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Beyond The Giants: Exploring 10 Alternative Ad Platforms Beyond Google And Facebook

It’s common knowledge that Google and Facebook dominate the paid advertising industry. However, advertisers who have already reached their target audience on these platforms may need to diversify their paid media mix by working with a PPC agency or other paid media providers to achieve further progress. PPC Beast is one such agency that can help you achieve your paid media goals.

This guide was created to assist with the diversification process and help you understand the benefits that working with PPC Beast can bring to your business. But before we delve into the details.

Let’s review some of the benefits of introducing different paid media methods:”

  1. Your most active audiences are likely spending significant time on other platforms. For example, business professionals may engage with business-related ads on LinkedIn, a platform catering to their needs.
  2. By advertising your brand on multiple platforms, including through digital marketing, you increase the likelihood of getting in front of your audience more often. In today’s increasingly complicated online purchase funnel, some customers may need to see your product 10-20 times before they commit to purchasing. Therefore, reaching them across all digital marketing platforms, they use can increase the chances of engagement.”
  3. “Risk mitigation is another potential benefit of hiring a Google Ads specialist. While Google and Facebook are generally stable platforms, there have been instances of brand safety and technical issues. By expanding to other platforms, you can learn more on one platform at times when another platform may not be viable.”



1. The Advertising Platform Offered by Microsoft

Microsoft Advertising, formerly Bing Ads, incorporates the search inventory of two prominent search engines: AOL and Yahoo. Although Google is the preferred choice for many users, it’s worth noting that some users still exclusively use these other search engines and their syndicated search partners. By advertising on Microsoft Advertising, you can reach these valuable users that might otherwise be missed in online marketing.

As of March 2018, Microsoft Advertising held a 34% share of the PC search engine market in the United States, with around 6 billion monthly searches. For a better understanding of the global reach of Microsoft Advertising, refer to the chart below.

What’s particularly significant is that the Bing Network audience includes 60 million desktop searchers that cannot be reached on Google, as reported by Microsoft, citing comScore. Advertising on Microsoft may provide your brand with extra reach, leading to incremental growth.

While Microsoft Advertising generally has a lower Cost Per Click (CPC) than Google Ads, it’s worth noting that this typically comes with lower traffic volume.



2. Quora

According to JD Prater, Ads Evangelist at Quora, the platform offers a distinctive and highly effective advertising opportunity. Quora is designed to reach customers at the crucial stage of evaluating and researching a product or service. Users turn to Quora to ask questions, read insightful answers, and seek reliable information about companies, products, competitors, and industries. Advertisers benefit significantly from this as it presents a valuable opportunity to impact consumers at a crucial stage of the purchase process – the consideration phase.

Quora’s content is organized through questions and answers, with each question tagged with relevant topics such as small businesses or startups. With Quora Ads, advertisers, including PPC agencies, can target the content on Quora through contextual targeting or leverage people-based or behavioral targeting to reach specific individuals based on their behaviors and interests. This comprehensive targeting capability ensures that your ads, as a PPC agency, are seen by the right people at the right time, maximizing your chances of engaging with interested and relevant audiences.

Regarding reach, Quora boasts a global audience of over 300 million monthly unique visitors. With its substantial user base, advertisers have a tremendous opportunity to connect and engage with a vast global audience of potential customers.



3. AdRoll

AdRoll is a highly regarded and popular retargeting platform, reaching audiences across Google, Facebook, Instagram, and more than 500 leading networks and exchanges. AdRoll’s site reports that its customers, on average, receive a 5x return on their ad spend, demonstrating the platform’s effectiveness.

Moreover, AdRoll offers additional products beyond retargeting, including programmatic display prospecting, email retargeting, and AdRoll Video Ads. AdRoll Video Ads are a new addition to the platform and are now available for retargeting and prospecting campaigns in both in-stream and out-stream formats. If you’re looking to maximize your PPC campaigns, you might consider using AdRoll along with the expertise of PPC Beast.



4. Amazon

In 2016, Amazon dominated the U.S. e-commerce market with a 43% share, and it is expected to increase to 50% or more by 2021. Beyond their impressive sales figures, Amazon also possesses a formidable advertising platform, accounting for $3 billion of North America’s advertising market. Experts predict that Amazon’s global market share will reach $20 billion by 2020.

For e-commerce merchants, it’s essential to consider Amazon as a branding opportunity. However, Forbes warns that Amazon may not be the best option for small to medium-sized businesses, so assess its cons before committing. Alternatively, develop strategies to navigate and manage the effects of Amazon’s disruption on your product sales.

If you’re ready to leverage Amazon’s reach, their latest ad products, such as sponsored products, sponsored brands, and multi-page stores, are excellent options. Also, Amazon offers Display, Video, Custom, and ads on the Amazon DSP (demand-side platform).

To sell directly to Amazon customers, you should use Seller Central, whereas Vendor Central is the ideal option for direct sales to Amazon for product distribution. For more information on launching Amazon Ads, consult The Guide To Starting Amazon Ads, written by the Hanapin team.



5. Quantcast

Quantcast is renowned for expansive data sets and audience insights, making it a valuable resource for marketers seeking untapped display audiences. By harnessing Quantcast’s power, businesses can drive traffic to their website and increase revenue.

Quantcast offers a free data and audience insights tool, Quantcast Measure, that helps advertisers, including PPC (pay-per-click) agencies, refine their strategies, understand audience behaviors and personas, and gain insights into competitor audiences. This tool allows advertisers to make data-driven decisions and optimize their campaigns effectively.

Quantcast provides a paid advertising solution that operates in real-time and focuses on prospecting and retargeting to ensure advertisers reach the right audiences at the right time.

Apart from numerous solutions related to advertising, Quantcast also offers consent management platforms called Quantcast Choice and Choice Premium. These platforms help businesses manage user consent and preferences effectively, making them beneficial for brands that need to comply with GDPR regulations.



6. BuySellAds

BuySellAds is one of the largest networks available for efficiently distributing your banner ads online. With a significant client roster that surpasses 4,500 advertisers, BuySellAds offers native, display, email, and sponsored content placements, including pay per click options. This convenient marketplace operates with transparency, ensuring a seamless and straightforward process. Additionally, BuySellAds offers an impressive array of high-quality websites, particularly within the internet and tech niches.



7. Infolinks

Infolinks is a dynamic marketplace that leverages user intent and real-time engagement to deliver targeted advertisements. As the third largest publisher marketplace worldwide, Infolinks operates in 128 countries across the globe. Since its establishment in 2007, Infolinks has continuously evolved its product and ad units, prioritizing real-time engagement to ensure user relevance based on their search activities. What initially started with four ad units has now expanded to offer six types of ad units. Infolinks is also known for its expertise as a PPC agency.

The ad units available on Infolinks include:

  • Inarticle: These are user-initiated expanding ads.
  • Infold: This ad unit combines search and display, appearing above the fold of a webpage.
  • Inframe: Display ads with an edge strategically positioned on the webpage.
  • Intext: Native ads seamlessly integrated within the text of a webpage.
  • Intag: Valuable keywords displayed based on the content of the page.



8. Instagram

Despite being owned by Facebook, Instagram has its distinct audience composition and growth trajectory. Notably, the adoption of Instagram differs among different age groups:

  • A study by the Pew Research Center 2018 revealed that 72% of US teenagers use Instagram, while only 51% use Facebook.
  • Another study by Pew found that Instagram’s adoption by US adults has increased by seven percentage points, from 28% to 35%, since Pew’s research in 2016. In contrast, Facebook adoption remained relatively unchanged during the same period.

Besides these variations, Instagram’s ads predominantly revolve around visual inspiration. Per their website, “Instagram ads display in a remarkable, seamless format at the core of visual inspiration.” Since there is a strong emphasis on visual appeal, it’s important to garner support from your creative team and a PPC agency before initiating an Instagram ad account. This step is vital to ensure success with advertising on the platform.



9. LinkedIn

For B2B companies, LinkedIn should be your first choice when exploring advertising platforms. With its comprehensive business targeting options, LinkedIn allows you to target specific job titles and implement Account-Based Marketing (ABM) strategies focused on specific businesses. Multiple studies and surveys, including LinkedIn Audience 360 and the Salesforce Advertising Index Report 2016, consistently rate LinkedIn as the top B2B lead generation platform as rated by marketers. Additionally, Google Ads Manager is another popular advertising platform that provides various targeting options and allows you to reach a wider audience across Google’s network of websites and apps.

LinkedIn boasts a massive user base of over 610 million professionals, with an impressive 4 out of 5 professionals being involved in driving business decisions.

LinkedIn offers three options regarding ad types: Sponsored Content, Sponsored InMail, and Text Ads. Recently, LinkedIn has expanded its creative range to include video, providing B2B advertisers with a fresh avenue to share their brand story on this highly professional-focused social ads platform.



10. Pinterest

PPC Beast is a digital marketing agency that specializes in helping businesses maximize their advertising efforts on various social media platforms, including Pinterest. One notable aspect of Pinterest is its unique user intent: planning. As highlighted in the Kleiner Perkins 2016 Internet Trends Report, an overwhelming 55% of Pinterest users engage in online shopping activities on the platform. In comparison, Facebook and Instagram, the following highest platforms in that analysis, only saw a 12% engagement rate each. Given this high intent to purchase, it is clear that Pinterest presents a valuable opportunity for businesses to reach potential customers and make sales. Consequently, PPC Beast can help you create effective Pinterest advertising campaigns that tap into this intent and drive results for your business.

However, similar to Instagram, your Pinterest engagement’s success will rely on your content’s creativity. To capture your audience’s attention on Pinterest, it is essential to ensure that your creative team has the time and resources to create compelling imagery and/or videos for your Pinterest pins. High-quality visuals are crucial.



Looking for a PPC Agency Nearby? Choose PPC Beast!

Ready to take your online business to the next level? Look no further than PPC Beast – the premier online marketing and digital marketing PPC (Pay-Per-Click) agency. Schedule a consultation with our team today and uncover how we can help you launch your pay-per-click campaign. Our talented team of Google Ads specialists is devoted to helping you reach your objectives and expand your business by leveraging powerful online marketing strategies, including Google Ads Manager. Let’s work together to achieve your entrepreneurial aspirations!

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