Most SEOs will tell you that the main focus of work should be on Google. For organic search this approach is successful. Google’s algorithm is the most advanced, so optimizing for Google will also help to raise Bing & Yahoo search rankings in the process. When it comes to paid advertising, the approach advertisers need to take is much different.
Alternative Search Platforms
Google’s enormous market share (over 60%) makes for the largest volume of paid traffic and impressions. However, focusing solely on Google for paid search can leave a lot of value on the table for advertisers.
Bing’s recent bump in market share (~20%), powered by Windows 10 integration makes their paid ads an avenue which advertisers should take notice. Not only will this allow advertisers to reach more of an audience through the paid avenue, but also offers a higher value than that of Google.
In one case, a client of 1SEO Digital Agency saw a decrease in cost-per-click (CPC) of 67%, while increasing click-through-rate (CTR) by over 300% using the same exact targeting and ad copy.
Yahoo’s launch of the Gemini advertising platform in 2015 also opened another door for advertisers. Yahoo’s market share of just 10% makes for a less appealing volume when compared with Google, but the decreased CPC and CPA that Yahoo provides makes it a great complement to running ads on Google’s Search Network.
More and more, users are finding businesses and making purchases through social media platforms. By tapping into this avenue advertisers will not only increase the number of conversions, but also find a cost-per-conversion that is much lower than that of the Google Search Network.
Remarketing through social mediums is a great way to reach a targeted audience, while also keeping the cost-per-conversion to a minimum. Facebook remarketing is one of the targeting options through which paid advertisers can achieve both of the above mentioned goals.
One of my clients has a cost per conversion through Facebook remarketing which is 84% less than the cost of a conversion through the Google Search Network. Although volume of conversions for this client was much lower, they were able to acquire customers who otherwise would not have converted.
In addition to Facebook remarketing, YouTube remarketing is another effective way to reach customers who otherwise would not have made a connection with a business or organization. YouTube remarketing allows for advertisers to target users who have watched a video on the advertiser’s channel without even having to go to that advertiser’s website. With the much lower CPC of display ads when compared to search, value is to be had for advertisers who can get creative not only with their display images, but the YouTube videos which initially got that user onto the remarketing list.
With the myriad of new targeting platforms available to advertisers, diversifying the online paid marketing platforms used is not only going to help businesses and organizations reach more of an audience, but also decrease the cost which it takes to acquire each member of that audience.
Using a comprehensive approach, with a little creativity, is going to be the best practice going forward for paid advertisers who want to not only drive the most amount of conversions, but also do so with the best value.