This post is sponsored by Adzooma. The opinions expressed in this article are those of the sponsor.
Many advertisers start with Google or Facebook because of their market share, track record, and the habit of being seen as “online advertising.”
among google limits Seeing your search term, your Facebook audience impacted by iOs 14.5’s privacy changes, and auction prices on both networks continuing to climb – they might need some help increasing your business’s ROI.
In this article, we will explore advertising channels that you may have missed or may not have known about:
- Microsoft: More than just Google is cheaper.
- Amazon: The star of e-commerce brand and revenue.
- Instagram: Impulse purchases and huge engagement.
- Linkedin: Distinguished targeting of business enterprises.
- Tik Tok: Influencers and innovators.
Each of these channels represents new markets and ways to connect with your best potential customers.
We’ll go through these five advertising platforms to look at what makes them so attractive and how you can get the most out of each.
Before we dive into the new channels, it’s worth giving a shout out to Google Display, YouTube, and Discovery campaigns, which don’t get as much love as their search cousins. If you are interested in learning more about Google’s full offerings, check out this post.
Microsoft Ads
Microsoft Ads (formerly Bing Ads) is a powerful and powerful advertising channel for B2B and B2C brands. While it’s true, you might only think of it as Google’s cheaper search cousin, there are plenty of innovative ad offerings out there:
- Auto ads: Feed-based ads on the SERP that display the image of the vehicle and the price.
- Shopping ads: Feed-based ads showing product and price.
- audience network: Microsoft software video demo/demonstration.
Any Microsoft advertising channel will benefit from LinkedIn targeting data. You can ensure that your ads are only shown to people in a specific company, industry or role.
Microsoft Ads accounts for about 39% of the market share in the United States and increasing gains in the United Kingdom, European Union, Australia, New Zealand, and other developing markets.
What many people don’t realize is that Microsoft Ads supports advertising channels for Yahoo and AOL and a premium search partner network.
The Microsoft Audience Network uses Outlook, MSN, and Edge as well as sites including CBS Sports, Reuters, and The Atlantic to be able to show you brand video, image, or feed-based ads.
Microsoft’s audience is educated and wealthy, with a third of Microsoft users in the US having a household income of more than $100,000.
Microsoft offers great value with ads costing $1.61 per click on average compared to Google’s $7.10.
Microsoft Ads is an underutilized gold mine.
Tips for getting started
- Create a Microsoft Ads account and get $125 in search advertising when you spend $25.
- If you’re already running Google Ads, use Adzooma’s AdSync feature for free to import your Google campaigns into Microsoft Advertising and adjust bids and budgets for both campaigns from a single screen.
- If you’re not already using Google Ads, check out our Complete Guide to PPC Marketing Basics to learn how and where to get started.
Amazon ads
Whether you use Amazon as a branding tool to help customers discover you or sell primarily through the platform, there is a lot of value in this ecommerce channel.
- 49% of internet users use Amazon to start their search for a product.
- 225,000 small businesses generated more than $100,000 in sales on Amazon in 2019.
- More than 55% of all Amazon sales come from third-party sellers.
These are the main ads you can buy on Amazon:
Amazon is best suited as a supplemental advertising channel because its fees can eat into margins and ROI. However, for some brands, it would make more sense to use Amazon as the dominant acquisition channel.
Clicks average less than $1 for sponsored product clicks and can be powerful drivers of revenue.
Tips for getting started
- Create a seller account on Amazon and choose a selling plan (plans cost $0.99 per item or $39.99 per month).
- Take some time to research your competition to see what you’re up against and if you need advertising.
- If you need to advertise, check out our Amazon Advertising Guide to stay up-to-date.
- Don’t rely on Amazon – 80% of Amazon sellers sell on other platforms, so use Amazon.com building site To create a website if you haven’t already and create your own store to work in sync with your Amazon store.
Instagram Ads
All Instagram ads are run through Facebook’s Ads Manager, allowing you to run ads concurrently across both sites to target respective audiences.
Instagram has specific rules for sharing and they often fall flat when using the same design on Facebook and Instagram.
Make sure your ads:
- Include hashtags in your design.
- Always use emojis.
- Let the photo/video do most of the selling – supporting text is less important than hashtags.
Instagram goals are the same as Facebook goals, which means you can over-target by interests.
More than 130 million people click shopping posts per month on Instagram while more than 200 million people visit at least one business profile per day.
Instagram is available for all brands. The average CPC is between $0.70 and $1, while the average cost per thousand impressions (CPM) is around $5.
Tips for getting started
- Set up an Instagram and/or Facebook account and follow the creation process.
- Manage all your ads with Facebook Business Manager.
- Decide if you’re looking for direct sales or brand awareness from your ads.
- Use the wide targeting options to reach the right audience.
- Set up an Instagram store to increase sales without the user having to leave the platform.
- Use Instagram influencers in your niche where possible to endorse your product, set the tone for your brand, and introduce your product to a wider audience.
LinkedIn Ads
LinkedIn is the social networking platform for professionals.
With 61 million high-level decision makers on the platform, LinkedIn is a great place for B2B companies to do their work.
On LinkedIn, you can advertise with:
- LinkedIn feed.
- in the mail.
- Spotlight (highlighting key features).
LinkedIn can increase purchase intent by 33%.
LinkedIn can be expensive given the type of audience you’re targeting – the average cost per click is around $5.58, while at least $1 per incoming mail submission.
Many choose to test creatives on other channels and then bring proven creatives to the highly targeted ad network.
Tips for getting started
- Create a personal or business profile to advertise from.
- Determine your advertising goals.
- Use the specific targeting options available B2B.
- Use LinkedIn influencers where possible.
TikTok ads
TikTok is taking the world by storm and already has more than 1 billion monthly active users.
TikTok leans more towards Generation Z, with nearly 50% of people between the ages of 18 and 29 using the platform. TikTok requires engaging and engaging video websites to highlight your brand value and inspire purchase intent.
Although it lends itself easily to B2C brands, TikTok can be a really powerful brand sentiment builder for B2b brands. TikTok ranks as the second largest app in terms of consumer spending.
cost? It averages around $0.19 per click or $10 per thousand impressions.
Tips for getting started
- Create an account and your ads.
- Work on what you want to achieve.
- Use influencers – they’re huge on TikTok and get a lot of engagement.
So where do we start?
It is not easy to evaluate all of these channels and to select the appropriate one.
But if you are already advertising on Google, then you should definitely get Microsoft Ads.
With Adzooma’s free Ad Sync featureIt will not add any extra work to your process. You’ll be able to manage and optimize across two channels with ease right away. In addition to what you get $125 for free To start.
It’s worth taking a look at the Adzooma infographic at Evaluate the right digital marketing channel for you.
Choosing the right channel is very important. Getting this right will set you up for untold success and you will be able to unlock your cross-channel digital marketing ROI.
Image credits
Featured image: Adzooma image. Used with permission.
Picture in the mail: Adzooma’s photo. Used with permission.
