It’s no secret Google Ads the platform has long dominated the digital advertising industry.

Google search is one of the best places for brands to get their products or services in front of consumers, and the extensive Ads network makes it much 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 plateau or you just want to diversify and reach a new audience, you have options.

Reasons to expand beyond Google Ads

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

Rising cost-per-click and competition

Google Shopping was free until 2012. Life was good and the traffic went smoothly.

Today, it’s not uncommon for certain industry CPCs to be well over $ 50 per click.

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When your marketing budgets are low, the opportunity to get less traffic can force you to branch out outside of Google Ads.

Maximum impressions

Has your Google Ads Campaign reached its level of performance?

Be sure to check Search impression share data. If your brand is constantly showing up almost 100% of the time, you are leveraging your current market.

Unused Audiences and User Groups

As popular as Google is, it’s not everyone’s default search engine.

There are several platforms to help you get in front of your customers before they even start searching!

Take a look at these top five Google Marketing platform options; they are my personal favorites.

1. Microsoft Ads

There are so many reasons to love Microsoft Ads. With its increased partnerships with companies like LinkedIn, Microsoft will continue to grow its market share.

In fact, over 699 million global individual PC users now use Microsoft.

Some of the main reasons to use Microsoft Ads are:

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  • Historically lower CPCs and competition.
  • Easy to use Google Ads import.
  • LinkedIn Ads integration for advanced audience targeting.

Many of my clients have grown into Microsoft Ads after seeing success on Google. Our customers spend an average of 15-25% of their marketing budget on this channel (and it’s growing).

If your brand is in a competitive industry with a high CPC, testing Microsoft search ads is effortless. Lower CPCs will get more traffic to your brand at an efficient spending level.

If you’re wondering how to manage two platforms instead of one, keep in mind that Microsoft has many of the same features as Google Ads. They have also created an easy-to-use import feature.

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

With this feature, you don’t have to re-create your most effective campaigns from scratch!

Let’s not forget a feature of Microsoft that Google does not: LinkedIn integration.

Microsoft’s partnership with LinkedIn allows companies to layer audience targeting directly from a user’s LinkedIn profile. You can bid up or down based on the following features:

  • Company.
  • Area.
  • Job description.

2. Quora ads

Quora ads is a unique question-and-answer site that allows you to capture users’ search intent. Typically, this platform has worked well for B2B brands, but several B2C brands have been successful in Quora recently.

Not only can Quora bring valuable traffic to your site, but it can also help your company’s brand manager.

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

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Since the introduction of Quora Ads, the platform has expanded its offering to include a variety of ad formats and targeting options.

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

  • Contextual targeting (questions, topics, or keywords).
  • Behavioral targeting (topic, keyword, or question history).
  • Demographics.
  • Customer targeting.

Combine these targeting features with sponsored feed ads or native text ads, and Quora Ads is perfect for a hyper-targeted campaign.

3. Adobe Advertising Cloud

I will be the first to admit that Adobe Advertising Cloud is not for all businesses.

Typically, this platform is ideally suited for corporate businesses or complex brands. If you’re looking for a set of tools that include Search, Display, DSP, Social, and Cross-Channel Marketing, Adobe Advertising Cloud may be for you.

The Adobe Advertising Cloud has many features, including a few of my favorites:

  • Sharing your audience across platforms.
  • Complex offer portfolios based on individual objectives.
  • Combining data across channels.

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The platform is not cheap, so if costs are a concern, it’s best to do your research before signing a contract.

In the past, Adobe charges a percentage of advertising costs for platform fees. With enterprise-level spending, they can grow rapidly.

Bid templates and Adobe features are impressive, but there is a learning curve for setting target weights based on company priorities.

Like Google, Adobe has a whole host of guides, courses, and trainings to help you master the platform.

4. LinkedIn Ads

I briefly mentioned LinkedIn when discussing Microsoft Ads, but I wanted to dedicate an entire portion to this platform.

In B2B, this platform is essential for testing.

Not surprisingly, LinkedIn ads have gained popularity over the years, which means more competition. If you want to test the platform, expect higher CPCs.

We typically recommend a $ 3,000-a-month testing budget so you can measure your full impact and potential.

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Don’t let potentially high CPCs distract you. Many B2B companies find more qualified users on LinkedIn.

What does this mean for the company?

Because of the success of this platform, many companies are willing to pay more for the first interaction targeted features.

Some targeting options you can choose from include, but are not limited to:

  • Job titles (most expensive).
  • Company industry.
  • Job description.
  • Membership skills.
  • Topics / groups.
  • Company size.

In addition, LinkedIn will continue to introduce new ad formats to encourage new and new content that users are accustomed to interacting with. Some of the most popular formats are:

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  • Sponsored News Feed Ads.
    • One picture.
    • Video.
    • Carousel.
  • Message ads (formerly InMail).
  • Chat ads.

5. Quantcast

This last forum may not be well known, but its various features are worth talking about.

If you are about to branch into a new marketing platform, Quantcast has a unique and free tool called Quantcast measure which allows you to learn about audience behavior and insights.

Ultimately, this tool can help you make better and more informed decisions about current targeting on existing platforms.

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The platform also has a real-time paid service programmatic advertising. Targeting options include search for new customers and re-targeting.

If you’re already using the Google Display Network and you’re not happy with the results, Quantcast is another useful option to test because of its advanced targeting features.

Summary

Today, it’s about reaching the right user, at the right time, with the right message.

Because of the importance of context and timing, now is the time to explore other options outside of Google Ads.

Each platform listed here has unique features that will help you achieve your goals.

Diversifying your digital marketing portfolio across multiple platforms will help you create the comprehensive marketing strategy you need to succeed, from cutting-edge traffic and brand awareness to final purchases and leads.

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