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Webinar recording – Choosing a paid advertising platform: a Google, Meta & TikTok ads overview

About the webinar

In this 60-minute webinar, Mo, our Tech Champion for Search Engine Marketing & Search Engine Optimisation, will provide an overview of three paid advertising platforms: Google Ads, Meta Ads and TikTok Ads. Mo will present a top level comparison to help you decide which platform would be most beneficial for you and your organisation.

The webinar will provide an overview of each platform including their advertising style, where they perform well, and guidance on making them profitable.

You will learn:

  • The differences between three paid advertising platforms: Google Ads, Meta Ads and TikTok Ads
  • The advantages and disadvantages of each platform
  • Which paid advertising platform fits your needs best

Resources, links and further information

Choosing a paid advertising platform – presentation slides PDF

Useful resources

Webinar recording – Tips for success with Google Ads – This webinar explains how to build successful Google Ads campaigns and how to measure success.

Google Ads: A Diagnostic Checklist – This is a step-by-step guide to auditing your Google Ads account, helping you enhance and optimise the way you use it.

6 Secrets to Successful Ad Grants Campaigns – This article covers the most important considerations for getting the most from your Google Ad Grants campaigns.

Long-tail vs short-tail keywords. Layering your keywords in order to climb search engine results pages (SERPs) – Learn how to choose the right keywords to improve your online visibility and website ranking.


Mo has answered a few of the questions he didn’t get to during the live webinar. Some of the questions will require a more detailed answer or conversation, so please get in touch to book a 1-2-1 support call if you’re still keen to learn more.

Is Twitter / X just irrelevant now?! Not worth advertising on?

It can still be worth it but I have seen more results with Meta, Google, and TikTok. You could potentially use Twitter/X in the same category as Snapchat and LinkedIn – more for brand awareness rather than sales etc.

How do you track if the ad is successful? Target audiences click the link to your webpage but might not finish the purchase journey?

You could look at setting up analytics through Google Analytics and Facebook Pixel. That way you’ll be able to monitor and retarget such customers. Explore our Knowledge Hub for lots of guidance on Google Analytics and Pixels or get in in touch with our data analytics expert.

What about Reddit ads? Do you have any tips/experience?

It will depend on whether you have a specific reason you want to use Reddit ads. If you don’t have a specific reason or goal, I would say it’s more important to start with the more mainstream platforms. After utilising them well, you could try moving into something more niche like Reddit.

I’ve been approached about Pinterest ads – how would you rate them? Is it worth investing in?

Pinterest can work but it depends on the product or what you’re selling. It is more niche compared to the platforms spoken about in the webinar. As with Reddit, I’d suggest getting to grips with the more mainstream platforms first.

How does it work if multiple organisations put an ad under the same key word? How do they compete to the top? How many do they allow per key word?

This is a great question. Normally Google will decide who to put at the top depending on which ads are more relevant to the keywords and the quality of your ad. Ensure that your headlines, descriptions and landing pages are designed to ensure the user is satisfied at the end of their search query. The best quality ones will win the bids.

Further Support

The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free 1-2-1 support to all arts and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up for our newsletter below and follow us on X (Twitter) @ace_dcn for the latest updates.

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