The 5 paid advertising channels you need to integrate right now


This article was sponsored by Adzooma. The opinions expressed in this article are those of the sponsor.

Many advertisers start with Google or Facebook because of their market share, track record, and the habit of seeing them as “online advertising“.

With Google limiting the visibility of search terms, the Facebook audience affected by the privacy changes of iOS 14.5, and the two networks’ auction prices continuing to skyrocket – they might need help generating the return on your business investment.

In this article, we’re going to explore the advertising channels you may have ignored or unknown:

  • Microsoft: More than just a cheaper Google.
  • Amazon: Brand and ecommerce revenue superstar.
  • Instagram: Impulse buys and huge engagement.
  • LinkedIn: Premium targeting for B2B.
  • TIC Tac: Influencers and trendsetters.

Each of these channels represents new markets and ways to connect with your best prospects.

We’re going to go through these five ad platforms to see what makes them so appealing, and how to get the most out of each.

Before diving into new channels, it’s worth saluting Google’s Display, YouTube, and Discovery campaigns that don’t get as much love as their search cousins. If you want to learn more about Google’s full offerings, check out this article.

Microsoft Ads

Microsoft Ads (formerly Bing Ads) is a robust and powerful advertising channel for B2B and B2C brands. While it’s true that most only consider it to be Google’s cheaper search cousin, there are plenty of innovative advertising offers:

  • Automatic announcements: SERP feed-based ads that showcase the car’s image and price.
  • Shopping Ads: Feed-based ads that showcase the product and price.
  • Audience network: Microsoft’s programmatic display / video offering.

Any Microsoft advertising channel will benefit from LinkedIn targeting data. You can make sure that your ads only show to people who work in a particular company, industry, or role.

Microsoft Ads accounts for around 39% market share in the US and incremental gains in UK, EU, Australia, New Zealand and other growing markets.

What many don’t realize is that Microsoft Ads powers advertising channels for Yahoo, AOL, and a network of premium search partners.

Microsoft Audience Network uses Outlook, MSN, Edge, as well as sites such as CBS Sports, Reuters, and The Atlantic to enable you to view your brand’s video, image, or feed ads.

Microsoft’s audience is educated and well-off, with one-third of Microsoft users in the United States having family incomes over $ 100,000.

Microsoft offers great value with ads costing an average of $ 1.61 per click compared to Google’s $ 7.10.

Microsoft Ads is truly an underutilized gold mine.

Tips for getting started

  • Create a Microsoft Ads account and get $ 125 in Search Advertising when you spend $ 25.
  • If you already use Google Ads, use Adzooma’s AdSync feature for free to import your Google campaigns into Microsoft Advertising and adjust bids and budgets for both campaigns from one screen.
  • If you’re not already using Google Ads, read the Complete PPC Marketing Basics Guide to learn how and where to get started.

Amazon Ads

Whether you use Amazon as a branding tool to help customers discover you or to sell primarily through the platform, this ecommerce channel has a lot of value.

  • 49% of Internet users use Amazon to start their product search.
  • 225,000 small businesses made more than $ 100,000 in sales on Amazon in 2019.
  • Over 55% of all Amazon sales come from third-party sellers.

Here are the top ad purchases you can make on Amazon:

Amazon is best suited as an additional advertising channel because its fees can reduce margins and return on investment. That said, for some brands it will make sense to use Amazon as the dominant acquisition channel.

Clicks are on average less than $ 1 for clicks on sponsored products and can be powerful revenue generators.

Tips for getting started

  • Create a seller account on Amazon and choose a selling plan (plans cost $ 0.99 per item or $ 39.99 per month).
  • Take the time to research your competition to see what you are up against and if you need to advertise.
  • If you need to advertise, read the Amazon Advertising Guide to get up to speed.
  • Don’t become addicted to Amazon – 80% of Amazon sellers sell on other platforms, so use a website builder to build a website if you haven’t already and build your own store for you. ‘it works at the same time as your Amazon store.

Instagram Ads

Instagram ads are all served through Facebook’s Ads Manager, which allows you to serve ads simultaneously on both sites to target the two respective audiences.

Instagram has specific rules of engagement and often breaks down when using the same creative on Facebook and Instagram.

Make sure your ads:

  • Include hashtags in your creation.
  • Always have emojis.
  • Let the image / video do most of the selling – supporting text is less important than hashtags.

Instagram’s targets are the same as Facebook’s, which means you can be hyper-targeted on interests.

Over 130 million people click shopping posts every month on Instagram while over 200 million people visit at least one business profile every day.

Instagram is accessible to all brands. The average cost per click is between $ 0.70 and $ 1, while the average cost per thousand impressions (CPM) is around $ 5.

Tips for getting started

  • Create an Instagram and / or Facebook account and follow the creation process.
  • Manage all your ads through Facebook Business Manager.
  • Decide if you’re looking for direct sales or brand awareness from your ads.
  • Use the extensive targeting options to reach the right audience.
  • Set up an Instagram store to generate sales without the user having to leave the platform.
  • Use Instagram influencers in your niche wherever possible to endorse your product, set the tone for your brand, and present your product to a wider audience.

LinkedIn Ads

LinkedIn is the social media platform for professionals.

With 61 million top decision makers on the platform, LinkedIn is a great place for B2B companies to do their jobs.

On LinkedIn, you can advertise through:

  • LinkedIn feed.
  • InMail.
  • Spotlight (highlight key features).

LinkedIn can increase purchase intention by 33%.

LinkedIn can be expensive because of the type of audience you’re targeting: cost per click averages around $ 5.58, while it’s at least $ 1 per inbox sent.

Many choose to test the creative on other channels and then bring proven creatives to the hyper-targeted ad network.

Tips for getting started

  • Create a professional or personal profile to advertise.
  • Determine your advertising goals.
  • Use the B2B specific targeting options available.
  • Use LinkedIn influencers whenever possible.

TikTok Ads

TikTok is taking the world by storm and already has over a billion monthly active users.

TikTok leans more on Gen Z, with almost 50% of 18-29 year olds using the platform. TikTok requires engaging and fun video spots to showcase your brand value and inspire purchase intent.

While it lends itself easily to B2C brands, TikTok can be very powerful in building branding sentiment for B2b brands. TikTok ranks second among apps in terms of consumer spending.

Cost? It averages around $ 0.19 per click or $ 10 per thousand impressions.

Tips for getting started

  • Create an account and your ads.
  • Determine what you want to achieve.
  • Use influencers – they’re huge on TikTok and they get so much engagement.

So where to start ?

Evaluating all of these channels and figuring out which channel to choose is not easy.

But if you’re already advertising on Google, you absolutely need to get started with Microsoft Ads.

With Adzooma’s free ad sync feature, it won’t even add extra work to your process. You will immediately manage and optimize two channels with ease. Plus, you get $ 125 free to get started.

It’s worth taking a look at Adzooma’s infographic on how to assess the right digital marketing channel for you.

Choosing the right channel is so important. Getting it right will set you up for untold success and you can unlock the ROI in your cross-channel digital marketing.


Image credits

Featured Image: Image from Adzooma. Used with permission.
Posted Image: Image by Adzooma. Used with permission.

About Ricardo Schulte

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