{"id":22466,"date":"2023-08-16T12:18:15","date_gmt":"2023-08-16T06:48:15","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=22466"},"modified":"2023-08-16T12:18:16","modified_gmt":"2023-08-16T06:48:16","slug":"ppcchat-beyond-google-facebook-finding-success-on-other-platforms","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-beyond-google-facebook-finding-success-on-other-platforms\/","title":{"rendered":"PPCChat | Beyond Google & Facebook – Finding Success on Other Platforms | 15th August 2023"},"content":{"rendered":"\n

During this week’s PPCChat session, host Julie F Bacchini<\/a> sought experts’ views on PPC platforms other than Google & Facebook, what other platforms have they used and found success and more.<\/p>\n\n\n\n\n\n\n\n

Q1: What percentage of the advertising budgets that you manage are spent on Google and\/or Facebook? And for what industries are you managing advertising?<\/strong><\/h4>\n\n\n\n
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My clients are very heavily Google Ads right now. Probably 85% or more. @NeptuneMoon<\/a><\/p>\n\n\n\n

Due to recent major issues in Canada, we are investing MUCH less in Meta. We’re omni, so depending on clients a pretty big chunk of our $ go to Google, including YT, PMax, etc. but things are shifting. @JuliaVyse<\/a><\/p>\n\n\n\n

We are about 50-75% Google, up to 25% social (LI\/FB), and the rest Bing or other channels like Reddit. @beyondthepaid<\/a><\/p>\n\n\n\n

For a bit more on why, here’s a US-based overview: https:\/\/www.nytimes.com\/2023\/08\/02\/business\/media\/meta-news-in-canada.html<\/a> @JuliaVyse<\/a><\/p>\n\n\n\n

~80%+ Google \/ Meta spend (edit – currently in healthcare)  @Galliguez<\/a><\/p>\n\n\n\n

70% GGL \/ 30% FB across B2B, home services, telecom, insurance, etc @HeatherCox<\/a><\/p>\n\n\n\n

For higher ed, about 75% is Google\/Meta. For ecommerce it’s more like 50% Google\/Meta. @robert_brady<\/a><\/p>\n\n\n\n

Approx. 70% Meta, 20% Google, 10% other @teabeeshell<\/a><\/p>\n\n\n\n

70% of our clients budgets. Then you got Microsoft and Amazon ads. Plus some TikTok. @duanebrown<\/a><\/p>\n\n\n\n

Interesting not seeing LI here as a place people are actively advertising! @NeptuneMoon<\/a><\/p>\n\n\n\n

Heavily allocating towards Google Ads; probably ~75% across all clients (who are mostly in the B2B or lead gen space). The other 25% depends on the client and is mainly focused on LinkedIn or Microsoft Advertising. 0% going to Meta right now. @adclarke10<\/a><\/p>\n\n\n\n

We are doing way more LI than FB. It works way better for B2B @beyondthepaid<\/a><\/p>\n\n\n\n

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Q2: What ad platforms, other than Google or Facebook, have you used for your accounts? On which have you found success?<\/strong><\/h4>\n\n\n\n
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Microsoft and Amazon Ads are great for ecom, DTC and retail brands. @duanebrown<\/a><\/p>\n\n\n\n

MS (Search\/LinkedIN) and StackAdapt for programmatic\u2026 pulled back on. @Galliguez<\/a><\/p>\n\n\n\n

TikTok was the popular “new frontier” for the past year, and product\/spend dependent, it can rival Meta for TOF performance. It’s performance at scale is the limiting factor.I still maintain that Pinterest (organic) is a sleeper. Its ad platform has come a long way over the last ~decade, but it remains a “junior” ad platform. Other’s I’ve been eager to explore further are Quora and Reddit. @teabeeshell<\/a><\/p>\n\n\n\n

Microsoft, Amazon, Pinterest, LinkedIn, TikTok and Snap have been great. and of course we do CTV, TV and Radio for bigger campaigns. @JuliaVyse<\/a><\/p>\n\n\n\n

Bing and LinkedIn! Bing is great for our clients – performs better than Google in many cases – and LI is better than FB for B2B as mentioned in the other thread. @beyondthepaid<\/a><\/p>\n\n\n\n

I second what @duanebrown<\/a> is saying about Amazon for ecommerce. For B2B and higher ed we have a healthy LI budget. @robert_brady<\/a><\/p>\n\n\n\n

Historically, I have used Microsoft Ads, LinkedIn, Twitter and Quora. Success has varied on the platforms. Microsoft is such an easy add-on if you\u2019re already doing Google Ads! And despite clients complaining about the cost of LI, it is literally the only place where you can actually get the targeting B2B wants, so. @NeptuneMoon<\/a><\/p>\n\n\n\n

Microsoft is great because of the ability to import campaigns from other platforms, and the spend is typically much lower (as well as lower CPA and higher ROAS). LinkedIn is the other main platform our clients are on \u2013 varying levels of success here though. @adclarke10<\/a><\/p>\n\n\n\n

Sometimes high CPMs mean quality. @JuliaVyse<\/a><\/p>\n\n\n\n

I really like Quora. I blame JD Prater for getting me into that platform! If your strategy involves trying to create brand evangelists to get your client onto the shortlists for consideration, Quora and Reddit are great for that type of reach. @NeptuneMoon<\/a><\/p>\n\n\n\n

Flag that they are NOT great for regional campaigns. the freq caps are nonexistent, and your ad will be a meme. …Ive heard. @JuliaVyse<\/a><\/p>\n\n\n\n

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Q3: Have you advertised on a platform that really surprised you, either by how well or how poorly ads performed on it? Any ideas as to why it worked or did not work for your accounts?<\/strong><\/h4>\n\n\n\n
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Biggest surprise (and in a few presentations) Tinder. It went really well for a campus-targeted safety campaign. It’s become a staple for us. @JuliaVyse<\/a><\/p>\n\n\n\n

It surprises me how often FB does poorly for B2B. 4-5 years ago that was not the case but LI is just eating FB’s lunch now. @beyondthepaid<\/a><\/p>\n\n\n\n

@beyondthepaid<\/a> It continues to amaze me that essentially zero effort is made by any platform besides LI to build anything that would be desirable to B2B advertisers. There is so much $$$ there to be had to someone who even put out an ok option! @NeptuneMoon<\/a><\/p>\n\n\n\n

Always ready with a swerve! @JuliaVyse<\/a><\/p>\n\n\n\n

Couldn’t agree more\u00a0@NeptuneMoon<\/a><\/a> Even Google constantly leaves B2B $$ on the table. @beyondthepaid<\/a><\/p>\n\n\n\n

Hmm…maybe one or a few of us should start a b2b-specific platform. @JuliaVyse<\/a><\/p>\n\n\n\n

I think the elephant in the room is Amazon. There are search-based ads, sponsored placements, and off-Amazon display. Pros:<\/p>\n\n\n\n