Top 10 Paid Search Platforms You Should Be Using in 2024/2025

In the fast-paced world of digital marketing, paid search platforms are essential tools for reaching your target audience. These platforms help you place your ads in front of the right people at the right time. As we move through 2024 into 2025, it’s important to know which platforms can give you the best results for your money. Here’s a look at the top 10 paid search platforms you should consider using this year.

Key Takeaways for Paid Search Platforms

• Google Ads is the largest and most popular paid search platform, offering a vast network to reach a broad audience.
• Microsoft Advertising provides a solid alternative to Google, especially for targeting users on Bing.
• Meta Ads, formerly known as Facebook Ads, allows you to reach a highly targeted audience on social media.
• Amazon Ads takes advantage of the massive traffic on Amazon’s website, making it ideal for e-commerce businesses.
• YouTube Ads leverage the power of video content to engage viewers and drive traffic to your site.

Google Ads

Google Ads is a powerhouse in the world of PPC advertising. Leveraging Google’s vast network, you can reach almost any audience. This platform is versatile, offering various ad formats like text, image, video, and app install ads. It’s the go-to choice for many advertisers.

Google Ads can appear in search results, on Google AdSense websites, and on YouTube. You can also run mobile-specific campaigns to target users on smartphones and tablets. This flexibility makes it a favourite among Google ads agencies.

However, the competition is fierce, which can drive up costs. To get the most out of your budget, consider conducting a thorough Google ads audit. This will help you identify areas for improvement and optimise your campaigns.

Google Ads allows you to layer audiences, enabling more precise keyword and demographic targeting. This can significantly boost your growth and provide deeper insights into your customers.

Here are some of the ad formats available on Google Ads:

• Text
• Responsive
• Image
• App promotion
• Video
• Product Shopping
• Showcase Shopping
• Call-only

Each format has its own strengths and is suitable for different campaign types. Whether you’re a small business or a large enterprise, Google Ads offers the tools you need to succeed in digital advertising.

Microsoft Advertising

Paid search platforms: Microsoft Advertising, formerly known as Bing Ads, is a powerful platform that allows you to reach a unique audience. Your ads can appear on the Bing platform, Yahoo, and its Search Partner Network. This makes it a great option for targeting specific demographics, such as people over 50, who are more likely to use Bing for their searches.

One of the standout features of Microsoft Advertising is its variety of ad formats. You can choose from dynamic search ads, image and video ads, app ads, and more. This flexibility allows you to create campaigns that are tailored to your specific needs and goals.

Additionally, Microsoft Advertising offers mobile-specific campaigns. This means you can target users on their smartphones and tablets, ensuring your ads reach people no matter what device they are using.

Key Features

• Dynamic Search Ads: Automatically match your ads to relevant searches.
• Product Ads: Showcase your products with images and prices.
• Microsoft Audience Ads: Reach a broader audience with native ads.
• App Install Ads: Promote your app directly in search results.
• Responsive Search Ads: Create ads that adapt to show more text and relevant messages to your customers.

Why Use Microsoft Advertising?

1. Reach a Unique Audience: Bing users tend to be older and more affluent, providing a different demographic than Google Ads.
2. Flexible Ad Formats: Choose from a variety of ad types to suit your campaign needs.
3. Mobile Targeting: Ensure your ads are seen on all devices, including smartphones and tablets.
4. Cost-Effective: Often, the cost-per-click (CPC) on Microsoft Advertising is lower than on Google Ads, making it a budget-friendly option.

Microsoft Advertising is a versatile and cost-effective platform that can help you reach a unique audience. With its range of ad formats and mobile targeting options, it’s a valuable tool for any marketer looking to expand their reach.

Meta Ads

Paid search platforms: Meta Ads leverage the combined power of Facebook and Instagram, enabling you to reach audiences on both platforms simultaneously. This dual-platform approach offers unmatched audience reach and incredible targeting options. The advanced algorithm largely handles targeting for you using AI, making it easier to connect with your desired audience.

Meta Ads come in various formats, including images, videos, carousels, slideshows, and stories. This variety allows you to choose the best format to engage your audience effectively. However, ad performance can be impacted by the lack of cookie tracking, and ad fatigue means you need to constantly refresh your creatives to stay relevant.

Meta is also an incredible platform for PPC remarketing, allowing you to re-engage users who have previously interacted with your brand.

Industry Suitability

Meta Ads are suitable for a wide range of industries. Whether you’re in retail, entertainment, or services, you can benefit from the extensive reach and precise targeting capabilities of Meta Ads. Industries that rely on visual content and storytelling will find Meta Ads particularly effective.

Paid search platforms: Amazon Ads

Amazon Ads has become a top choice for targeting eCommerce shoppers. With Amazon’s massive reach, you can place ads on the home page, in search results, on product detail pages, Twitch, and even third-party websites and apps.

One of the standout features of Amazon Ads is its ability to reach mobile users effectively. If your goal is to capture the attention of mobile shoppers, Amazon Ads is an excellent option.

Benefits of Using Amazon Ads

• Potential to reach over 200 million active Prime members.
• Target specific audiences based on interests, demographics, and purchase behavior.
• Variety of ad formats, including Sponsored Products, Sponsored Brands, Display Ads, and Video Ads.
• Easier for customers to discover and consider your products when they are most likely to buy.

Ad Formats

Amazon Ads come in several formats, such as product display ads, Sponsored Product Ads, video ads, and more. This variety allows you to choose the best format for your campaign goals.

Pricing

The average CPC for Amazon Ads in the United States is $0.89, according to 2022 data. This competitive pricing makes it an attractive option for many advertisers.

Pro Tip: Since Amazon is a go-to for many shoppers, advertising here means you won’t miss out on potential customers who skip other channels like Google Ads. However, keep in mind that you need to sell your items through Amazon, which has a relaxed return and refund policy.

YouTube Ads

YouTube Ads is a powerful advertising channel that every marketer should consider. With a massive audience, including over 368.7 million 18 to 24-year-olds, the potential reach is enormous. YouTube Ads come in various placement options: in-stream (skippable or non-skippable), in-feed, bumper, outstream, and masthead. These options allow you to tailor your ads to different viewer preferences and behaviours.

YouTube Ads are also mobile-friendly, enabling you to target users on their smartphones or tablets. This is crucial as more people consume video content on mobile devices. You can use different types of YouTube Ads, such as video discovery ads, bumper ads, and overlay ads, which appear on top of YouTube videos.

The average cost per view on YouTube Ads ranges from $0.010 to $0.030, and it generally costs about $2,000 to reach 100,000 viewers. This makes YouTube Ads a cost-effective option for reaching a large audience. YouTube is 100% video-based, and it’s actually cheaper than other platforms because many advertisers don’t have the budget or appetite to create video content for YouTube ads. So there is definitely an opportunity here!

Pinterest Ads

Paid search platforms: Pinterest Ads might not be as popular as other platforms, but they can be a great choice if you’re in the right niche. With around 431 million active users, most of whom are women, Pinterest offers a unique opportunity to reach a specific audience.

Placements

Pinterest Ads allow you to place your ads in organic search results, as related Pins, or as people browse through Pinterest. This flexibility can help you reach users at different stages of their browsing journey.

Mobile

Pinterest Ads are mobile-friendly, making it easy to target people on their smartphones or tablets. Given the increasing use of mobile devices, this is a significant advantage.

Ad Formats

Pinterest offers a variety of ad formats to suit different needs:

• Promoted Pins: Basic ad with a single featured image.
• Promoted Video Pins: Tell a strong story with a visually engaging video format.
• Promoted Carousels: Use up to five images for Pinners to swipe through.
• Promoted App Pins: Make it easy for people to discover and download apps directly from Pinterest.

Targeting Options

You can target Pinterest ads based on:

• Interests
• Keywords
• Audience

Pro Tip: If you’re working with a PPC agency or a London PPC agency, make sure they conduct a thorough PPC audit to optimise your campaigns. This can significantly improve your results.

Whether you’re a PPC management firm, a PPC ad agency, or a PPC eCommerce agency, Pinterest Ads offer a versatile platform for reaching your target audience. Don’t overlook this option in your eCommerce PPC strategy.

Apple Search Ads

Apple Search Ads is a powerful tool for app developers looking to promote their apps directly within the App Store search results. This platform is specifically designed for boosting your Apple app and doesn’t serve other purposes. However, its popularity is evident, with annual ad revenue reaching around $7 billion.

Placements

Apple Search Ads are displayed in the App Store, making it an ideal choice for reaching users actively searching for apps.

Mobile

If your target audience is mobile users, Apple Search Ads is a great option. You can effectively reach users on their mobile devices.

Ad Formats

Apple Search Ads appear as both text and image ads within the App Store, providing a visually appealing way to attract potential users.

Pricing

The average cost per tap (CPT) for Apple Search Ads is $0.84, making it a cost-effective option for app promotion.

Industry Suitability

Who should consider using Apple Search Ads?

✅ Suitable Industries:

• Mobile Games: Developers can attract gamers right when they’re searching for new games.
• Health and Fitness Apps: With the growing demand for health and fitness apps, this is a great opportunity.
• Educational Tools: Apps focused on self-improvement or education, like language learning apps, can benefit greatly.

❌ Unsuitable Industries:

• B2B: The App Store primarily targets B2C consumers.
• Businesses without an app: If you don’t have an app, this platform isn’t for you.

Pro Tip: Apple Search Ads can significantly boost your app’s visibility and downloads, especially if you target the right keywords and audience.

X Ads

X Ads, formerly known as Twitter Ads, is a powerful PPC tool for business owners. The platform offers a variety of ad types to suit different marketing needs. Promoted Ads help you reach a larger audience by promoting your tweets. Follower Ads are designed to increase your follower count, while Twitter Amplify allows you to align your ads with premium video content. Twitter Takeover and Twitter Live are other options that can boost your brand’s visibility.

For a flat rate of $99 per month, Promote Mode is an automated ad bidding option that promotes your tweets to around 30,000 additional people. This can be an effective PPC method for those who want to set it and forget it.

Industry Suitability

X Ads is suitable for various industries:

• Media and Entertainment: Film studios, music labels, and event promoters can succeed.
• Marketers: Personal brands often see success.
• Consumer Brands
• Political Campaigns: The platform is a hotbed for political chatter.
• Non-Profit: Known for covering live events, making it ideal for non-profits.

X Ads offers a unified advertiser verification programme on PPC Geeks blog. Explore lead generation, PPC podcasts, search, shopping, display, social, Google, video, app, remarketing, Facebook Ads, and Google PPC services.

LinkedIn Ads (paid search platforms)

LinkedIn Ads is a powerful tool for reaching professionals and decision-makers. With around 875 million users, it’s an excellent choice for B2B advertising. LinkedIn offers four main ad formats:

• Sponsored Content: Promote your company updates to targeted audiences on desktop, mobile, and tablet.
• Sponsored Messaging: Deliver native ads directly to your target audience’s LinkedIn Messaging.
• Text Ads: Add a compelling headline, description, and a 50×50 image.
• Dynamic Ads: Get personal with your audience by activating ads customised for each member based on LinkedIn profile data.

LinkedIn Ads appear in the home feeds of those you target with your campaigns and can be shown on most mobile devices. The platform provides excellent access to an audience of active professionals and offers options for native ads, such as sponsored content. InMail is another great feature for direct marketing. You can also narrow your targeting across specific verticals like industry, job title, and company size. Lead generation forms make it easy to manage your leads.

LinkedIn Ads is a great way to reach professionals and decision-makers. It’s estimated that the platform has around 875 million users in total, making LinkedIn a great option, especially for B2B online advertising.

Spotify Ads

Spotify Ads offer a unique way to reach millions of users who enjoy music and podcasts on the platform. One of the standout features is its accessibility, with a minimum budget of just $250 to start a campaign. This makes it suitable for both large and small advertisers.

You can place ads in various spots, such as between tracks, during podcasts, or even within a song. The platform supports multiple ad formats, including audio, video, podcast, and custom experiences. This flexibility allows you to tailor your ads to fit your campaign goals.

Spotify’s strong data on users lets you target precisely based on age, gender, and music genre. However, keep in mind that users on premium plans don’t hear ads, which can be a downside since they might be the wealthiest portion of the audience.

Generally, the average price you’ll pay for 1,000 impressions ranges between $10 and $25. This cost-effective pricing, combined with the platform’s extensive reach, makes Spotify Ads a compelling choice for your advertising needs.

With Spotify Ads, you can effectively capture your audience’s attention in a space where they are already engaged and entertained.

Conclusion for psearch platforms

In 2023, the landscape of paid search platforms is more diverse and dynamic than ever. From giants like Google Ads and Microsoft Advertising to specialised options like Pinterest Ads and Spotify Ads, there’s a platform for every need and budget. By understanding the strengths and unique features of each platform, businesses can make informed decisions to optimise their advertising strategies. Whether you’re aiming for broad reach or targeting niche audiences, the right paid search platform can significantly boost your marketing efforts. Stay updated and experiment with different platforms to find the best fit for your goals.

Frequently Asked Questions

What is Google Ads?

Google Ads, formerly known as Google AdWords PPC, is a platform where businesses pay to display ads on Google’s search engine and other Google properties.

How does Microsoft Advertising work?

Microsoft Advertising, previously called Bing Ads, allows businesses to place ads on the Bing search engine and its partner networks.

What are Meta Ads?

Meta Ads, which used to be known as Facebook Ads, are advertisements that appear on Facebook, Instagram, and other Meta-owned platforms.

Can I advertise on Amazon?

Yes, Amazon Ads lets you promote your products directly on Amazon’s website, reaching customers who are ready to buy.

What are YouTube Ads?

YouTube Ads are video advertisements that appear on YouTube, allowing businesses to reach viewers while they watch videos.

How do LinkedIn Ads work?

LinkedIn Ads are targeted advertisements that appear on LinkedIn, helping businesses reach professionals based on their job titles, industries, and more.