Check out 6 paid traffic channels to go beyond Meta Ads and diversify your ad investments
Although Facebook and Instagram are giants of digital marketing, there are other valuable options to explore to go beyond investment in Meta Ads.
After all, diversifying online advertising strategies not only broadens your reach but can also offer great advantages such as lower costs per click and more precise targeting.
Therefore, in this article we will explore 6 of the main channels to combine with Meta Ads that can help achieve even more success with paid traffic. From search-based ad platforms to those focusing on specific audiences, you’ll find a variety of options to consider. Let’s go!
Why invest in paid traffic beyond Meta Ads
Investing in paid traffic beyond Meta Ads is advantageous for several reasons. Among the main ones, it is worth highlighting.
- the diversification of channels since changes in platform algorithms or policies can affect the performance of your campaigns. In other words, by betting on other channels, you reduce the risk of relying excessively on a single source of paid traffic
- each ad platform has its own set of users and targeting tools. Therefore, investing in more than one platform allows you to identify and reach specific audiences that may be more relevant to your products or services
- while Meta Ads remains one of the main digital advertising platforms, others can offer less fierce competition and lower cost per click With this, you can achieve a Return on Investment (ROI) more favorable
- the performance comparison between different platforms can provide valuable insights into which strategies and audiences work best for your business
In short, investing in paid traffic beyond Meta Ads opens doors to a diversity of opportunities to reach new audiences, reduce costs, and improve the overall effectiveness of your ad campaigns.
Read also Meta Ad Library: what it is and how to use it
6 platforms to go beyond Meta Ads
According to our research Paid Traffic Overview: Market perspective for Managers in 2024 which interviewed over 150 professionals in the field, Meta Ads is one of the most used platforms in digital projects, appearing in 89.1% of participants’ responses.
However, there are 6 other channels that were also present and show good opportunities to diversify investments and achieve a good ROI. Follow the list below.
1 Google Ads
Also representing a large part of the investments of paid traffic managers in Brazil, the Google Ads appeared in 85.7% of responses in our research.
While Meta Ads focuses on social networks, Google operates mainly based on searches, displaying relevant ads to users based on their search queries.
Thus, one of the main advantages is the ability to reach potential customers at the exact moment they are searching for products or services like yours. Additionally, it’s possible to display ads on Display Network, partner sites YouTube, apps, and more.
With a wide range of targeting options and flexibility in terms of budget and ad format the platform offers full control for users to get ahead of the competition and have a good online positioning.
Therefore, if you invest in Meta but not yet in Google Ads, it’s worth using both channels together to further boost your digital presence.
2 LinkedIn Ads
With 34% of responses in the Paid Traffic Overview, LinkedIn Ads focuses on business and therefore helps reach qualified professionals based on their role, industry, company, interests, and experience.
Among the main benefits of the network is the quality of the audience you can reach since campaigns can be targeted to people with specific skills, leadership positions, or particular companies, ensuring a higher degree of relevance for your messages.
Along with this, LinkedIn Ads allows access to various ad formats and has the ability to generate qualified leads, further increasing the efficiency of B2B campaigns.
3 TikTok Ads
Beyond Meta Ads, another channel that stands out in the management of paid traffic for social networks is TikTok Ads which is already part of the reality of 20.4% of respondents who participated in our research.
With millions of active users, mainly from Generation Z and Millennials, TikTok offers a great opportunity for brands to connect with an audience that values authenticity, creativity, and entertainment.
Thus, it includes a variety of ad formats such as native in-feed, sponsored challenges, branded effects, and more, allowing brands to stand out with visually engaging and interactive content.
Finally, TikTok Ads offers advanced targeting options based on interests, location, age, and viewing behaviors. This allows you to target your ads to specific users that align with your audience profile.
4 Bing Ads
It may even seem surprising to those not so familiar with the platform, but Bing Ads appeared in 7.5% of responses of the Paid Traffic Overview and allows reaching the audience both in its own search engine and in other partners of the Microsoft search network.
Its ability to reach a diversified audience including users who may not be so present on other platforms is its greatest strength. Along with this, the auction competition is usually lower compared to Google Ads, which can result in lower cost per click and a more attractive ROI for campaigns.
Like its main competitor, Bing Ads has robust targeting features, allowing you to reach your audience based on criteria such as geographic location, age, gender, device, and interests. This ensures that your ads are shown to the right people at the right time.
5 Pinterest Ads
Also present in 7.5% of responses the Pinterest Ads is ideal for businesses centered around visually appealing products or services.
One of its main advantages is its potential to reach highly engaged users at discovery moments After all, they are actively searching for ideas and inspirations, making ads on this platform highly relevant and likely to generate conversions.
Pinterest also offers a variety of ad formats, including standard Pins, video carousels, and collections. With this, you can tell engaging stories about the brand and products, leveraging the network’s visual appeal to capture your audience’s attention.
6 X Ads (formerly Twitter Ads)
Finally, the X Ads or Twitter Ads as it was known before, which represents a portion of 4.8% of respondents is an option to reach users interested in specific topics. With targeting options based on interests, keywords, followers, and events, you can direct your ads to a highly relevant and receptive audience.
The channel offers a variety of ad formats, including the promotion of tweets, trends, and accounts, in addition to enabling retargeting for site visitors or users who previously interacted. This allows you to promote relevant content directly in the feed or highlight your brand in the hottest topics and conversations.
Additionally, X offers detailed geographic and demographic targeting options, allowing you to reach specific audiences based on their location, age, gender, and language.
How to analyze paid traffic results more efficiently
Regardless of the chosen paid traffic channel to invest in, there is a golden rule applicable to all: the continuous analysis of campaigns to achieve the best possible results.
To do this more efficiently and even compare the return of platforms more simply, you can rely on the reports from Reportei.
Our integration with over 20 channels, including most of those listed here, provides you with a comprehensive analysis of your digital marketing projects, considering all strategies to achieve your goals.
Along with this, we have a artificial intelligence tool the Reportei AI that helps generate automatic interpretations of the collected data and has a chatbot, the paid traffic management assistant, to generate more precise insights about your results.
Take advantage of our 3-day free trial to explore the tools and see in practice how to create Meta Ads and other channel reports more efficiently.
Read also Paid traffic manager: understand what this professional is and does
