7 Pay-Per-Click Advertising Options That Are Not Google or Bing

Pay-per-click advertising (PPC), when used correctly, is a very powerful way to drive traffic and conversions.

pay per click advertising options

photo credit: alles-schlumpf via photopin cc

The used correctly part includes effective targeting and testing, writing compelling ads, creating compelling offers and managing the bid and budget process in the most cost effective manner.

While the Google and Bing PPC ad networks are the most popular options, smart advertisers also choose to round out their offerings with other options to both capture viewers that aren’t captured by these networks and lower the overall cost per conversion through other channels.

The following seven options should be considered and tested as you build your lead generation platform online.

1) Reddit ads – Reddit is currently the hottest social news sharing site and their ad offering is somewhat unique. You target your ads based on interest and not demographics and ads include user engagement features such as voting and comments. Get your ad right and this network can generate targeted leads.

2) YouTube Video Targeting– Okay I guess this one really is Google, but not exactly AdWords. With the YouTube Video Targeting Tool you can put your ads in specific video channels or even specific videos. You can choose from a variety of formats.

3) StumbleUpon Paid Discovery – StumbleUpon is a unique social sharing site that offers visitors without a click. StumbleUpon users simply stumble to your chosen page. The service delivers lots of low-cost visits, but the trick has always been to convert with a very simple and engaging call to action.

4) Twitter Promoted – Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of Twitter users. They are clearly labeled as Promoted when an advertiser is paying for their placement on Twitter. The Tweets can be targeted to search terms and specific hashtags. Advertisers have been reporting good results in terms of targeted conversions, but also in terms of social metrics such as increased followers and influencer scores.

5) Facebook Advertising – Facebook’s targeting is as effective as any platform and for that reason offers some unique opportunities. If you’ve built a large fan following the sponsored updates option can be a good buy with a compelling call to action.

6) LinkedIn Advertising – LinkedIn advertising isn’t for everyone as it’s predominantly a B2B platform and if used too broadly gets very expensive. The most effective use I’ve seen is narrowly targeting user niches based on keywords or titles in profiles.

7) 7Search – 7Search is a 2nd tier network and does not act as a replacement, but rather a great addition to help advertisers gain traffic from the 10% of traffic that Google and Bing don’t have. Savvy PPC bidders can find some real bargains here for long tail kinds of terms.

Once you’ve created content that converts, compelling calls to action that get people to click and an ROI on bids on the big networks, it makes perfect sense to start exploring other options to lower your cost per acquisition and gain greater exposure.

One Simple Tactic That Can Give You an Unfair Advantage in Local Search

Showing up in local search results is a pretty big deal if you’re any sort of local business. When people search online locally, but plan to buy offline locally, being the organization they find first and find when mobile could mean the difference between growth and death.

While lots of people publish tips about Google Places pages, local web content, address citations and the sort, not enough people are talking about the power of local video when it comes to gaining an advantage in local search.

Many people are talking about video from a content standpoint and I agree, but what about locally optimized video for SEO. I’ve seen this intentional tactic produce some pretty incredible results in a very short time – particularly when it comes to a Google and YouTube combination.

See, here’s the deal – Google wants to give people interesting search results and as often as possible that includes a mix of local Places pages, videos, products, images and blog posts all mashed together on page one for specific search phrases.

Local businesses that get good at producing and optimizing video can find their YouTube videos zapped to page one for highly competitive search terms with very little effort.

I did a little test over the weekend to prove this theory. Granted there may be other factors at play here, but here’s what I and I believe you can do it too.

I am hosting a couple workshops in Kansas City in June. Since this is for me a rare local play I wanted to see what could do to get some local search results. So, here’s what I did.

  • I created a very brief video recorded directly to YouTube.
  • I even did a little bit of editing using the new YouTube Tools
  • I named the video Kansas City Marketing Workshop and Training
  • I added a description with this term
  • I added keywords that related to the term
  • I saved the video
  • I embedded the video on a page on my site.
  • I pointed to the video on YouTube from my Facebook page

Total time invested was about 15 minutes. About 30 minutes later this video showed up on page one for the search term – “Kansas City Marketing Workshop”

Kansas City Marketing Training and Workshop video

A day later it moved to the #2 position for the search term and #4 position for the term Kansas City Marketing Training. I conducted these searches logged out of my Google account and even received the same results using private browsing in Safari.

There’s no telling how long this video will stay at the top of the results for my search term, but it certainly reinforced the idea that this is a powerful way to gain additional local search results while creating useful content.

Below are tips to keep in mind as you explore this tactic:

Do the keyword research

Use a tool like WordTracker or Google Keyword Tool to hunt for some search phases that make the most sense. You’re not looking for hyper competitive terms like “Marketing,” you’re looking for longer, less searched phrases that you can quickly impact.

Also keep in mind those frequently asked questions. Focus on making videos that address those issues.

Create multiple videos

The idea behind this approach is to create dozens of simple videos that allow you to build a library of content that addresses many of the things your prospects are searching for.

Make the videos sell

Make sure you add URLs and annotations to your videos so you can send people to pages that give them even more information.

Optimize for specific terms

Use the search phases you uncover as your video titles, in descriptions and as keyword combination. Do a search on YouTube for the phrase you are trying to win and see what comes up. Once you find the top videos in your search term make note of the keywords and borrow liberally.

Point to the videos

Google loves it when other sites point to videos that are hosted on YouTube. You can give your videos even more juice by linking to them from your web site, Facebook and other video hosting sites.

Experiment with the intriguing little tactic and you may uncover some pretty fantastic results for frequently searched terms that might not otherwise stand a chance of competing for.

My Video Toolbox

I sat in on a session at the BlogWorld Expo led by Steve Garfield, author of Get Seen and long time advocate of video use. Steve mostly shared the low cost set of tools he employs to create his video…

Read More

5 Ways to Get More From Online Video

The use of video to tell your story, put a real live face on the company and showcase your products, services and customer testimonials is a very foundational online tactic these days. As cameras become more sophisticated and cheaper to…

Read More