While I’m a major advocate in using Google Ads as one of the most viable ways to drive targeted traffic and to grow revenue, I’m always looking to expand advertising on different marketing mediums to better understand markets & trends. Over the years, some of these marketing channels have developed a reputation for not being ‘profitable’, not ‘worthwhile’, or simply neglected for various reasons.

Today, I wanted to shed some light on my favorite digital marketing channels that your business should consider diving into. You don’t have to use each and every single one of these channels all at once, but I do recommend adding a 2nd or 3rd channel if your business has the resources.

This list is in no particular order and depending on your objective, some of these options will rank higher than others.

Bing Ads/Yahoo

What I like about Bing Search Ads is that they allow you to export your Google Ads campaign and import them nearly seamlessly. That means that all the hours of getting the right keywords, ads, structure, etc. doesn’t have to be replicated from scratch.

You will need to make sure your the import works without any errors, but getting up and running from on Bing Ads is significantly faster compared to Google.

Aside from the setup time, here are a few other reasons why I recommend Bing as an additional marketing channel.

  1. Similar Interface Compared To Google Ads (old version)
  2. On average, we’ve seen about 25-30% of the traffic compared to Google Ads. While that might not sound like it’s dramatically high, getting an extra 25% of traffic could equate to 25%+ in revenue assuming all things are equal.
  3. Traffic quality is similar to Google, but you need to make sure your intent is obvious on Bing. Google Ads does a better job at promoting ads for similarly targeted keywords compared to Bing.
  4. This is a great alternative if you have a smaller budget or if there is steep competition within Google Ads to get your feet wet.

Youtube (Organic & Ads)

But wait, Joey, didn’t you just say that you wanted to not mentioned Google Ads? Yes, I do recall. One thing I want to make clear is that while Youtube uses Google Ads as an advertising platform, Youtube itself is its own search engine and should be considered its own marketing medium.

Youtube is the biggest video search engine site in the world. According to similarweb, every month they receive an estimated 25 Billion amount of visitors that visit nearly 10 pages per visit. So in total, that is at least 250 billion impressions each month.

While there is a massive audience for this medium, it seems that businesses are still kind of gun-shy in diving into video marketing. What I really love about Youtube is that if your video quality is top-tier, you can build a following organically without paying for ads. Although, if you do go the paid route (which I recommend if you have the funds, a strong company mission, and a powerful marketing agenda), then be sure to take advantage of what Youtube has to offer.

  1. Multiple types of ads (on-page, in search suggestion, or a video ad) so you can test creative.
  2. Video is incredibly powerful, this is the best medium to show ads.
  3. You will have the ability to target specific demographics and intent.
  4. You won’t get charged for a view if someone doesn’t watch the full ad or the first 30 seconds.
  5. To follow up on point #4, you can create Youtube ads that filter out unwanted views at no cost if your video is done correctly.
  6. You can target specific videos and create campaigns around the intended video’s content.

Because video ads aren’t as easy to make compared to a search ad, it will take more time to test creative. But on the flipside, I feel that this is the most powerful way to drive targeted traffic with a positive ROI (especially for local & regional targeting)

Spotify Ad Studio

Spotify recently allowed for advertisers to manage audio campaigns on Spotify in minutes with their self-serve advertising platform. With a minimum buy-in of $250 ad spend, the barrier to entry of having an audio ad is relatively low.

While it might feel like using audio ads is a crap-shoot (especially when we look at traditional marketing methods such as radio), what I really like about Spotify Ad Studio is that you have the ability to do demographic targeting. You pay based on impressions and getting a campaign off the ground is pretty simple.

  1. You submit a script to Spotify
  2. Spotify will do the voice-over and audio for you, for free (you have the option to use your own staff).
  3. Turnaround time is about 48 hours

While Spotify Ad Studio isn’t on top of my list, this is a medium that is still new so there is plenty of room to grow. Compared to video, using an audio ad will have a much quicker turnaround.

Facebook Ads

“Facebook is dying”, “I’ve never had success on Facebook”, “I get no traffic on Facebook”, “I want more Facebook fans to grow my business”, you’ve probably heard something similar whenever the conversation shifts to marketing on Facebook. Facebook used to be terrible when it came to ads several years back. But over the last 2+ years, Facebook has significantly improved targeting metrics and audiences to get your mission out in front of an audience.

Messaging & Marketing Need to Be In Sync (or at least exist)

No one is going to like a Facebook page when there are no posts. In some cases, people can’t like a page because a company never bothered to create one. In either case, having a digital footprint on Facebook adds legitimacy to your organization and a way for fans of your brand to interact.

The biggest X-factor that Facebook has over any other marketing medium is that Facebook has the most in-depth targeting options. Targeting the right traffic and promoting your best posts is a slam dunk to gain interest, fans, and have the potential to go viral. Other reasons why Facebook Ads should be in your marketing arsenal:

  1. Targeting aspects include (age, location, interest, likes, stage of life, income, etc).
  2. Dozens of campaign options (leads, traffic to the website, page likes, shares/comments, engagement, etc).
  3. Cheap buy-in, you can get a campaign started for as little as $1.
Facebook Results Example

Testing & Optimization Does Pay Off

Pinterest Ads (And Organic)

I don’t get the hate Pinterest receives. It seemed that not too long ago Pinterest was on the bottom rung for businesses to get traffic (organic & paid) and that it wasn’t worth putting any resources on this medium. But I’ve spent countless hours on this platform for myself and for clients and I am convinced that if you aren’t on Pinterest, you are missing out BIG.

Pinterest Ad Example

I won’t turn this section into a case study (probably worth another post). But as the worlds biggest visual search engine, businesses need to treat Pinterest as if it were Google. Having high-quality pins with SEO friendly keywords and descriptions is the foundation for long-term growth on Pinterest.

With the latest algorithm changes that focus primarily on engagement and relevant content, anyone can have a pin take off and receive hundreds/thousands of visitors from Pinterest. Pinterest works for just about anyone, but if I were to narrow it down it would be ideal for:

  1. Anything fashion related
  2. Recipe / Sports
  3. Home / Decor
  4. Around the house
  5. Writing / blogging / Finance
  6. Local businesses

This is a major platform that can reap serious ROI with proper targeting and high-quality imagery. The minimum cost per click is 10 cents, but you’ll need to do your due diligence on potential traffic and conversion rates from Pinterest. Only speaking from my experience, I get about a 33% conversion rate (lead) and about a 50% lead to sale rate. Don’t be surprised to see Jomonjo on Pinterest very soon.

Remarketing (All)

For those unfamiliar with remarketing, I’ll explain. Remarketing is a way for advertisers to connect to visitors on your website that have not made a converting action. Normally an action is a newsletter signup, a form fill, or a purchase.

So when a visitor lands on your site and then leaves, they will ultimately see an ad that points to your website in hopes that they complete the desired action. Several examples of this are when you browse a few products on Amazon and then hop on Facebook. When you log into Facebook, you’ll see the same Amazon products you were looking at earlier with an option to complete the purchase. That is Remarketing.

Diagram showing how Remarketing in Paid Search works: Visitor goes to your website; user is added to remarketing list; visitor leaves your website; former visitor searchers on Bing or Yahoo; your ad is served; user returns to your site.

Remarketing simplified. Source: Bing

Remarketing does get a bad rap due to how intrusive the ads can be and that some people don’t like it when an ‘ad follows them’. But overall remarketing is a great (and very cheap) way to engage customers who were previously on your site.

Here are my top remarketing platforms to get familiar with. In order to have your ads show up on certain sites, you need to set up an ad account for them.

  1. Google Ads (for remarketing) – Generally any site that uses Google Ads will allow you to have your ads show up for remarketing.
  2. Bing Ads (for remarketing) – Similar to Google
  3. Facebook Ads – You need an account to get remarketing ads on Facebook
  4. Pinterest Ads –  You need an account to get remarketing ads on Pinterest

Remarketing does require inserting tracking codes and making sure the right pixels fire off, so make sure you have a professional that understands coding to assist in implementing campaigns.

All of these options require some time and there is a learning curve, but I believe that these platforms are undervalued with limited competition. What are your experiences on these platforms? Feel free to share.