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Channel Benchmarks
0
min Read

How to Choose The Best Ad Platforms For B2B SaaS

Silvio Perez

Don’t want to make a mistake investing in an ad platform that won’t work? 

Regardless of what you hear online, no one can promise you that ( including me). 

But thankfully success leaves clues and we surveyed 60  B2B marketers to find the answer. 

So regardless if you’re a new advertiser, startup founder, or agency owner reading this.

We’ve got you covered, let’s dive in 👇

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TABLE OF CONTENTS:

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Where can you advertise online?

There is no shortage of opportunities where you can advertise online. 

Most channels can be grouped into these five primary categories:

Channel Category Channel Description
Paid Social YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit Advertising on social networks.
Paid Search Google, Microsoft Advertising on search engines.
Paid Review Capterra, SoftwareAdvice, SelectHub Advertising on review listing sites.
Programmatic Display, Digital Audio, ConnectedTV, Native Advertising on the open internet.
Sponsorships Influencers, Newsletters, Events, Podcasts Advertising directly with individuals or organizations.

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This isn’t an exhaustive list of every available ad platform but it  gives you a sense of what’s possible.

Now that you’re aware of the various ad  platforms available, how do you decide which to choose? 

How to decide on the best ad platform?

When considering investing in a new ad platform here’s four key criteria to consider:

Channel Criteria Description
Targeting options Can you reach your ICP based on the available targeting options?
Media cost How much does it cost per click and per 1,000 impressions?
Reach How large is your audience size with your available targeting options?
Policy Does this platform allow your industry to serve ads without restriction?

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With these four criteria in mind let’s go through the qualitative results from our study and what B2B marketers have reported as their best ad platforms.

Which ad platforms are best for B2B lead generation?

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After reviewing the responses from 60 B2B marketers here’s what we found:

  • 52.7% reported Google Ads
  • 38.2% reported LinkedIn Ads
  • 3.6% reported Facebook Ads
  • 1.8% reported Capterra Ads
  • 1.8% reported Instagram Ads
  • 1.8% reported Native Ads
Pie chart showing Google Ads as the best platform for B2B lead generation with 52.7%, followed by LinkedIn Ads at 38.2%.

Which ad platforms are best for B2B awareness?

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After reviewing the responses from 60 B2B marketers here’s what we found:

  • 56.1% reported LinkedIn Ads
  • 12.3% reported Facebook Ads
  • 12.3% reported YouTube Ads
  • 10.5% reported Google Ads
  • 3.5% reported Connected TV
  • 3.5% reported Display Ads
  • 1.8% reported Instagram Ads
Pie chart showing LinkedIn Ads as the best platform for B2B awareness with 56.1%, followed by YouTube and Facebook Ads at 12.3% each.

Which ad platforms are most popular for B2B?

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After reviewing the responses from 60 B2B marketers here’s what we found:

  • 20.2% reported Google Ads
  • 18.8% reported LinkedIn Ads
  • 13.0% reported Facebook Ads
  • 11.2% reported Instagram Ads
  • 9.0% reported YouTube Ads
  • 8.3% reported Microsoft Ads
  • 5.8% reported Capterra Ads
  • 5.& reported Display Ads
  • 2.5% reported Reddit Ads
  • 2.2% reported Native Ads
  • 1.8% reported X (Twitter Ads)
  • 1.1% reported Connected TV
  • 0.4% reported Quora Ads
Pie chart showing Google Ads as the top platform for B2B investment at 20.2%, followed by LinkedIn Ads at 18.8% and Facebook Ads at 13%

Which ad platforms are most B2B marketers planning to invest in?

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After reviewing the responses from 60 B2B marketers here’s what we found:

  • 13.5% reported YouTube Ads
  • 12.1% reported X (Twitter) Ads
  • 10.6% reported Reddit Ads
  • 9.9% reported Connected TV
  • 9.2% reported Audio Ads
  • 7.8% reported Display Ads
  • 7.1% reported Microsoft Ads
  • 7.1% reportedFacebook Ads
  • 7.1% reported Capterra Ads
  • 5.7% reported Instagram Ads
  • 4.3% reported Native Ads
  • 3.5% reported Apple Search Ads
  • 1.4% reported LinkedIn Ads
  • 0.7% reported Tiktok Ads
Pie chart showing YouTube Ads as the top choice for B2B marketers’ future investment at 13.5%, followed by X (Twitter) Ads at 12.1% and Reddit Ads at 10.6%.

Making your final decision on where to advertise

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All in all take these survey results as suggestions to see what other B2B marketers are reporting is working for them and what platforms they’re interested in exploring. 

Ultimately don’t forget the four key criteria when making your decision of where to advertise.

When you finally decide, run a small pilot of $100-$1,000 just to get your baselines.

From here you’ll have a better idea of if this channel will make sense. 

Hope you found this article helpful! 

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Resources for mastering B2B advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion. 

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

We believe every marketer should know how to scale paid ads so they can:

  •  Scale their ideas
  • Level up their careers
  • Make a positive impact

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

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Channel Benchmarks
0
min Read

Insider Benchmarks From $1,041,978 In YouTube Ads Cost Data

Silvio Perez

If you’ve ever asked yourself:

  • How much does YouTube Ads cost?
  • What’s a good view rate for YouTube Ads? 
  • What’s a good CTR for YouTube Ads?

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We analyzed $1,041,978 In YouTube Ads data from 2023-2024 to find the answers. 

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Now It’s important to stress that benchmarks and stats should not be seen as law. 

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Use these benchmarks and stats  as helpful starting point for perspective. 

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But ultimately you should hold yourself accountable to your own results. 

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The data set is comprised of the following sample:

  • Companies with > $10,000 in YouTube spend
  • Historical performance from 2023-2024
  • 100% B2B SaaS organizations 

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For my fellow nerds 🤓 you can review and play with the anonymized data set here <<

YouTube Ads Benchmark table showing cost, CPC, impressions, CPM, views, CPV, view rate, clicks, and CTR

Let’s jump into the insights! 

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TABLE OF CONTENTS

How Much Does YouTube Ads Cost?

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Average Cost Per View (CPV)

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The average cost per view for YouTube in-stream ads is $0.05, ranging from $0.01-$0.19.

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A view is only counted if someone watches at least 30 seconds of your video. 

Bar graph of YouTube Ads Average CPV from B2B SaaS companies showing varying CPV rates

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Average Cost Per Click (CPC)

The average cost per click for YouTube Ads is $3.56, ranging from $0.05 - $10.71.

Bar graph of YouTube Ads Average CPC from b2b saas companies highlighting cost per click data

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Average Cost Per Thousand Impressions (CPM)

The average cost per thousand impressions (CPM) for YouTube Ads is $9, ranging from $1 - $23. 

Bar graph of YouTube Ads Average CPM from b2b saas companies displaying cost per thousand impressions

What’s a Good View Rate for YouTube Ads? 

The average view rate for YouTube in-stream ads is 29.24%, ranging from 3.47% - 51.39%. 

Bar graph of YouTube Ads Average View Rate from b2b saas companies showcasing view percentages

What’s a Good CTR for YouTube Ads?

The average clickthrough rate  for YouTube in-stream ads is 0.51%, ranging from 0.09% - 1.64%. 

Bar graph of YouTube Ads Average CTR from b2b saas companies depicting click-through rates

Additional Resources

If you’re looking to uplevel your paid advertising skill set check out our free on-demand courses and join 1,000+ B2B marketers leveling up their skill sets. 

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If you want to dive deeper into B2B advertising check out some of our other top articles:

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Hope these benchmarks and stats gave you some insight on YouTube Ads. 

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As mentioned at the beginning of this article benchmarks should only be used as a starting point. 

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Your performance and beating your current benchmarks is ultimately all that matters most. 

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Want to level up your B2B advertising skill set?
AdConversion was created to help B2B marketers master advertising with free courses, articles, resources, and templates created by the world best practitioners.
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