Is Google Adwords the Only PPC Platform Worth Using?

Google Adwords is by far the most popular PPC (pay-per-click) advertising platform, but does that mean that there aren’t others worth using? Let’s take an objective look at the different platforms available and see if we can build a solid case for the underdogs.

What are the alternatives?

As it turns out, there are actually hundreds of different options out there for the hipster unconventional pay-per-click advertiser. There simply isn’t the time or the available word count to discuss all of them, but here are some of the platforms we will be focussing on for the purposes of this blog:

  • Bing Ads
  • Yahoo Gemini
  • Ad Roll
  • Amazon
  • BuySellAds

Each of these has their own unique qualities and will provide varying levels of relevance to your business. For example, if you’re an e-commerce merchant I suspect you’ll find Amazon extremely useful, but if you’re not, you’ll find it about as useful as a chocolate kettle.

The case for the Underdogs

It is an undeniable fact that these lesser-known platforms have some notable advantages over the limelight hogger that is Google Adwords. Here are the top 3 reasons to consider using the alternatives:

  • It’s cheaper. The average CPC (cost per click) of Yahoo/Bing is 42 percent less than Google. Despite this, Yahoo/Bing ads still enjoy good conversion rates. This can ultimately translate to a greater return on investment.
  • Less competition. Due to the fact that everyone is advertising on Google, there is far less competition; it’s significantly easier to dominate these alternative platforms than it is Google.
  • Higher CTR. Generally speaking, you can expect your ads to get a higher CTR (click-through-rate) from non-Google platforms.


Of course, there are reasons as to why the underdogs tend to be cheaper, less competitive and provide higher CTR’s. Second only to Google is Bing, and Bing commands just 8% of the search market. This isn’t a reason not to give Bing and the others a try though. Put it this way, people either use Google or Bing, nobody “comparison shops” their search results across both. So, even though Bing can only boast a measly 8% search market share, that’s 8% you’re not reaching through Adwords, so it’s worth a shot, right?

However, Google is still the most important paid search marketing platform and this isn’t going to change anytime soon. Personally, I recommend using Google Adwords, especially if you’re just starting out. Then, once you become more experienced with building campaigns, start taking a look elsewhere to supplement Google Adwords. There is no harm in trying other platforms, so go ahead and see if they work for you!

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