Since the last 6 months, we have been running Lead generation campaign on Facebook for a dental practice. The results though good initially have started coming down because of reaching a lot of users of the period of time. It’s about time to stop the lead generation campaign and divert the budget which will provide some good return on investment on a different platform. The average internet user has 7.6 social media account. The question is what platform is good enough to spend money on that will provide value to us.
1. Google Ads
Google Ads is one of the best alternatives to marketing on Facebook. In fact, Google is the only digital advertising channel that receives more U.S. digital ad spend than Facebook. This is unsurprising when you consider that Google processes more than 4.5 billion search queries each day – that’s over 70,000 search queries every second. It is by far the largest digital advertising channel in the U.S., Google Ads has some of the most advanced targeting and tracking capabilities available.
Different types of Ads in Google Ads:
- Search Network
- Display Network
Advertising on Google’s Search Network is when you bid to place your ads on Google’s search engine results page, or “SERP.”
Example of Search Network:
Next, advertising on Google’s Display Network lets you place ads on websites which use Google AdSense. It allows companies to advertise on more than 2 million websites and reach 90% of internet users. Websites your ad can appear on include large publications like Time, Fast Company, NBC, The New York Times and more.
Example of Display Network:
Advantages of Google Ads:
- Advanced targeting
- Budget control
- Easy to measure
- Fast results
- Remarketing tools
Google Ads is based on a pay-per-click auction system. In essence, advertisers bid on keywords, and the highest bid wins the advertising opportunity. Then, advertisers pay Google each time someone clicks on one of their ads.
Instagram may be owned by Facebook, but it’s a different beast entirely. Instagram has experienced massive growth in recent years and now has more than one billion monthly active users. Plus, more than half of Instagram’s users visit the platform at least once per day, making it a brilliant alternative to Facebook. So much so, that many advertisers are shifting ad dollars from Facebook to Instagram. In fact, performance marketing agency Merkle recently reported that ad spend on Instagram was growing at four times the rate of ad spends on Facebook. Specifically, year on year during Q2, Instagram’s ad spends went up 177 percent compared to Facebook’s 40 percent increase. And there’s more. This advertising channel is ideal for businesses outside of the U.S. or those looking to expand internationally, as 80% of the platform’s user base lives outside of the U.S. Unsurprisingly, most of Instagram’s users are Millennials. In fact, 31% of Instagram users are 18 to 24 years old, and 30% are 25 to 34.
Different types of Ads in Instagram:
- Photo ads
- Video ads
- Carousel ads
- Slideshow ads
- Stories ads
Instagram is the quickest way to diversify your advertising channels if you already use Facebook advertising, as Instagram uses the Facebook ads manager.
YouTube has an astounding 1.8 billion active users on its platform. Every day more than a billion hours of video is being watch. Today both a 5-year-old and a 50-year-old person uses YouTube to watch video daily. This makes it a lucrative platform for advertising more so because the consumption of video is only increasing day by day.
When it comes to marketing, YouTube is a suitable alternative (or addition) to Facebook, with advanced targeting, remarketing capabilities, and plenty of other features. The various advertising formats allow you to get extremely creative with your messaging and content.
Different types of Ads in YouTube:
- TrueView ads
- Non-skippable instream ads
- Bumper instream ads
- Sponsored card ads
- Overlay ads
- Display ads
Advantages of YouTube:
- Helps in receiving more leads
- Increase your Website traffic
- Product and brand consideration
- Increase Brand awareness and reach
It’s the world’s largest video sharing platform and benefits from Google’s advanced advertising features. Perfect for capitalizing on the increase in video consumption.
Over the period of time, twitter has stopped growing but the users in Twitter are very active which makes it a platform worth considering as an alternative for advertising because of the affluent millennials present in the platform.
Different types of Ads in Twitter:
- Promote Tweets
- Twitter Ads
- Promoted Trends
Twitter Ads can be used for a host of objectives such as App installs, increasing followers, Increasing Tweet Engagements, promoting video views, increasing website clicks or conversions, App re-engagements, In-stream video views, Awareness, etc. Promoted trends allow you to put your story at the top of trending topics. It will appear on the left side of the page.
With more than half billion users, LinkedIn is the leading social media platform in the B2B segment.
Different types of Ads in LinkedIn:
- Self-serve ads through LinkedIn Campaign Manager such as Sponsored Contents, Text ads, Sponsored InMails, etc.
- LinkedIn partner solutions
Sponsored Contents are shown in user’s feeds, Text Ads are shown in the sidebar of users’ feeds and LinkedIn messenger and Sponsored InMail lets you send messages – which look the same as regular InMail – directly to users’ LinkedIn inboxes. This is a great way to make personalized messages. Display Ads are best suited for raising brand awareness because they help you to show your ads in front of relevant profiles.
Snapchat is another unique social media platform which has a huge appeal with youths today. The content doesn’t last for more than a day but it does the work. Since there is a Fear Of Missing Out, there is higher engagement to each posts. Snapchat is dominated by younger people, giving a perfect opportunity for those targeting generation Z which are the majority of online shoppers.
Different types of Ads in Snapchat:
- Sponsored GeoFilters
- Sponsored Lenses
- Snap Ad
Filters allow you to include filters based on event or location. That’s why they are best for raising local awareness. Snap Ads are full-screen video ads lasting for 10 seconds and Lenses invite customers to play and share with Lenses. Lenses are activated by facial triggers or tapping the screen.
Advantages of Snapchat:
- Drive traffic to your website
- Increase app installations
- Drive views for long-form video content
- Drive Snapchatters to your augmented reality experience
- You’ll be reaching a new audience in a new way with a new type of content. This can definitely be a challenge, but it’s also a big advantage
Pinterest is great if you can create beautiful content online.
Different types of Ads in Pinterest:
- Promoted Pins
- Video Pins
- Promoted App Pins
Promoted pins not only offer brands the chance to stand out in an increasingly saturated ad market, but they’re also “evergreen”. Since the pins are seamlessly integrated within the user’s native experience, they’re not viewed as intrusive, which means that all you have to pay for is the initial boost on your pin. After that, all the natural engagement you drive is free and continues to generate impressions, resulting in more traffic and increased brand awareness
Advantages of Pinterest:
- The traffic campaign sends people directly to your website and pay per click.
- Awareness campaign gets your business in front of people unaware of your brand and pay per 1,000 impressions.
- Video awareness campaign is similar to a regular awareness campaign, but using Promoted Video Pins.
- Engagement campaign encourages Pinners to interact with your content and pay per engagement action.
- App install campaign gets more installs for your app and pay by install or by click.
8. Influencer Marketing
An influencer is anyone who has a large online following. We can partner with them and capitalize on their following. However, the niche of the influencer should be taken into consideration before partnering with them. It is extremely powerful these days when done right.
The most popular online forum since the dawn of the internet, Reddit is a place in which registered community members can go to debate everything from how to rock the cradle to UFO sighting in planet earth. While Reddit is traditionally viewed as a news and social media juggernaut – with an estimated 17 million users monthly – advertising options for small businesses are surprisingly cost friendly
By utilizing the many specialized communities within Reddit – known as “subreddits” – small businesses can leverage Reddit’s massive fan base to connect with their ideal target audiences in unique, innovative new ways.
Different types of Ads in Reddit:
- Link ads
- Text ads
Link ads are generally more suited to drive traffic to your website, while text ads are generally used to invite for conversations
Today there are multiple advertising options available other than Facebook Advertising and when you bring in the diversity you get the advantage each platform offers. You need to figure out what works best for you. It depends on many factors including your customers, budget, marketing goals and more. This is how you can expand, boost your profits in less competitive markets and advertise on social media like the best of them!
|Ad Types||Search Network||Photo ads||TrueView ads||Promote Tweets||Sponsored Contents||Sponsored GeoFilters||Promoted Pins||Link ads|
|Display Network||Video ads||Non-skippable instream ads||Twitter Ads||Text Ads||Sponsored Lenses||Video Pins||Text ads|
|Carousel ads||Bumper instream ads||Promoted Trends||Sponsored InMail||Snap Ad||Promoted App Pins|
|Slideshow ads||Sponsored card ads||Display Ads|
|Stories ads||Overlay ads|
|Minimum Budget||$0.33||$1||$1||None||$10 per campaign||$1||$0.10 (CPC)||$5|
|$2 for Text Ad||$0.10 (CPE)|