Digital ad spending is predicted to exceed $250 billion by 2023. This makes it more important than ever for marketers to explore different ways to allocate their ad budget in order to reach their target audience. In this blog post, we will explore four different ways that marketers can diversify their digital ad spend. We will also discuss the benefits and drawbacks of each approach. By the end of this post, you should have a better understanding of which methods work best for your business and how to get started.
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Facebook Audience Network (FB/IG)
The Facebook and Instagram ad platform has been a popular choice for digital advertisers for many years. However, recent issues with conversion tracking have made some marketers hesitant to continue using this method. While advertising on Facebook and Instagram does have some flaws, it is still a powerful tool that can reach a large audience. Marketers who are looking for an alternative to the Facebook Audience Network can consider using Google Ads, Outbrain, AdRoll prospecting, or Connected TV.
Google Ads
Google Ads is a paid advertising platform that allows businesses to place ads on Google.com and millions of other websites across the web. Google Ads is a popular choice for digital advertisers because it offers a variety of targeting options and allows businesses to track their results. However, some businesses find the cost of Google Ads to be prohibitive.
Outbrain
Outbrain is a content discovery platform that helps businesses promote their content across the web. Outbrain works by placing links to your content on high-traffic websites. When people click on these links, they are redirected to your website. Outbrain is a great way to increase traffic to your website and generate leads. However, it can be expensive, and there is no guarantee that people will click on your links.
AdRoll Prospecting
AdRoll Prospecting is a retargeting platform that helps businesses reach their target audience with personalized ads. AdRoll Prospecting allows businesses to create custom audiences and target them with relevant ads. This platform is effective for reaching potential customers who have shown an interest in your product or service. However, it can be costly, and some businesses find the platform to be complex.
Connected TV
Connected TV (CTV) is a new way for businesses to reach their target audience. CTV allows businesses to place ads on streaming services like Netflix, Hulu, and Amazon Prime. Advertising on connected TV is a great way to reach cord-cutters and cord-nevers who are not exposed to traditional television advertising. However, CTV can be expensive, and it requires a higher level of creative thinking than other digital advertising methods.
Proximity Marketing & Geotagging
Proximity marketing is a type of location-based marketing that uses Bluetooth or WiFi to deliver targeted content and messages to people who are near your business. Geotagging is a similar method that uses GPS to target people who are in a specific location. Proximity marketing and geotagging are great ways to reach potential customers who are nearby. However, these methods can be expensive, and they require a higher level of planning and execution.
Mobile Advertising
Mobile advertising is a type of digital advertising that is designed to reach people who are using mobile devices. Mobile ads can appear on websites, apps, and social media platforms. Mobile advertising is a great way to reach potential customers who are using their phones to search for products and services. However, mobile advertising can be expensive, and it requires a higher level of planning and execution.
Email Marketing
Email marketing is a type of digital marketing that involves sending emails to potential and current customers. Email marketing can be used to promote sales, new products, or special offers. Email marketing is a great way to reach potential customers who are already interested in your product or service. However, email marketing can be expensive, and it requires a higher level of planning and execution.
Organic Traffic from SEO
Organic traffic may not be the first thing that comes to mind when you are thinking of marketing spend, but if you really want to maximize your organic traffic, spending some money to bolster your SEO can be a great idea. A lot of businesses choose to ignore organic traffic because they believe that it is free. However, if you want to rank high in search engine results, you need to invest in SEO. This can include things like keyword research, link building, and content marketing. While SEO can be expensive, it is one of the most effective ways to generate organic traffic.
Referral Traffic
Referral traffic is one of the most valuable forms of traffic for a business. This notion also include traffic from affiliates, that is links placed on one websites but promoting prducts or services on other sites. Referral traffic is when someone clicks on a link to your website from another website. This type of traffic is valuable because it means that someone else values your content enough to share it with their audience. Referral traffic can be generated through things like guest blogging, infographics, and social media. However, it can be difficult to get referral traffic and to track affiliate links conversions. Luckily, there are a few affiliate software vendors that may help to manage these tasks. Check out iDevAffiliate for an example. Increasing traffic via referring sites may require a lot of work to maintain.
Digital advertisers have many different options to choose from when it comes to allocating their ad spend. While each method has its own set of benefits and drawbacks, diversifying your ad spend is a good way to reach your target audience. Are you looking for an alternative to the Facebook Audience Network? Hopefully, this article has given you some ideas of where else to look to reach your audience.