Reasons to expand outside of Google Ads
Here are the three main reasons I recommend other platforms:
- Increased cost-per-click (CPC) and competition in Google Ads
- Maximum impression quota
- Undeveloped audiences and user groups
CPC increase and competition
Google Shopping was free until 2012. Life is good and the flow is very smooth. Nowadays, it’s not uncommon for certain industries to have cost-per-clicks well above $50. With a tight marketing budget, the prospect of getting more traffic with less traffic may force you to quit Google Ads.
Maximum impression share
Has your Google Ads campaign reached a plateau in performance? Be sure to check your search impression share metrics. If your brand appears consistently almost 100% of the time, then you are taking advantage of your current market.
Undeveloped audiences and user groups
Although Google is popular, it is not everyone’s default search engine. There are many platforms that allow you to do this. Get in touch with your customers even before they start searching. Check out these top five Google marketing platform alternatives; they are my personal favorite.
1. Microsoft Ads
There are many reasons to like Microsoft Ads. With growing partnerships with companies such as LinkedIn, Microsoft continues to gain market share. In fact, more than 699 million independent PC users worldwide now use Microsoft. Some of the main reasons for using Microsoft Ads include:
- Historically low cost-per-click and competition
- Import using Google Ads
- LinkedIn Ads integration for advanced audience targeting
Many of my clients have turned to Microsoft Ads after seeing success on Google. On average, our clients spend 15% to 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, then trying Microsoft’s search ads is a no-brainer. A lower cost-per-click will allow your brand to get more traffic 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 that allows you to control and manage the search activities you want to copy and move to the platform. You don’t need to recreate your high-performance campaigns from scratch. Finally, let us not forget a feature that Microsoft has but Google does not: LinkedIn integration. The cooperation between Microsoft and LinkedIn enables the company to target audiences directly from users’ LinkedIn profiles. You can increase or decrease bids based on the following attributes:
- Company
- Industry
- Job role
2. Quora Ads
Quora Ads has a unique quiz content platform that allows you to capture the user's search intent. The platform is generally performed well in the B2B brand, but more recently B2C brands on Quora success. Quora can not only bring valuable traffic to your site, but it can also help you enhance the company's brand authority. In the long run, as a trusted brand appears response and community support can increase long-term support for your brand. Since Quora Ads launch, the platform has extended its products to a variety of ad formats and targeting options. Positioning function, such as YouTube and Google Display Network ads, such as:
- Contextual targeting (issue, topic, or keyword)
- Behavioral targeting (interest, keyword, or question in history)
- Demographics
- Customer matching
- Matching the positioning and sponsorship Feed ads, or have the appearance of native text ads Quora ads are ideal for ultra-targeted advertising campaigns
3. Adobe Advertising Cloud
I will first admit that Adobe Advertising Cloud is not suitable for all businesses. Generally, the platform is ideal for providing services to corporate companies or complex brands. If you are looking for a set of tools, including search, display, DSP, social and multi-channel marketing, Adobe Advertising Cloud may be for you. Adobe Advertising Cloud has many features, including some of my favorites:
- Cross-platform audience sharing
- complex bidding portfolio based on personal goals
- Unified data across channels
The platform is not cheap, so if you are concerned about costs, it is best to research the contract before signing the agreement Based on past experience, Adobe will charge a certain percentage of advertising costs as platform fees. For enterprise-level expenditures, it can increase rapidly. Adobe’s bidding model and features are impressive, but setting target weights based on your business 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 Ads
When I talked about Microsoft Ads, I mentioned LinkedIn briefly, 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 usually recommend a trial budget of $3,000/month to ensure that you can measure the full impact and potential. Don’t let the potentially high cost-per-click discourage you. Many B2B companies have found more qualified users on LinkedIn. What does this mean for the business? Greater relevance. More deals are over. Due to the success of the platform, many companies are willing to pay more for the initial interaction because of its highly specific features. Some of the available targeting options include (but are not limited to):
- Job title (most expensive)
- Company industry
- Job role
- Member skills
- Interests/groups
- Company size
In addition, LinkedIn continues to publish new ads. Format to encourage users to get used to new content and fresh content with which they interact. Some of the most commonly used formats include
- Sponsored ads
- Newsfeeds
- Single images
- Videos
- Carousels
- Message ads (formerly known as InMail)
- Chat ads
5. Quantcast
The last platform may not be well known, but its various functions are worth discussing. If you are not sure whether to expand to a new marketing platform, Quantcast has a unique free tool called Quantcast Measure that allows you to understand audience information and behavior. Ultimately, this tool can help you make better and more informed decisions about the current direction on your existing platform. The platform also provides paid services in the field of real-time 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 option because of its advanced targeting features.
Summary
Nowadays, everything is to reach the right users with the right information at the right time. Because of the importance of context and time, it’s time to explore alternatives to Google Ads. Each platform listed here has unique characteristics. Helping you achieve your goals From traffic and brand awareness at the top of the channel to final purchases and potential customers, diversifying your digital marketing mix across multiple platforms can help you develop the comprehensive marketing strategy you need to succeed.
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