No business in their sane mind would want to spend their budget mindlessly. Yet, that’s precisely what you’re doing when you pour money into paid ads without knowing the right paid advertising platform for your business.

With so many platforms available, it’s easy to make a wrong choice. Plus, each platform comes with unique features and targeting options, making it even more difficult to determine the right ad platform.

If you want your paid ads strategy in 2023 to pay off, start by getting a fair idea of how each paid advertising platform works and which are the best picks for your business. As the best PPC agency in Dubai, let us break it down for you.

Stay tuned as we dive deep into everything you should know about choosing paid ad platforms – key factors to consider, top paid advertising platforms in 2023, and some of our expert recommendations.

Why Paid Ads are Important in 2023

Paid ads are one of the most potent digital marketing techniques to get your brand out there and the business flowing. Studies show that an average user has clicks or views of US$286.60 worth of paid ads/per year.

With the number of social media users proliferating and the cost of paid ads on social media being reasonable, it is an effective platform. Paid ads increase the brand’s visibility, offer options to target specific audiences, provide measurable results, give you greater control over the placement and frequency of ads, are cost-effective, and provide quick and insightful results. These reasons make paid ads a top slot in your digital marketing strategy for 2023.

Types of Paid Ads

There are several types of online paid ads, each with its unique features and targeting options:

  • Pay-per-click (PPC) ads: Placed on search engine result pages, you pay for each time a user clicks on their ad.
  • Cost-per-impression (CPM) ads: CPM ads are banner or display ads that businesses pay for each time their ad is displayed on a website or app.
  • Social media ads: Social media ads are ads placed on social media platforms such as Facebook, Instagram, and Twitter.
  • Native ads: Native ads appear as sponsored content or recommended content designed to blend in with the content of the website or app.
  • Remarketing ads: These are displayed to users who have previously visited a website or engaged with a business’s online content.
  • Video ads: Video ads are ads that are displayed in the form of a video, either before, during, or after online video content.

Factors to Consider When Choosing an Advertising Platform

The success of any business relies a huge part on its advertising. A sizable amount of the budget is kept aside for advertising costs. It is crucial to invest in the most effective forms of advertisements. Here are some factors you need to consider in which platform is best for you.

Audience Size & Segments

Before creating an ad, one has to know who the audience is. You must create a semi-fictional persona who is an ideal customer. You need to detail every aspect of your ideal customer: age, gender, location, behaviour information, demographic information etc.

When you have such a persona in mind, you can create an ad that identifies the problems and solves them for them. Ad platforms allow you to choose different settings to find your target audience. Using this, you can create an advertisement designed for them, to which they are most likely to respond. This means your advertising is more effective.


The ad can be more effective with the option of targeting the exact kind of user for your business product. Each platform has its way of targeting users. Google and Bing use search queries and keywords. Facebook and Instagram use information like their behaviour, interest and demographics. Platforms like LinkedIn use information regarding their profession, like job title function and skill. Twitter and Quora use information like conversation interests, hashtags they follow etc. with such targeting techniques available, creating ads to focus on a particular demographic is easier.

Ad Objective and Format

The ad you want to do depends upon the ad objective and the type you choose. Your ad objective would be to create awareness of a product, consider your product and finally make the act of purchasing or conversion.

Each platform has a different way of achieving these objectives. For instance, selling a product with an emotional value can use the help of a well-made video that conveys that emotion rather than a text-only ad. Texts, videos, images etc., serve as different ad types. Each platform also has the most effective and least effective types. Make sure you take all of these factors into consideration.

Ad Placement

Another important aspect of your ad is where it is placed. This determines a lot of your outcome and hence is a critical consideration. For example, Google places its ads on AdSense-approved websites, where the ads will be placed automatically. Facebook places ads on its website and Partner apps. However, you don’t have much say in which websites it will be placed. It is placed as the most suitable website chosen by Google’s algorithm. It is decided according to the budget you have.

Budget & Benchmark Costs

Budget is an essential factor to consider when it comes to paid advertising, as it determines how much you can spend on advertising and how many ads you can place. It can determine the size of your campaign, how many ads you can place and how frequently they can be displayed. The right platform will offer you the best bang for your buck. Your budget also decides your targeting options, as some are more expensive than others. : A larger budget will also allow you to test and optimise your ads more frequently, as you will have the resources to run more ads and gather more data. Your ROI is also directly proportional to your budget.

Platforms mostly charge on a Cost Per Click (CPC) and Cost Per Thousand Impressions (CPM) basis. According to the goals of your ad, you can choose either of these and get the most out of your ads.

Top Paid Ad Platforms in 2023

Numerous paid advertising platforms are available, and the best one for your business will depend on your business goals, target audience, budget, and other factors. Finding the right one for your business needs can be tricky. Here are some of the top paid advertising platforms you can choose from.

Google Ads: Google uses a paid-per-click model and is one of the best platforms for this format. The ads appear on the Google search result pages and AdSense-approved websites. Google ads campaign management can be done through Campaign Manager 360. It can be stopped anytime; you only have to pay when someone interacts. It is managed from the

Microsoft Advertising (Formerly Bing Ads): Many older people and people in high-income brackets use Bing instead of Google. You will also find a younger community concerned about security issues using Bing. It also uses a pay-per-click model. You only need to pay when someone clicks. You can work within budgets and keep it under your control.

Facebook Ads: Facebook posts come as banners, sponsored posts etc. There are extensive targeting options that you can use to find the demographic you are looking for. It is cost-effective and useful for local as well as global advertisements. The huge user base it has is also an advantage.

Instagram Ads: Instagram ads can be targeted based on location, demographics, interests, and behaviours and can be created in a variety of formats, including photos, videos, carousels, and stories. You can create IGTV paid ads through the Facebook ads Manager or Instagram’s native ad creation tools to create and run ads on the platform.

LinkedIn Ads: LinkedIn Ads are a form of advertising on the LinkedIn platform. LinkedIn Ads allows businesses to target specific audiences based on location, job title, company size, and more. There are several types of LinkedIn Ads, including Sponsored Content, Sponsored InMail, Display Ads, and Text Ads.

Amazon Ads: Businesses and organisations can use paid ads for advertising their products or services on the Amazon website and other Amazon-owned sites. There are several types of Amazon Ads, including Sponsored Products, Sponsored Brands, and Product Display Ads. It can also be used to remarket products, creating a strong ad platform for businesses.

TikTok Ads: Paid ads on TikTok are used by businesses to reach users on the platform. Advertisers can choose from various ad formats, including in-feed native ads, brand takeovers, and hashtag challenges, to reach their target audience. TikTok offers various targeting options, including location, language, and interests, to help advertisers reach the right people.

Programmatic Advertising: Programmatic advertising is the use of software to automate the buying and placement of online advertising. It allows advertisers to bid for ad space in real-time and target specific audiences based on various factors, such as location, interests, and behaviour.

Our Recommended Ad Platforms

Ads are most effective when placed on the right platform. The table below shows our most recommended ad platforms and effective ad types.

Final Words

Paid ads are one of the most popular strategies for businesses looking for growth and sales online. Smart investment in pay-per-click ads can offer a near-immediate boost to your business while you stay within your budget. However, it all boils down to choosing the right ad platform and having a solid PPC strategy and execution planning. These results are achievable only with the right PPC team.

At Silwatech, we have launched effective pay-per-click ad campaigns for decades, which has earned us the reputation of being the best PPC experts in Dubai, UAE. As the best paid advertising services in the UAE.

We are just the team for you if you’re looking for a reliable paid ads marketing company in Dubai that respects your business, budget, and timelines, we are just the team for you!

Reach out to us today to benefit from the high-performing pay-per-click campaigns.

Frequently Asked Questions

What are paid search ads?

Paid search ads are online ads that appear at the top or bottom of a search engine’s results page when someone searches for a particular keyword or phrase. These ads are purchased through a search engine’s advertising platform, such as Google paid Ads or Bing Ads.

Which platform is best for paid ads?

The best-paid advertising platforms are the most suitable for your business. A business targeting younger crowds would prefer Instagram or TikTok, while a more professional crowd can be targeted at LinkedIn.

How to post paid ads on Facebook?

Facebook paid ads can be posted on the website or its partner apps. To post paid ads on Facebook, you’ll need to create a Facebook Ads account and create a campaign.

How to post paid ads on Instagram?

Instagram ads are posted on the site using a Facebook Ads account. To post paid ads on Instagram, you’ll need to create a Facebook Ads account and create a campaign.

Why should I hire paid advertising services?

Paid ads agencies can give you a professional approach to your ad campaigns. An expert like Silwatech, one of the best Google ads agencies in Dubai, UAE, is a good choice.

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