Advertising On Social Media Costs Uk – Growing your business through online advertising has never been easier. That said, there’s a lot of information to wrap your head around, and for those new to online advertising, it can be a little daunting to say the least.
Each online advertising platform has its own strengths and weaknesses, and there are dozens of ad formats, campaign types, and performance metrics for advertisers to consider. Underneath everything, however, there is always the same burning question:
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Today we’re going to take an in-depth look at advertising costs on three of the biggest online advertising platforms – Google AdWords, Facebook Ads and Instagram.
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We’ll look at the relative costs of advertising on Google, Facebook and Instagram, as well as the strengths and weaknesses of each online advertising platform. Finally, we’ll explore how each platform measures up in terms of performance, and there’ll be plenty of real-world data and research.
The granddaddy of internet advertising, Google Ads isn’t just the world’s largest online advertising platform – it’s an integral part of the internet itself.
You’ve probably heard the joke that Google is an advertising business that happens to own a search engine, but that’s actually not far from the truth. Google gets the lion’s share of its billion-dollar annual revenue from online advertising, which in turn has allowed the company to stay on the cutting edge of search technology.
Before we can answer that, we need to determine which part of Google’s sprawling empire we’re talking about – the search network or the display network.
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The Google Search Network is where pay-per-click (PPC) ads appear, above and below the organic search results for a user’s search query. Because Google serves ads online that are highly relevant to the search query, businesses using Google Ads can drive highly qualified traffic to their website and landing pages. Instead of showing your ads to huge audiences who may or may not be in the market for your products (like you do when you buy billboard space), you can target your ads to people who are specifically looking for the kinds of products or services you offer .
The Google Display Network is where display ads appear. The Display Network covers the vast majority of the indexable web. Although advertisers can include rich media content in many display ad formats (such as animations and videos), most display ads tend to be banner ads.
As its name suggests, PPC ads are priced on a cost-per-click (CPC) basis, meaning that the advertiser is charged a small amount each time someone clicks on an ad.
The cost per click is calculated instantly each time your ad is shown according to a process known as an ad auction. The ad auction is Google’s way of deciding which ads will appear when someone searches for keywords, in which order the ads will be ranked, and how much each online advertiser pays per click.
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Your ad position and cost per click are determined in part by the competitive landscape and in part by your maximum bid (the maximum amount you are willing to pay for each click) and Quality Score (a measure from 1 to 10 for how good your ads are). A higher Quality Score will increase your ad rank while lowering your CPC.
There are many other factors that will affect CPC and other Google Ads costs. For example, CPCs can vary widely from one geographic location to another (even for closely related keywords and search terms) and from one industry to another.
CPCs for finance keywords, for example, are often significantly higher than those in other industries (we’ll see more about that shortly).
Display ads on the Google Display Network (and other networks in general) often have significantly lower click-through rates (CTRs) than PPC ads. In fact, according to Solve Media, you’re more than 475 times more likely to survive a plane crash than to click on a banner ad – a truly depressing statistic.
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However, the CTR of online display ads will increase significantly when combined with smart targeting options such as remarketing and life event targeting. As with search ads, display ads increase your ROI when you can achieve a higher click-through rate.
Now that we’ve broken down the main differences between these two ad types and their typical pricing models, let’s dive into all those juicy facts.
Online advertising costs vary widely not only by platform, but also by advertiser’s industry. With that in mind, let’s take a look at the average cost of a Google Ads ad across 20 industries:
The average CPC in Google Ads across all industries is $2.32 on the Search Network and $0.58 on the Google Display Network.
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As you can see, some of the most expensive keywords on the Google Search Network are in the Legal industry, with an average CPC of $5.88. This is not surprising given how expensive legal services can be and the often large sums of money at stake in high-profile lawsuits. In other common industries, the average cost per click for an ad ranges from 19 cents to $3 to $4 per click. Generally, the more expensive the product or service for sale, the more expensive the ads.
To put this data into context, a customer’s average monthly PPC expense is $9,813. But note that larger businesses often spend much more, adding up to millions in online advertising costs annually.
You can lower the cost per click on your campaigns by increasing your Quality Scores. Quality Score is largely a result of achieving a higher than expected CTR, so increase your CTRs by writing highly relevant ads that hit users on an emotional level so they can’t help but click.
For tips on writing super high CTR ads, check out our study on the factors behind the best performing ads in Google Ads.
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The first is a technique known as dayparting or ad scheduling. This allows you to specify time windows during the day when your ads can appear. For example, a retail business may want to maximize foot traffic to its brick-and-mortar locations, and using the day allows advertisers to limit ads to hours or days when the store is open.
In addition to providing greater control over when ads appear, dayparting can be used to reduce costs, even during “sub-optimal” windows. If you look at the figure below, you’ll see that your average cost per action (CPA) can vary widely depending on the time of day. This offers savvy advertisers an opportunity to cut costs if ad budgets are tight.
CPA per hour of day, both weekday and weekend searches. Notice how weekend CPAs tend to be significantly higher than weekday CPAs.
To continue the real-life example of the retail business from above, the same business hoping to drive traffic to a brick-and-mortar store probably won’t perform very well on ads shown to users who live outside of that business’s service area.
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Geotargeting options that apply to Google Ads. This example shows a physical radius of 20 miles around Boston.
This is what makes geotargeting so powerful. allows advertisers to target the locations that are likely to have the greatest impact. Combined with dayparting, this gives advertisers much more control over where and when their ads can be shown.
Another method you can use to keep your AdWords ad budget under control is device targeting. Again, using our brick-and-mortar store as an example, device targeting allows advertisers to – you guessed it – target specific devices with their ads and bid higher for searches performed on mobile devices.
In the figure above, Enhanced Campaign bid adjustments are used to modify bids based on locations. Advertisers can use bid adjustments on the Devices tab.
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This means that advertisers can bid on higher-cost keywords, such as the highly profitable “near me” searches, as these keywords often have a much stronger commercial purpose and indicate a much higher likelihood that a searcher will continue their search by visiting a nearby store – in our example, the AdWords store ad.
Although some keywords cost more than others, Google Ads offers a great return on investment for advertisers of all sizes. The average cost you can expect to pay will vary depending on your budget and industry, but contrary to popular misconception, paid search marketing isn’t just for huge brands with deep pockets – even small moms can grow cost of their business- effectively with AdWords.
While Google Ads tend to be more expensive than online ads on Bing or Facebook, search intent is hard to beat and these ads are extremely effective at capturing sales right when people are ready to buy, which makes them makes them worth the little extra cost.
As the largest and most widespread social network in the world, Facebook is a real juggernaut in the world of online advertising. It’s not at all unusual for a single business to run multiple online advertising campaigns on both PPC and paid social, and Facebook ads are a great way to diversify your digital strategy and increase leads and sales.
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Essentially, the Facebook Ads pricing model works similarly to Google advertising. Advertisers can set a weekday
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