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Top 5 Google Ads Alternatives for Diversification and Growth

Top 5 Google Ads Alternatives for Diversification and Growth

It’s no secret that the Google Ads platform has long dominated the digital advertising industry.

Google search is one of the best places for brands to get their products or services in front of consumers, and the extensive advertising network makes it much more attractive.

But Google Ads is not the only way to gain new customers and reinvent existing customers.

If your performance has hit a plateau, or if you just want to diversify and reach new audiences, you have options.

Reasons to expand outside of Google Ads

Here are three main reasons why I would recommend additional platforms:

Rising CPCs and competition

Google Shopping was free until 2012. Life was good and traffic flowed.

Today, it’s not uncommon to see certain industry CPCs well above $ 50 per share. Click.


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With thin stretches of marketing budgets, the ability to drive less traffic to more could force you to branch out outside of Google Ads.

Maximized exposure ratio

Have your Google Ads campaigns reached a performance plateau?

Be sure to check your search share metrics for search. If your brand is constantly appearing almost 100% of the time, you are tapping your current market.

Unused target groups and user pools

As popular as Google is, it is not everyone’s default search engine.

There are plenty of platforms that allow you to get ahead of your customers before they even start their search!

Check out these top five Google Marketing platform options; they are my personal favorites.

1. Microsoft Ads

There are so many reasons to love Microsoft Ads. With its growing partnerships with companies like LinkedIn, Microsoft continues to gain market share.

In fact, over 699 million global unique PC users now use Microsoft.

Some of the main reasons to use Microsoft Ads include:


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Historically lower CPCs and competition. User-friendly Google Ads import.LinkedIn Ads integration for advanced targeting by audience.

Many of my clients have grown into Microsoft Ads after seeing success in Google. On average, our customers devote anywhere from 15-25% of their marketing budget to this channel (and it grows).

If your brand is in a competitive industry with high CPCs, it’s not a good idea to test Microsoft search ads. Lower CPCs get your brand more traffic at an effective level of consumption.

If you’re wondering how to manage two platforms instead of one, keep in mind that Microsoft has many of the same features as Google Ads. They have also created a user-friendly import feature.

This allows you to control and manage which search campaigns you want to replicate and move to the platform.

There is no need to recreate your most effective campaigns from scratch with this feature!

Finally, let’s not forget one feature that Microsoft has that Google does not have: LinkedIn integration.

Microsoft’s partnership with LinkedIn allows companies to target audience directly from a user’s LinkedIn profile. You can bid up or down based on the following attributes:

Company.Industry.Job function.

2. Quora ads

Quora Ads has a unique question-and-answer content platform that allows you to capture user search intentions. Typically, this platform has performed well in B2B brands, but several B2C brands are seeing success with Quora lately.

Not only can Quora bring valuable traffic to your site, but it can also help with your company’s Brand Authority.

Because users are looking for reliable answers and support from a community, proving to be a trusted brand can increase long-term support for your brand in the long run.


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Since the introduction of Quora Ads, the platform has expanded its offerings to more ad formats and targeting options.

This platform has similar targeting features as the Google Display Network and YouTube ads, such as:

Contextual targeting (questions, topics, or keywords). Behavioral targeting (interest, keywords, or question history). Demographics. Customer match.

Pair these targeting features with sponsored feed ads or native text ads, and Quora Ads is perfect for a hyper-targeted campaign.

3. Adobe Advertising Cloud

I will be the first to admit that Adobe Advertising Cloud is not for all businesses.

Typically, this platform ideally serves companies or complex brands. If you are looking for a variety of tools that include search, display, DSP, social and cross-channel marketing, Adobe Advertising Cloud may be for you.

Adobe Advertising Cloud has many features, including a few of my favorites:

Audience sharing across platforms. Complex bid portfolios based on individual goals. Consolidation of data across channels.


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The platform does not come cheap, so if cost is an issue, it is best to research before signing a contract.

From past experience, Adobe charges a percentage of the platform fees for advertising fees. With company-level spending, it can add up quickly.

The bidding models and options with Adobe are impressive, but there is a learning curve for setting up target weights based on your company’s priorities.

Like Google, Adobe has a whole host of guides, courses and training to help you master the platform.

4. LinkedIn ads

I briefly mentioned LinkedIn when discussing Microsoft Ads, but I wanted to dedicate an entire section to this platform.

In B2B, this platform is a must for testing.

Not surprisingly, LinkedIn ads have gained popularity over the years, which means more competition. If you want to test the platform, you can expect to see higher CPCs.

We typically recommend a test budget of $ 3,000 / month to ensure you can measure the full effect and potential.


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Don’t let potentially high CPCs steer you away. Many B2B companies find more qualified users on LinkedIn.

What does this mean for business?

Due to the success of this platform, many companies find themselves willing to pay more for the initial interaction due to the highly targeted options.

Some of the targeting options to choose from include (but are not limited to):

Job titles (most expensive). Corporate industry.Job function.Medic competencies.Interests / Groups.Company size.

In addition, LinkedIn continues to roll out new ad formats to encourage new and new content that users are used to interacting with. Some of the most commonly used formats include:


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Sponsored Newsfeed ads. Single image.Video.Carousel.Message ads (formerly InMail) .Conversation ads.

5. Quantcast

This last platform may not be known, but its various options deserve to be talked about.

If you’re about to branch out into a new marketing platform, Quantcast has a unique and free tool called Quantcast Measure that lets you learn about audience behavior and insight.

Ultimately, this tool can help you make better and more informed decisions about your current targeting on existing platforms.


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The platform also has a paid service in real-time programmatic advertising. Targeting options include prospecting for new customers as well as retargeting.

If you’re already using the Google Display Network and are not happy with the results, Quantcast is another useful option to test because of its advanced targeting features.


These days, it’s about reaching the right user at the right time with the right message.

Due to the importance of context and timing, it’s time to explore other possibilities outside of Google Ads.

Each platform listed here has unique features that help you reach your goals.

From top-of-the-line traffic and brand awareness to completing purchases and leads, diversifying your digital marketing portfolio across multiple platforms helps you create the holistic marketing strategy needed to succeed.

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