Tuesday, 27 January 2015 16:00

Choosing The Right Advertising Network For Your Business

The Most Obvious Choice Might Not Be the Best One

Google Adwords is normally the first name that comes to mind when most people think of Pay-Per-Click advertising or online display networks.

This is more than understandable. Google is the undisputed king of the internet (especially in terms of search volume and users).

Most established small businesses looking to “branch out” into online advertising look to advertise on Google first. However, their “search” usually begins and ends there once they hit their ad budget (and usually doing so very quickly) and are confused as to the next best option.

In terms of reaching the most eyeballs, Google is still #1 by far. There are other very effective display networks other than the Silicon Valley giant out there though. When determining which one is actually the best choice for your business, Google isn’t always the default choice.

Below are some of the pros and cons of the three biggest display networks you can advertise on:

Google Adwords


  • Most popular search engine (by far) accounting for 67% of all online searches
  • Younger, savvier internet users (in general)
  • Biggest content network & more ad extension (for adding business contact details, etc.)
  • More intuitive interface and easier to set up


  • Most expensive (also by far)
  • Less affluent searchers (when compared to Bing / Yahoo)
  • Slightly lower conversion rates (also when compared to Bing / Yahoo)
  • Very unforgiving if your account gets suspended
  • Lower quality scores for sites with affiliate links

Bing / Yahoo Ads


  • The same ad is displayed on both Yahoo and Bing (Microsoft)
  • Less expensive (than Google) and often overlooked by competitors
  • Default search engines on Safari, Internet Explorer and other browsers
  • More of an older, business / professional crowd
  • Better conversion rates (compared to Google)
  • More flexible advertising policies


  • A smaller share of online searches (roughly 20%)
  • Less savvy internet users
  • Slower customer service turnaround
  • Conversion tracking is way behind Google’s

Facebook Ads


  • Most popular social network (over 1.23 billion active users and 757 million daily users)
  • Much more accurate at targeting specific demographics (gender, age, etc.)
  • Can include images/graphics with ads
  • Relatively cheap (when compared to Google)


  • Cannot target search keywords
  • Graphics must contain < 20% text
  • Recently changed policies and raised prices
  • People are resistant to advertising while “socializing”

marketing lead generation

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Erik Rosner

Content Strategist

Erik brings a unique talent for writing to our team, using his creative skills in creating and curating content to encourage user engagement in our client's brands and ours. 

Find me on: Team Page | LinkedIn | Google+


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