There’s no doubt about it — Google and Facebook have become the most popular advertising platforms. Over 3 million businesses advertise on Facebook and 1.5 million businesses are advertising through Google AdWords. But just because these two giants are the most used platforms for online advertising, doesn’t mean that you shouldn’t take advantage of other ad networks as well.
If you’re sick of competing against hundreds of other companies for the attention of the same market share or tired of paying the increased CPC or CPM fees that all these other advertisers drive up, don’t feel that Google and Facebook are your only two options.
There are plenty of other ad networks out there that’ll help you open new channels of growth— and plenty of great reasons to use them.
Reasons to Look Beyond Google and Facebook
Facebook and Google are great platforms for driving targeted traffic to your websites or social profiles. However, there are a couple reasons to consider alternatives.
First of all, there’s the cost factor mentioned earlier. The cost of advertising on the Google and Facebook networks is pretty high, given the amount of competition from other bidders.
The average CPC in AdWords across all industries is $2.69 for search and $0.63 for display (and the most expensive keywords are almost $55 per click!):And the average CPC of Facebook ads is $1.72 and rising steadily as advertisers flock to the platform:
In addition, both Facebook and Google have implemented stricter restrictions on advertisers, which makes it difficult for businesses in certain verticals to use the networks effectively. These include companies in the adult, pharmaceutical, gaming and weaponry businesses, as well as affiliate marketers.
What Factors Should You Take Into Consideration When Choosing Other Ad Networks?
There are many excellent ad networks out there to choose from, but which one is best for your business model?
Unfortunately, there’s no clear answer to that question, as there are so many different factors that come into play. Here are a few variables you’ll want to take into consideration as you make your decision:
The Devices Your Customers Are Likely to Use
In 2020, the question is no longer “is mobile marketing important?” but rather “mobile marketing is important; now how do I take advantage of it?” People still use different devices for different reasons.
For example, desktop computers are still used during the workday (at work), but mobile devices are used more during the evening for that audience and, of course, they are used day and night for many people.
More than 62% of people made a purchase on a mobile device, only a third of consumers used both a mobile device and a desktop for the same purpose, and 80% of consumers used a mobile phone to research products and prices.
The Targeting Options Available to You
Today’s ad networks offer much more sophisticated targeting options than ever before, such as geographic location, demographic data, device, income and other elements. Some also include retargeting features, which enable you to put your ads in front of customers who have already visited your website.
This is an incredibly valuable option, as conversion rates on retargeted traffic can be double that of standard advertising. Familiarize yourself with the different options each network allows before deciding which is most appropriate.
Many of the ad networks listed below allow you to have your ads placed on random websites in their inventory. There are pros and cons to this option. The downside is that your ads may not be displayed on the highest quality or most relevant sites in the network.
On the other hand, this can be an efficient way to test multiple sites to see which ones are consistent with your branding and traffic goals. AdXpansion advises customers toconsider using its RON (Run of Network) option, as it’s a great way to generate a lot of exposure at low CPM bids.
The Relevance of the Network’s Niche Publishers
Large ad networks typically work with thousands of different publishers. Try to find out which publishers are in their inventory and see if they’re relevant to your target audience. Really, there’s no point running ads on websites that your target demographic isn’t viewing.
There are many different factors that you need to take into consideration when determining where to run your ads. Since testing a new network requires an investment of both time and money, it’s important that you figure out which ad networks are best suited for your business first.
That said, remember that you aren’t required to stick with the first ad network you test. If you’ve given a network a good try but aren’t seeing the results you need, don’t be afraid to pick another option from this list and try your luck elsewhere.