It comes as no shock that Google and Facebook are the most popular advertising platforms in the digital marketing world. In a set of statistics published in 2018, it was revealed that over 3 million businesses invest in advertising on Facebook and 1.5 million businesses use Google AdWords to advertise their goods and services. But just because these two internet advertising giants are the most popular, does not necessarily mean that you should not take advantage of other ad networks.

There are plenty of other ad networks out there that can help you open new channels of growth— and multitudes of convincing reasons to use them. Today, we will be examining the top 5.

Why Diversify Away from Facebook and Google | Internet Marketing Toronto

Don’t get me wrong, Facebook and Google are phenomenal channels for growth and for driving targeted traffic to your websites. Unfortunately, because they are the top internet advertising platforms on the World Wide Web, they are also both expensive and ultra competitive.

For instance, the average CPC in Google AdWords across all industries is $2.69 for search and $0.63 for display:

And the average CPC on Facebook ads is $1.72. That data has risen since then and is expected to steadily rise as more and more advertisers flock to the platform:

As well, both Facebook and Google are very strict about their rules that advertisers need to follow. Their algorithms and how they work are not necessarily public knowledge, which makes it harder for companies in certain industries to use the platforms effectively.

What Factors Need to be Considered when Choosing an Ad Network | Online Marketing GTA

Selecting the right ad network is not an easy task. There are a number of factors that need to be taken into consideration before you sign on the dotted line. What is programmatic buying? Should you opt for CPC or CPM? Should you go with standard IAB units or the newer, more innovative types? These questions could be daunting if you are not immersed with the digital marketing jargon.

In the end, it all boils down to 5 factors:

  • The size of advertiser network
  • The quality of ads in the network
  • Variety of ad styles available in the network
  • Payment terms
  • Compensation – may not be applicable to some of the networks listed below.

5 Alternative Ad Networks for 2019 | Online Marketing Toronto

1. ONE by AOL

ONE by AOL is a self-service mobile advertising platform that features ads on approximately 50,000 mobile applications and websites. What differentiates ONE from other platforms is its flexibility with targeting, bidding and customizing creatives. Also there is no minimum deposit, which makes this network ideal for mobile advertisers that have allocated a small budget for their digital marketing initiative.

2. Adroll

Adroll is an advertising platform that offers retargeting and multi-device display advertising services. Their retargeting feature is available for ads on Facebook, Twitter and countless other sites, while their staff offers excellent support to help you leverage retargeting to its fullest potential. Check it out if you’re new to retargeting and need some hand-holding to help get you up-to-speed.

3. Perfect Audience

Perfect Audience is another retargeting solution for Facebook, Twitter and web display ads. The service is meant for targeting the most recent visitors that used your site, as they’ll likely be the easiest to convert.

4. Bing Ads/Microsoft Advertising

Google may give you more web traffic, but Bing Ads is more effective when it comes to boasting higher positioning, CTR, and lower CPCs. These factors are worth looking at if you are working with a smaller budget or want to reach a more mature audience. As an added bonus, you could use the same ads that you featured on Google Adwords on Bing Ads.
If you are still not persuaded to give Bing ads a try, here’s a quote from Bing itself “The Bing Network audience spends 25 percent more online than average internet searchers.” Now who does not want web visitors who engage more with the content on their website.

5. Amazon Associates

If you are an ecommerce merchant, Amazon is a great opportunity to grow through sponsored products. Through this process, if you sell your products on Amazon, you can pay for sponsored shopping ads that will direct users to those products on Amazon. Amazon also offers other premium services to drive traffic off Amazon, but the best place to start is through the Amazon Seller platform and creating keyword campaigns that drive users to your products within the site.

About iRISEmedia | Social Media Marketing Agency | Toronto

At we are specialized in social media management, digital marketing, online reputation management and online branding. Our team helps clients manage and grow their online presence and branding to increase qualified web traffic and online leads. We service clients in Toronto and throughout Canada and the U.S. Give us a call or contact us if you want to discuss any of your social media marketing needs or to conduct a social media audit of your brand at no charge.

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