Most people think Google is the only option when it comes to PPC advertising. While it is smart to use the option that commands 85% share of the search market, it doesn’t mean it’s the only option.
Microsoft is also a viable option through the Bing network. This encompasses not only Bing’s user base but Yahoo’s, AOL’s and Duck Duck Go’s as well. This network will tap into a different user base and could be an excellent addition to your already running Google Ads campaign. Microsoft allows their campaigns to be individualized using more data points which ultimately lowers the CPC as compared to Google.
If you’re a retailer, the Yelp search network could also be a very viable option for your ad dollars. They can drive traffic to individual retail locations pretty effectively with their platform. Adding locations is free if you just want to be on the list which is recommended, but to be at the top of list, requires a paid campaign.
Social media advertising can also be a good addition to any marketing budget. This is a great way for a small business to target a specific audience, as well as keep their current customers up to date on their business. Every business should have a social media presence, even if they don’t plan on running ads with it.
Another option that is sometimes forgotten is the search ads with maps. Waze, for example, is part of the Google network and allows for CPC type ads to run when consumers are searching their platform. If you service customers at your business, this should definitely be a part of your budget.
Obviously, the starting point for any digital ad campaign will be Google, but it would be wise not to put all your ad dollars in one bucket. It’s always good to test other platforms and networks to see if you can reach a different audience. It’s also possible that it could be less expensive to drive those customers to your business or website as well.
If you’re a small business and you’re looking for some help with your digital ad campaigns, Core Operations is also a small business which can help you at a reasonable price. The consultation is free and there are never any setup charges to get started.