As a business or marketing expert, you're likely familiar with the powerhouses of digital advertising: Meta and Google. But what happens when you're looking to diversify your advertising strategy? We've done the learning for you, and here are some of the best supplementary channels to consider.
Microsoft Advertising
Microsoft Advertising offers extensive reach, boasting 116 million daily users. It’s particularly effective for generating phone calls, increasing ad engagement, and driving foot traffic. With a variety of ad products, such as ad extensions and Performance Max campaigns, Microsoft Advertising is ideal for targeting older, more affluent audiences. Perhaps as expected, it can replicate the results typically seen on Google, albeit it on a smaller scale, making it a strong contender for phase 2 of your growth journey.
LinkedIn provides access to a vast network of 808 million professionals, making it an ideal platform for B2B advertising. Its diverse ad formats and advanced targeting options are valuable for both middle-of-funnel (MOFU) and bottom-of-funnel (BOFU) strategies. However, the high CPM and CPC can be a deterrent. Therefore, LinkedIn should be used judiciously, ensuring that it aligns with your audience and campaign goals. Best kept for those with a high allowable cost for marketing!
Pinterest has made significant strides in improving its ad offerings, making it ideal for image-centric brands. The platform supports pay-per-engagement and website visit options, complete with robust tracking capabilities. It’s particularly effective for top-of-funnel (TOFU) and MOFU strategies, especially for brands focusing on visual content. Pinterest’s quarterly advertising reach is growing at 6.2%, outpacing Facebook’s 2.2%. With a predominantly female audience, Pinterest excels in promoting wellness, health, wellbeing, and creative design products through a softer sell approach.
Snapchat
Snapchat is perfect for reaching a younger audience, with advertising goals such as website visits, local store visits, and app installs. It can reach 557.1 million people through advertising, making it valuable for TOFU and MOFU strategies targeting a youthful demographic.
TikTok
TikTok, the short-form video platform, has a massive user base that is perfect for engaging younger demographics. It’s effective for TOFU and MOFU strategies, allowing brands to create engaging content for broad exposure. Additionally, TikTok Shop is a brilliant way for new brands to reach new users in a unique format.
YouTube
YouTube offers extensive viewership with sophisticated targeting options. TrueView Ads ensure cost-effectiveness by charging only for engaged views. This makes YouTube effective for TOFU and MOFU strategies through engaging video content. Despite being part of Google’s PMAX activity, YouTube is often overlooked, yet it remains a potent advertising platform.
Taboola
Taboola is the largest native advertising platform. It stands out as a premier content amplification platform. It meets users across premium inventory, using cost-per-click (CPC) formats. Taboola excels in projects that amplify content and reach a broad audience, at a point in their day when they are wanting to consume content and be educated on new topics. This is a fantastic supplement to upper funnel strategies for all brand types.
Measuring Success: The Importance of Attribution and a Holistic Approach
Diversifying your advertising strategy is just the beginning. To truly understand the impact of your efforts, robust attribution and a holistic approach are essential. By tracking and measuring the performance across these platforms, you can gain valuable insights into what works best for your brand.
Explore these alternatives and embrace a multi-faceted approach to paid media. Your next successful campaign might just be waiting beyond Meta and Google.
Comments