Home SEO News The 5 best Google Ads alternatives for diversification and growth

The 5 best Google Ads alternatives for diversification and growth

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It’s not a secret Google Ads Platforms have long dominated the digital advertising industry.

Google search is one of the best places for brands to show their products or services to consumers, and the extensive advertising network makes them more attractive.

But Google Ads is not the only way to attract new customers and re-engage existing customers.

If your performance has reached a steady state, or you just want to diversify and attract new audiences, you have many options.

Reasons to expand outside of Google Ads

Here are the three main reasons why I recommend other platforms:

Rising cost-per-click and competition

Google Shopping It is free until 2012. Life is very good and traffic is smooth.

Nowadays, it’s not uncommon for certain industries to have more than $50 per click.

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As your marketing budget is stretched, the possibility of getting more traffic may force you to branch outside of Google Ads.

Maximize impression share

Has your Google Ads campaign reached a plateau in performance?

Be sure to check your Search impression share metric. If your brand continues to appear almost 100% of the time, then you are exploring the current market.

Unexplored audience and user pool

Although Google is very popular, it is not everyone’s default search engine.

There are plenty of platforms that allow you to show your customers before they start searching!

Check out the five Google Marketing platform alternatives below; they are my personal favorites.

1. Microsoft Advertising

There are many reasons to love Microsoft Advertising. With the increasing cooperation with companies such as LinkedIn, Microsoft continues to gain market share.

In fact, over 699 million The only PC user in the world now uses Microsoft.

Some of the main reasons to use Microsoft Ads include:

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  • Historically low cost-per-click and competition.
  • Easy to use Google Ads import.
  • LinkedIn Ads integration for advanced audience targeting.

Many of my clients have developed into Microsoft Ads after seeing the success of Google. On average, our customers spend 15-25% of their marketing budget on this channel (and it’s still growing).

If your brand is in a highly competitive industry with high cost-per-clicks, testing Microsoft Search Ads is a breeze. A lower cost-per-click will drive more traffic to your brand at an effective spend level.

If you want to know how to manage two platforms instead of one, remember that Microsoft has many of the same features as Google Ads. They also created an easy-to-use import function.

This allows you to control and manage the search campaigns that you want to copy and move to the platform.

With this feature, there is no need to recreate the best-performing campaign from scratch!

Finally, let us not forget the features that Microsoft has but Google does not: LinkedIn integration.

The partnership between Microsoft and LinkedIn enables the company to target audiences hierarchically directly from the user’s LinkedIn profile. You can increase or decrease bids based on the following attributes:

  • the company.
  • industry.
  • job’s duty.

2. Quora Advertising

Knowing Advertising Have a unique question and answer content platform that allows you to capture user search intent. Generally, the platform performs well in B2B brands, but recently more B2C brands have achieved success on Quora.

Quora can not only bring valuable traffic to your website, but also help you enhance your company’s brand authority.

Since users are seeking reliable answers and support from the community, in the long run, appearing as a trusted brand can increase long-term support for your brand.

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Since the launch of Quora Ads, the platform has expanded its products to multiple ad formats and targeting options.

The platform has similar targeting features to Google Display Network and YouTube ads, such as:

  • Contextual targeting (questions, topics, or keywords).
  • Behavior targeting (interests, keywords, or problem history).
  • Demographics.
  • Customer matching.

Combining these targeting features with sponsored ads or native text ads, Quora Ads is perfect for hyper-targeted advertising campaigns.

3. Adob​​e Advertising Cloud

I will first admit that Adobe Advertising Cloud is not for every company.

Generally, the platform is ideal for providing services to corporate companies or complex brands. If you are looking for a set of tools that includes search, display, DSP, social, and cross-channel marketing, Adobe Advertising Cloud may be for you.

Adobe Advertising Cloud has many features, including some of my favorite features:

  • Cross-platform audience sharing.
  • Complex bid portfolio based on personal goals.
  • Unify data across channels.

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The platform is not cheap, so if you are concerned about costs, it is best to research before signing a contract.

Based on past experience, Adobe will charge a certain percentage of advertising costs as platform fees. For enterprise-level expenditures, this can increase rapidly.

Adobe’s bidding model and features are impressive, but setting target weights based on your company’s priorities requires a learning curve.

Like Google, Adobe has a complete set of guides, courses, and training to help you master the platform.

4. LinkedIn Advertising

I briefly mentioned LinkedIn when discussing Microsoft Ads, but I want to use a whole section to introduce this platform.

In B2B, this platform is a must for testing.

Not surprisingly, LinkedIn advertising has become more and more popular over the years, which means more competition. If you want to test the platform, please expect to see higher CPCs.

We generally recommend a testing budget of US$3,000 per month to ensure that you can measure the full impact and potential.

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Don’t let the potentially high cost-per-click deter you. Many B2B companies have found more qualified users on LinkedIn.

What does this mean for companies?

Due to the success of this platform, many companies have found that they are willing to pay more for the initial interaction because Highly targeted capabilities.

Some of the available targeting options include (but are not limited to):

  • Position (most expensive).
  • Company industry.
  • job’s duty.
  • Member skills.
  • Interests/groups.
  • Company Size.

In addition, LinkedIn continues to introduce new advertising formats to encourage users to get used to the fresh content they interact with. Some of the most commonly used formats include:

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  • Sponsor news source advertisements.
    • Single image.
    • video.
    • Carousel.
  • Message advertising (formerly InMail).
  • Dialogue advertising.

5. Quantcast

The last platform may not be well-known, but its diversified functions are worth mentioning.

If you are cautious about expanding to new marketing platforms, Quantcast has a unique and free tool called Quantcast measurement This allows you to understand audience behavior and insights.

Ultimately, this tool can help you make better and more informed decisions about your current positioning on the existing platform.

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The platform also has paid services in the real-time field Programmatic advertising. Targeting options include finding new customers and retargeting.

If you are already using the Google Display Network and are not satisfied with the results, Quantcast is another useful testing option because of its advanced targeting capabilities.

Generalize

Nowadays, everything is to reach the right users with the right information at the right time.

Because of the importance of context and timing, it’s time to explore alternatives to Google Ads.

Each platform listed here has unique characteristics that can help you achieve your goals.

From channel top traffic and brand awareness to final purchases and potential customers, diversifying your digital marketing mix through multiple platforms can help you create the overall marketing strategy you need to succeed.

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