Best Alternatives to Google Ads
Google Ads has ruled the roost for years when it comes to paid advertising, and for good reason. They have a wide breadth of ad types, such as search ads, display ads, and shopping ads. Their expansive targeting and audience options also allows advertisers to successfully reach their desired consumer. Let’s not forget that Google Ads also has relatively reliable measuring tools and solid user experience. That being said, like all platforms, Google isn’t without its flaws.
Some advertisers prefer more control over where their ads are showing, who their ads are showing to, how the copy is displayed and even how assets are paired. As Google is growing and branching into more AI driven features, sometimes this control is getting more limited to the advertiser.
But don’t be afraid, because there is a wide range of platforms that advertisers have at their disposal. Some might even be more suited for your business than Google. I always say that every company is different and thus each company’s advertising needs are going to be different. It’s important to assess what is best for your business in order to have the most successful campaign growth.
Today we are going to dive into five other platforms that can boost your reach!
- Facebook/ instagram
- Geofencing
- Bing
- Yelp
1. Facebook and Instagram Ads
Alright, I’m sure it comes as no surprise that this is on the list. If you are in the advertising game at all or even just on social media you know that Facebook and Instagram ads are extremely popular among advertisers and for good reason. Google and Facebook have a lot of similar features. For instance, Facebook allows for remarketing, targeting based on audiences and similar geographical targeting to Google, but what makes it stand out.
For one, pretty obviously, the ads aren’t showing up on the side of a blog article or in a random app, they are showing up alongside organic content in social media feeds. What does this mean for advertisers? Well it’s an entirely different kind of engagement. Users are able to not only click on your site but they can like, comment and share creating opportunities for meaningful interactions with potential customers. Advertisers are granted useful insight into how consumers are feeling about the product or promotion in real time.
We would argue that no platform is better than Meta for the visual appeal of ads. Instagram, in particular, is a highly visual platform, making it ideal for showcasing products and services through eye-catching images and videos. Facebook also supports visual content, ensuring your ads stand out. Luckily with Facebook and instagram you have almost complete control over what your ads look like and how they will appear to consumers.
Facebook and Instagram are an ideal platform for businesses who value community engagement and greater artistic control over their ads.
2. Geofencing
Geofencing ads appear similar to how Google’s Display ads appear, as banner ads and as in app ads. So why would someone look for a geofencing platform over Google Ads?
Choosing a geofencing advertising platform over Google Ads can be a strategic decision for businesses looking to target their audience with precision and relevance. Geofencing has hyper-local targeting by allowing you to draw virtual boundaries around specific physical locations, such as stores, events, or competitors’ locations. This level of granularity ensures your ads are seen by the right people in the right place at the right time.
These Geofencing platforms are also able to easily track foot traffic to your store. For instance if you are a restaurant targeting the office building next door to come in for happy hour, geofencing platforms can see who came from the office to your restaurant’s location. Instead of targeting a whole town or zip code, you can target a singular relevant location and track the success of the foot traffic along with the online metrics. This kind of precision may be key for your business.
3. Bing
The concept of bing ads is not that far off from Google Ads. The two are similar, so why might bing ads be better suited for you. Well it’s pretty common knowledge that google is more widely used then bing. In fact, according to impression digital “Google retains an 83.84% share of the global market” with bing only at 8.88%, but that 8.88% is still 1.1 billion users every month. Those bing users aren’t any less valuable than the google users, and surprise surprise, just like there are more people on google, there are more advertisers on google driving the competition up!
Due to its smaller market share, Bing often has lower competition for keywords and ad placements. This can result in lower advertising costs and a better return on investment (ROI) for some businesses.
Bing also attracts a different user demographic compared to Google. It tends to have a slightly older and more affluent user base, making it a valuable platform for reaching specific customer segments. Now if you are trying to target Gen Z this probably isn’t the platform for you, but if you are selling orthopedic shoes geared towards +55 community bing is worth considering!
4. Yelp
If you are a B2C company, Yelp can be a strong contender for you. There are thousands of businesses on yelp, but remember claiming your business on yelp and having a business page is different from running ads on yelp. When advertising on yelp ads can show in a few places. One of which is pretty standard, at the top of someone’s search results. On Google sometimes the intention of a search is unclear. A consumer could be searching for a product or just simply asking a question. However when people are searching on yelp they are more likely than not looking for a relevant business, thus more active engagement.
Another ad placement is on competitors’ pages! Yes that’s right, you can have your ad appear on a competitor’s profile while a consumer is researching your industry. Having your ad featured on a competitor’s Yelp profile can offer a strategic advantage in the competitive landscape. It provides an opportunity for targeted exposure to an audience actively exploring products or services within your industry. By positioning your ad alongside a competitor’s listing, you engage with potential customers who are already in the decision-making process.
5. LinkedIn
Advertising on a LinkedIn profile can offer distinct advantages over Google Ads, particularly when targeting a professional and business-oriented audience. LinkedIn provides a platform where users showcase their career profiles and interests, making it an ideal space for B2B and professional services marketing. Unlike Google Ads, which primarily relies on keyword targeting, LinkedIn allows precise targeting based on job title, company size, industry, and more. This specificity ensures your ads reach decision-makers and professionals with a genuine interest in your products or services.
Moreover, LinkedIn’s context is professional, making it suitable for industries where trust, credibility, and networking are paramount. In contrast, Google Ads may cast a wider net and include unrelated or less qualified traffic. For businesses looking to connect with a niche B2B audience or establish themselves as industry leaders, LinkedIn advertising often offers a more focused and effective approach.
Wrapping up
In conclusion, Google Ads undoubtedly holds a prominent position in the digital advertising landscape, offering an expansive reach and diverse opportunities for businesses. However, it’s crucial to recognize that no single advertising platform is a one-size-fits-all solution.
Different businesses have unique goals, target audiences, and marketing needs. Facebook, LinkedIn, Yelp, geofencing, and Bing each bring their own strengths to the table, whether it’s precise audience targeting, local focus, professional networking, or competitive edge. Therefore, it is imperative for businesses to assess their specific requirements and objectives carefully. By evaluating the nature of their products or services, their audience’s preferences, and their budget constraints, businesses can strategically choose the advertising platforms that align most closely with their goals, ultimately maximizing their marketing efforts and ROI.
In today’s dynamic digital landscape, flexibility and adaptability in choosing the right platform can make all the difference in achieving advertising success.