🔵 Google Ads
Capture High Intent
Pros
- Targets users with high purchase intent via search
- Massive reach across Search, YouTube, and Display Network
- Advanced AI and automation for bidding and optimization
Cons
- Highly competitive, leading to expensive CPCs
- Complex interface can be daunting for beginners
- Less effective for creating new demand (vs. capturing it)
Campaign Types
Search, Performance Max, Display, Shopping, Video (YouTube), App Campaigns.
Bid Strategies
Maximize Clicks, Maximize Conversions, Target CPA, Target ROAS, Enhanced CPC.
Full-Funnel Strategy
Top: Use YouTube & Display for broad awareness.
Middle: Target non-branded search & remarketing lists for consideration.
Bottom: Focus on branded search & Shopping ads to capture conversions.
📘 Meta Ads
Generate New Demand
Pros
- Unparalleled audience targeting based on user data
- Highly visual and engaging ad formats (images, video, carousels)
- Effective for building communities and brand loyalty
Cons
- Audience is in discovery mode, not active search mode
- Ad fatigue is high, requiring frequent creative updates
- Navigating privacy changes (Apple's ATT) can be complex
Campaign Types
Awareness, Traffic, Engagement, Leads, App Promotion, Sales.
Bid Strategies
Lowest Cost (Highest Volume), Cost Cap, Bid Cap, Value Optimization.
Full-Funnel Strategy
Top: Run Video Views & Reach campaigns for broad awareness.
Middle: Use Lead Gen & Traffic campaigns to build consideration.
Bottom: Drive sales with Conversion & Catalog campaigns using retargeting.
🎵 TikTok Ads
Engage with Culture
Pros
- Massive reach with a highly engaged, younger demographic
- High potential for viral content and cultural relevance
- Authentic, creator-style ad formats perform best
Cons
- Audience is primarily entertainment-focused
- Requires constant creative refreshment to avoid ad fatigue
- Attribution and direct-response tracking can be challenging
Campaign Types
Reach, Traffic, Video Views, Lead Generation, Community Interaction, Conversions.
Bid Strategies
Lowest Cost, Cost Cap, Bid Cap.
Full-Funnel Strategy
Top: Use Video Views & Reach for massive brand exposure.
Middle: Build an audience with Community Interaction & Traffic campaigns.
Bottom: Use Conversion campaigns with Spark Ads for direct response.
🏢 Microsoft Ads
Reach a Professional Audience
Pros
- Often lower CPCs and less competition than Google
- Reaches an older, more affluent, and professional demographic
- Unique integration with LinkedIn for profile targeting
Cons
- Significantly lower search volume and reach than Google
- Fewer advanced features and slower pace of innovation
- Smaller overall audience limits scalability
Campaign Types
Search, Audience (Display), Shopping, Dynamic Search Ads.
Bid Strategies
Enhanced CPC, Maximize Clicks, Maximize Conversions, Target CPA, Target ROAS.
Full-Funnel Strategy
Top: Use the Audience Network for B2B brand awareness.
Middle: Target general keywords on search and use LinkedIn profile targeting.
Bottom: Focus on branded search & Shopping for high-intent B2B or older demo conversions.