Where Should I Advertise Besides Google Ads? 6 Options to Consider

If you’re only using Google Ads for paid advertising, your campaigns aren’t reaching enough people — here’s why.

Let's face it: Google Ads are great, but they can drain your wallet. With the most competitive keywords costing at least $50 or more per click, Google Ads isn’t exactly the most economical option for smaller businesses that need to make the most out of their budget. Plus, you’ve got to think about the users who don’t use Google as their primary search engine (yes, they’re out there, and there are a lot of them!).

So, what's a brand to do? Diversify!

Whether your goal is to test your ad copy across other search engines, regain control over the copy used in your ads, or simply reach a larger paid audience, it’s always a great idea to look beyond Google and add alternatives to your paid marketing repertoire.

Where Can I Advertise Outside of Google Search?

There’s no denying that nowadays, everyone is online. As a result, there are more options to advertise outside of Google than ever — whether you’re looking to generate interest, traffic, leads, sales, or all of the above. Here are some potential platforms worth pursuing:

1. Meta Ads

Want your brand to become more social? Meta Ads (yes, we're talking Facebook and Instagram) can help you extend your brand reach to audiences in a more personal, immediate, and casual way.

The benefits of Meta Ads are extensive, offering precise targeting based on everything from age to an obsession with trending memes. With super engaging ad formats like videos, carousels, and stories, you can reach a mix of new and loyal fans alike.

However, watch out for ad fatigue — people scroll fast, and algorithms change often, so you’ll need to stay ahead of what your audiences are engaging with.

2. Microsoft Advertising

Microsoft Ads might seem like an underdog in the advertising space, but they can pack a punch. Microsoft Ads offers lower cost-per-clicks and lower competition than Google Ads, allowing your brand to achieve better ad placement on Bing where it might be more difficult with Google.

Of course, Microsoft’s audience reach is more niche and limited, with the platform a hub for older, more professionally-driven individuals. This is great for B2B or business-oriented companies, but may not be ideal for B2C-focused brands.

Microsoft Ads may also not have the glitzy features Google Ads has, but it’s still a strong alternative to rank high on a search engine that gets an average of 1 billion monthly visits.

3. AdRoll

AdRoll is like a digital boomerang, bringing your target audience back to your brand along their online journey. It’s a fantastic tool for retargeting users across the web, social media, and email on the platforms they love.

Now harnessing AI, AdRoll analyzes user behavior and preferences with razor-sharp precision to deliver your video, display, and native ads when they’re most relevant. Now you may be thinking, “What’s the catch?” The truth is, AdRoll can be pricey, and it requires a good chunk of initial data to really shine. But when you decide to go all in, it can become one of the most effective marketing tools in your arsenal.

4. Amazon Ads

With over 310 million users, Amazon Ads is the holy grail of online retail marketing. With a variety of ad options to improve product visibility and detailed analytics to keep track of every penny, Amazon Ads provides a direct line to shoppers ready to add your product to their cart.

The platform also follows a cost-per-click model with no up-front fees, making it a financially flexible option for any retail brand wanting to extend its digital presence. The downside is that competition-wise, it’s a jungle out there. Also, you’re restricted to promoting products available on Amazon, so it’s only a win if your brand actively sells items on the platform.

5. Yahoo! Advertising

Yep, Yahoo! is still around and kicking, offering unique opportunities to reach a different segment of internet users. In fact, the Yahoo Group still serves around 700 million users monthly, so it’s a search engine you don’t want to dismiss.

With access to Yahoo’s network, including news, finance, and sports sites, your ads can enjoy lower competition and costs with omnichannel targeting. Yahoo! Ads also uses first-party data so that in a cookieless world, your marketing strategy doesn’t crumble.

While Yahoo! Ads’ audience size is smaller compared to Google and Bing and has less sophisticated advertising features, it’s a reliable way to get your brand in front of a large audience that lives outside of Google.

6. YouTube Ads

Got some great video ads you’re excited to share? YouTube Ads are perfect for capturing attention with engaging video content. While technically a subset of Google Ads, YouTube Ads doesn’t display advertisements on the search engine (although it uses Google data to help inform relevancy and audience targeting).

With a massive reach thanks to YouTube’s 2.5 billion monthly users, high engagement rates with video content are a given. YouTube also offers various ad formats, from skippable ads to bumper ads. However, you might want to keep your ads on the shorter side — anything longer than 30 seconds is subject to the dreaded “Skip Ad” button.

How Can I Support My Paid Advertising Campaigns?

Your marketing strategy shouldn’t just stop at paid ads. Think of it this way: If you wanted to reach New Yorkers, would you limit yourself to those who live in Queens or Manhattan or any other single borough? Of course not. You want to reach as wide an audience as possible, and that entails meeting users where they are. Some people search the web on mobile. Others may be enticed by email newsletters. Whatever online channel they choose, make sure you have all your (ad) bases covered.

You also have to think about what stage of the consumer journey your audiences are in. For example, are they researching the difference between purified and tap water? Are they vetting water purification system options? Or are they already sourcing local contractors to install one for them? This will dictate when it’s most relevant for your brand to connect with consumers and make the most impact.

So pump up your strategy with these powerhouse tactics that cover every level of the marketing funnel:

• SEO (Search Engine Optimization): Boost your organic search game and get that sweet, sustainable traffic. Think top-notch content, keywords that hit the mark, and a technically sound website to reach target users organically without breaking your wallet.
• Email Marketing: Email marketing can be very effective for nurturing leads and keeping customers informed about the latest news involving your brand. Personalized, engaging newsletters can also improve your relationship with your audience, making it feel like you.
• Organic Social Media: Cultivate a vibrant social media presence and watch your community grow. Consistent posting, engaging with followers, and sharing user-generated content can help your brand build a loyal follower base that can help boost metrics. If you need an extra hand, try collaborating with a social media agency to lighten the load.
• Testimonials: Testimonials build trust and credibility with your audience, so use them! There’s nothing better than real-life success stories and positive feedback that prove to prospects why your brand is worth engaging with. Don’t be afraid to integrate testimonials into your ads to create more compelling campaigns.

Add Terra to Your Ad Marketing Mix

At Terra, we partner with a variety of organizations and businesses looking to expand their digital horizons and leave a deeper online footprint — even without Google Ads. If your plans involve becoming a social media mogul, breaking product sales records, or simply getting more people to recognize your brand, our team has been there and done that (with surpassed expectations).

And hey, if you’re set on using Google Ads to fuel your marketing strategy, we've got the expertise to make it work for you too.

Ready to take your advertising to the next level? Chat with us today and let’s make some marketing magic happen.