In the ever-evolving landscape of digital marketing, search advertising remains integral to every paid media strategy, with Google remaining a primary channel for advertisers. Its effectiveness in meeting diverse company objectives through various targeting options and campaign opportunities is unmatched.

However, diversification is key. Adopting a full-funnel, multimedia approach can set you apart and amplify your marketing success.

So, let’s move beyond Google Ads and explore alternative strategies to elevate your marketing efforts to the next level.

Social media advertising

With billions of active users, platforms like Facebook, Instagram, TikTok, and LinkedIn offer unparalleled reach. While these channels are the most popular for traffic volume, don’t overlook other platforms such as X (formerly Twitter), Pinterest, Reddit, and Spotify, which can also enhance trust and awareness for your brand. This article highlights various advertising platforms and their suitability for B2B, B2C, or both. Remember, these recommendations are flexible; you can leverage any of these platforms for your business, whether B2B or B2C, as long as they align with your objectives.

Additionally, social media advertising is cost-effective compared to traditional advertising. Flexible budgeting options allow you to optimise your ad spend to achieve goals such as driving website traffic, generating leads, or increasing sales.

Influencer marketing

Partnering with influencers can provide authentic endorsements that resonate with their followers. From macro-influencers to micro-influencers within niche communities, there’s a diverse range of options to suit your brand’s objectives and budget.

By tapping into pre-existing communities and target audiences that can be difficult to reach through traditional marketing channels, you can effectively increase brand visibility among relevant audiences and foster brand credibility.

Video advertising

The power of video cannot be overstated. In today’s digital landscape, where attention spans are ever shrinking, video content stands out as one of the most effective mediums for capturing attention and conveying messages. Whether it’s pre-roll ads, in-stream ads, or sponsored content, video advertising allows for immersive experiences that leave a lasting impression on viewers.

With captivating visuals, sound, and narrative, you can create campaigns that resonate deeply with viewers, fostering strong emotional connections with your brand. Additionally, video ads have been shown to drive higher engagement and conversion rates compared to other forms of content. Studies indicate that video content generates more shares, comments, and interactions on social media platforms, ultimately leading to increased brand awareness and sales.

Programmatic advertising

Harnessing the power of AI and real-time bidding, programmatic advertising automates the buying process across a vast network of websites and apps. This data-driven approach enables precise targeting and optimisation, ensuring your ads are served to the right audience, at the right time, and on the right platform.

Considering programmatic advertising as part of your overall media strategy offers scalability, allowing you to reach large audiences across multiple channels and devices with ease. With display, video and native, programmatic technology can help you scale your campaigns efficiently while maximising ROI.

Native advertising

Seamlessly integrated into the user experience, native ads blend with surrounding content, avoiding the disruption of traditional ads. From sponsored articles and promoted listings to recommended content widgets, native advertising ensures your message reaches audiences non-intrusively, generating higher engagement and click-through rates. By aligning with the platform’s tone and style, your native ads resonate more effectively and leverage the credibility of trusted content and publishers, enhancing brand 

Affiliate marketing

Affiliate marketing is a performance-based model, meaning that it operates on a pay-for-performance basis, with advertisers only paying for actual conversions or sales generated through affiliate referrals. This model also acts as brand advocate, endorsing products or services to their followers or subscribers. This word-of-mouth marketing approach can build trust and credibility, leading to higher conversion rates and long-term customer loyalty.

(D)OOH advertising

Digital Out-of-Home (DOOH) advertising delivers dynamic, engaging, and targeted messaging in prime locations like shopping centres, airports, and city centres, driving brand awareness and sales. Displayed on high-definition screens, DOOH ads ensure maximum visibility and exposure. Using audience analytics and geolocation data, you can target relevant ads, enhancing engagement. Incorporating interactive elements such as QR codes and touchscreens creates memorable experiences for your audience, boosting brand recall and interaction.

As the digital landscape evolves, embracing alternative paid advertising strategies alongside traditional search-based approaches is crucial for staying ahead. By diversifying your marketing arsenal, you can reach new audiences, drive engagement, and achieve greater success in today’s competitive ad space.

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