaYMJTF0ralTS15KCsr8UUen74Pi1wKHke_pXgF5V1GOE1L-sSFtyfLfNWerQG_3cgLdNBqi_oyI9MWQIcYxtB9V1iCRaKR4S_4aL_Kkb6m0TiVwmjAxZi4RWvZTqZ4S9xAI08Vh9RPNATlg.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eApply the tool insights to your ad campaign strategy. For instance:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eUse cost data to plan your advertising budget more effectively and allocate enough funds to compete for desired keywords without overspending\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIdentify keywords with higher volume and lower cost for more affordable campaign opportunities\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdjust your current campaigns by tailoring your ad and landing page copy to match \u003ca href=\"https://www.semrush.com/blog/search-intent/\" style=\"text-decoration:none\"\u003esearch intent \u003c/a\u003e(the motivation behind a user’s search term) more effectively. Helping you to improve conversion rates and ROAS.\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eAd Format and Content\u003c/h3\u003e\u003cp\u003ePlatforms that support ad formats best suited to your message increase your chances of captivating and resonating with potential customers.\u003c/p\u003e\u003cp\u003eSo, base your choice on your preferred content delivery types—whether video, image, text, or interactive formats. \u003c/p\u003e\u003cp\u003eHere’s how:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eResearch which types of content your target audience prefers and interact with. Then, choose the platforms that excel in the ad formats relevant to your content strategy (e.g., video ads on YouTube, image ads on Instagram).\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eTest various ad formats on your selected platforms to see which ones yield the best engagement and conversion rates\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse analytics tools to track performance and tweak your strategy accordingly\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eRegardless of the chosen format, ensure your ads include attractive visuals and clear calls-to-action (CTAs) to maximize impact\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eUse \u003ca href=\"https://www.semrush.com/analytics/adwords/positions\" style=\"text-decoration:none\"\u003eAdvertising Research\u003c/a\u003e to assess how to outperform your closest competitors’ ad copy in Google’s paid search results. View their headlines and CTAs, and the landing pages where they direct traffic.\u003c/p\u003e\u003cp\u003eClick the tool’s “\u003cstrong\u003eAds Copies\u003c/strong\u003e” tab.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"“Ads Copies” tab in Advertising Research tool\" data-original=\"https://static.semrush.com/blog/uploads/media/80/ab/80aba1610ecfc1388af32f31ce46af47/cec61f027e6396b8c1a8b2fbe926bed3/original.jpeg\" height=\"1357\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/80/ab/80aba1610ecfc1388af32f31ce46af47/cec61f027e6396b8c1a8b2fbe926bed3/Txlv29-477CdU1dMlZaBaf9ikFMeYj1sPKirGrTdUR98gzbf6JJrRUsqyTtsT_rjc_h9-t-KHwIONqgPCyDC4q0t_oByE8Tk4_0vFqPCNxeXzpNw9NXiZ590bTbYDBw4BVQx8gLQjwWjJSa9K5TzCk8.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe report shows unique ad copy that the domain ranked for in Google's paid search results. And for how many keywords.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"“Ads Copies” report for amazon.com shows unique ad copy that the domain ranked for in Google's paid search results\" data-original=\"https://static.semrush.com/blog/uploads/media/ee/b6/eeb66905ec25e8a77026930bbe18c693/f7456c889312ce8c592bf91a45a638e1/original.jpeg\" height=\"1081\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ee/b6/eeb66905ec25e8a77026930bbe18c693/f7456c889312ce8c592bf91a45a638e1/sclAoekO5_hhqd_K8T4fjVHGmXIZf3XKjiN4ytueCAwMRkNgn68cwnwuOp6OyCGA3i8vORXBKxPCgFA7t5WjR7Z7lHQrj_0DrzKauvXh3dwN8pOthBoZKSBE0QyO7CWkNIkkoAxUMlbFF6_E4DHeoQQ.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick on the “\u003cstrong\u003eKeywords\u003c/strong\u003e” dropdown menu under each ad to view which keywords triggered the ad’s SERP appearance. Complete with each keyword’s search volume, CPC, and competition level.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A table showing keywords that triggered the ad’s SERP appearance for a given ad\" data-original=\"https://static.semrush.com/blog/uploads/media/f5/32/f532176b7f4e2d9848729ff7003e0cf1/855614e3fc99ec2cf353b5bb0c6c5927/original.jpeg\" height=\"1320\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f5/32/f532176b7f4e2d9848729ff7003e0cf1/855614e3fc99ec2cf353b5bb0c6c5927/kd9VvfEvF17hI0rwzPnAvPvTjtt9C6vinW4tq44j76hQP4FHY-KapSGmG0T-8MkDbhA7u7QOAdPe-FXqJwyhCtb2SYZl287OrzDiOD6sKLc_aRo4K_ycU_vMS4bmaTnrBpBzVBTnE_OSzF-8LmYevbw.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eUse this information to:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eAssess successful keyword and ad copy combinations to differentiate your brand and gain a competitive edge in your market. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIdentify new trends or emerging interests within your industry to stay ahead of the curve with timely, relevant ad content.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: Check out our \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/ppc-keyword-research/\" style=\"text-decoration:none\"\u003e\u003cem\u003ePPC Keyword Research\u003c/em\u003e\u003c/a\u003e\u003cem\u003e guide on using \u003c/em\u003e\u003ca href=\"https://www.semrush.com/keyword-tool/\" style=\"text-decoration:none\"\u003e\u003cem\u003ePPC Keyword Tool\u003c/em\u003e\u003c/a\u003e\u003cem\u003e to streamline keyword management.\u003c/em\u003e\u003c/p\u003e\u003ch3\u003ePerformance Tracking and Analytics\u003c/h3\u003e\u003cp\u003eAnalytics provide insights into your business’s \u003ca href=\"https://www.semrush.com/blog/kpi-metrics/\" style=\"text-decoration:none\"\u003ekey performance indicators\u003c/a\u003e (KPIs)—such as CTR, engagement rates, conversion rates, and overall ROI. \u003c/p\u003e\u003cp\u003eAnd helps you tweak your ad campaign parameters and target prospects more effectively for higher ROAS.\u003c/p\u003e\u003cp\u003eFor example, if a particular ad underperforms in CTR, you can adjust its content, audience targeting, or placement to improve its performance.\u003c/p\u003e\u003cp\u003eIf you run an ad campaign without access to analytics, you could miss out on crucial data. Like who engages with your ads, when they're most active, and which ads drive conversions.\u003c/p\u003e\u003cp\u003eLet’s explore how to find an ad platform that meets your performance tracking and analytics needs:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eLook for detailed insights into audience demographics and behavior, real-time campaign performance, and conversion tracking \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eConfirm integration with other tools and platforms you're using, such as Google Analytics or CRM software like \u003ca href=\"https://www.semrush.com/crm/\" style=\"text-decoration:none\"\u003eSemrush CRM\u003c/a\u003e. Which gives you a comprehensive view of your campaign's performance across all channels.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIdentify platforms that not only provide data, but also offer actionable recommendations, or automated optimizations\u003c/li\u003e\u003c/ul\u003e\u003ch2\u003eUse Diverse Advertising Platforms to Broaden Your Reach\u003c/h2\u003e\u003cp\u003eCombining ad touchpoints can extend your brand’s reach and help you capture more market share. \u003c/p\u003e\u003cp\u003eA multi-platform presence reinforces your brand message and encourages deeper engagement through repeated exposure. \u003c/p\u003e\u003cp\u003eFor instance, you could build a campaign where a consumer sees your brand on a Twitter ad in the morning, watches your YouTube video ad in the afternoon, and encounters a retargeting ad on Facebook in the evening. \u003c/p\u003e\u003cp\u003eApply these three tips to maximize your conversion potential through ad diversification:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eUse \u003ca href=\"https://www.semrush.com/blog/retargeting/\" style=\"text-decoration:none\"\u003eretargeting\u003c/a\u003e ads to follow your audience across platforms with tailored messages that guide them through the conversion funnel\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUnderstand the unique strengths of each platform, and the role it can play in your customer's journey. Optimize your content and CTAs accordingly.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse unified tracking tools like \u003ca href=\"https://www.semrush.com/blog/google-analytics/\" style=\"text-decoration:none\"\u003eGoogle Analytics 4 \u003c/a\u003e(GA4) to attribute conversions resulting from your multi-platform campaigns. So you can identify successes and further refine your efforts.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThe Semrush toolkit helps you optimize a multi-platform advertising strategy. \u003c/p\u003e\u003cp\u003eSign up for a free trial to understand your audience's preferences and behavior, gain insights into competitors' advertising tactics, and craft ad content that resonates with your prospective buyers.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/signup/get-free-trial/\" show_input=\"false\" header=\"Elevate Your Digital Advertising Strategy\" text=\"with a Semrush Subscription\" button_text=\"Start Free Trial\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[],"category":{"id":342,"name":"Paid Advertising","slug":"paid-advertising","lang":"en","description":"Paid advertising is a powerful way to promote your business online. Explore our resources and discover effective strategies from advertising experts to maximize your ROI.","metaTitle":"Paid Advertising - Semrush Blog","metaDescription":"Maximize your reach with paid advertising. Discover strategies for driving targeted traffic and boosting ROI.","parent":{"id":24,"name":"Marketing","slug":"marketing","lang":"en","description":"Explore the world of marketing with insights for beginners and experts alike. Uncover effective strategies, cutting-edge tools, and tips from industry leaders to elevate your marketing game and achieve success.","metaTitle":"Marketing - Semrush Blog","metaDescription":"Marketing is the key to business growth and success. 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From SEO basics to keyword research to link building, here is everything you need to know to create an organic search strategy for your website.","productWidget":null,"customProductWidgetId":null,"children":[{"id":338,"name":"General SEO","slug":"general-seo","lang":"en","description":"Whether you’re a beginner or an expert, general SEO can help you improve your website’s ranking and reach. Discover the best practices, tools, and strategies from the leading SEO experts.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":8,"name":"Keyword Research","slug":"keyword-research","lang":"en","description":"Keyword research is essential for understanding what your audience is searching for online. Learn the basics, find the best tools, and master strategies from experts to improve your website‘s search engine ranking and visibility.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[]},{"id":153,"name":"On-page SEO","slug":"on-page-seo","lang":"en","description":"On-page SEO is the key to making your web pages more relevant and user-friendly for both users and search engines. Learn how to apply the latest techniques, tools, and best practices from the top on-page SEO experts.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[]},{"id":7,"name":"Link Building","slug":"link-building","lang":"en","description":"Link building is one of the most effective SEO strategies to boost your website’s performance. Check out these resources and learn how to build high-quality links from the best link-building experts.","productWidget":"backlinksAnalytics","customProductWidgetId":1,"children":[]},{"id":6,"name":"Local SEO","slug":"local-seo","lang":"en","description":"Local SEO is essential for businesses targeting specific areas. Dive into expert tips, tools, and best practices to boost your local online presence and connect effectively with your community.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":5,"name":"Technical SEO","slug":"technical-seo","lang":"en","description":"Technical SEO is key to helping search engines find, crawl, and index the pages on your site. 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