Last Updated on 2021-01-24 by ppcguybklyn
Currently, Google Ads and Facebook Ads are the most efficient advertising platforms for operating search and social advertising. But if our company wants to find alternatives beyond these two platforms for additional sources of advertising revenue, what other options do we have? In this article, I will list several advertising platforms that I think are good and can replace Google and Facebook, and discuss their advantages and disadvantages.
Microsoft Advertising (Bing Ads)
When thinking of alternatives to Google Ads, you must definitely mention Microsoft's Bing Ads (now Microsoft Advertising).Although Google controls more than 90% of the search engine market, Bing, as the second-ranked search engine, still has a certain amount of search volume in certain regions. Many industry experts have pointed out that under the condition of operating similar keywords,the CPC of Bing ads will be much lower than that of Google Ads. In other words, if you can maintain the conversion rate of your website on Bing, you have the opportunity to reduce conversion costs very effectively.
Another advantage of Bing Ads is that it supports the function of importing Google Ads advertising campaigns. So if we get successful ads on Google, we want to expand to Bing. It is very easy to import all the content of advertising campaigns. This feature can save a lot of time for people who have a lot of advertising campaigns.
The biggest disadvantage of Bing Ads is that not every industry will have a high search volume on this search engine. Opening an advertising account without conducting in-depth research may not attract any clicks at all, let alone conversions. Therefore, before deciding to use Bing advertising, you must understand the usage habits of your website users through analysis. If Bing can bring good traffic and conversion rates to the website, then you can consider using Bing advertising to increase your revenue.
AdRoll
AdRoll is an advertising platform that focuses on network and precise remarketing, and it is also the largest advertising platform among its peers. The biggest advantage of this platform is the opportunity to allow advertisements to reach online platforms outside the Google network, and to target specific groups for precise placement or remarketing. AdRoll also provides many different analysis functions and automatic tools to make advertising management more convenient. If the advertising account already has good results in the Google network, or the purchasing power of the customers who revisited is high, using AdRoll would be a good choice.
Of course, like most network delivery tools, if you start placing AdRoll ads without analyzing audience characteristics or purchase behavior, you are very likely to get very low click-through rates and lower conversion rates. Only after selecting a highly concentrated audience before designing the advertising content can AdRoll's advertising have the opportunity to have good results.
Amazon Advertising
If in addition to e-commerce platforms, you also have stores on Amazon to list products, then you can consider buying Amazon's own ads. The most basic function of this advertising platform is that you can set keywords to make products appear at the top of Amazon's search results, and also have the opportunity to make product advertisements appear on partner websites other than Amazon. Of course, the functions of Amazon advertising are not limited to these. This platform also provides advertising options to enhance brand awareness, video and audio advertising, and enhance store awareness. If you want to manage Amazon's store carefully, there is a way to manage Amazon's ads carefully to bring good results.
Amazon Ads can be regarded as a substitute for Google Shopping. Of course, this also means that it also has similar shortcomings: if the product category is very competitive or its brand recognition is not high, it will be difficult for the product to stand out from other competitors and the cost of obtaining a conversion can be high. Therefore, before purchasing Amazon ads, you must thoroughly study the competition in the market where your products are located, and the product information of competitors, so that you won’t waste your advertising budget.
Other popular social platforms (Reddit, Twitter, LinkedIn, etc.)
In addition to popular social platforms other than Facebook, most of them also provide advertising functions. So if you want to find an alternative to Facebook Ads, you might as well start from these places. Of course, because the characteristics of each social platform are different, we must carefully consider whether these platforms are suitable for our brand before buying ads.
Reddit focuses on very detailed sub-category of interest classification, so it is very beneficial for accurate delivery. If there is a way to find the audience characteristics that are easiest to convert on our ads, use these characteristics to deliver advertisements to the corresponding Reddit users, thereby increasing more profits.
Twitter is a good way to find more communities and followers to reach, or to increase brand awareness. If you want to expand your community traffic outside of the Facebook fan page, and potential followers have the habit of using Twitter, Twitter ads are a good choice. Of course, because the platform itself focuses on condensed content with short texts, the time users are willing to spend on advertising will not be too long, and it will be a big challenge in designing advertising copy.
LinkedIn is not suitable for general B2C e-commerce or consumer products because it is a platform for professional communication and job search. However, if B2B services and products are looking for cooperation opportunities, you can consider advertising on LinkedIn.
As emphasized above, before deciding to publish an advertisement, you must first study the Internet usage behaviors of existing and potential customers regardless of the platform types. Then analyze whether it is worth spending money on advertising on these platforms in order to ensure the advertising to achieve our goals.
