Most small business owners think of search engine marketing, or SEM, as one thing: Google Ads. While Google is a powerhouse, focusing only on it means you are missing out on millions of potential customers. To truly grow your business, you need to look beyond Google and explore other powerful platforms.
We will show you how to find new customers on Bing, TikTok, and Amazon. These platforms offer unique SEM opportunities that can help you reach different audiences and achieve your business goals. Let’s dive into how you can use them to your advantage.
Why You Should Look Beyond Google Ads
Relying solely on Google can be a risky strategy. It is a very competitive space, which often means higher costs for your ads. When you bid for popular keywords on Google, you are competing against big companies with huge marketing budgets. This can make it tough for a small business to stand out.
By diversifying your SEM efforts, you protect your business. If your Google Ads account faces an issue or if costs suddenly spike, having ads on other platforms provides a safety net. More importantly, you get to connect with customers where they are already spending their time, whether they are searching for products, watching videos, or shopping online.
Tapping into a Mature Audience with Bing Ads
Bing, now known as Microsoft Advertising, is often overlooked. But it holds a significant share of the search engine market, especially on desktop computers. The users on Bing are typically older, have higher incomes, and are more likely to make a purchase after clicking an ad.
Who Uses Bing?
Think about your ideal customer. If they are over 35, have a college degree, and earn more than the average person, they are likely using Bing. This is often because Bing is the default search engine on Windows PCs and Microsoft devices. This audience is less about quick browsing and more about making thoughtful purchasing decisions.
A Real World Example
Consider a local law firm specializing in estate planning. Their target clients are often older individuals and families thinking about their financial future. While advertising on Google is an option, the competition is fierce. By running ads on Bing, the firm can reach a more concentrated group of their ideal clients at a lower cost per click. They find their ads are shown to people actively looking for their specific services, leading to more qualified leads.
How to Get Started on Bing
Getting started with Microsoft Advertising is simple, especially if you already use Google Ads.
- Import Your Campaigns: Microsoft Advertising allows you to directly import your existing campaigns from Google Ads. This feature saves you a lot of time and gets your ads running on Bing quickly.
- Adjust Your Bids: Bing generally has lower competition, so you can often bid less for the same keywords. Monitor your campaign performance and adjust your bids to find the right balance between cost and visibility.
- Use Unique Features: Explore Bing’s special features, like its visual search capabilities. These can make your ads more appealing and help you stand out.
Engaging a Younger Crowd with TikTok Ads
TikTok is more than just a platform for viral dances. It has become a massive hub for discovery and commerce, especially among younger generations. Its powerful algorithm shows users content they are likely to enjoy, and that includes ads that feel like native content.
Who Uses TikTok?
The primary audience on TikTok is Gen Z and millennials. They come to the platform for entertainment, connection, and to discover new trends and products. Unlike traditional search engines where users look for something specific, TikTok users are often in a discovery mindset. This makes it a great place to introduce your brand to a new, engaged audience.
A Real World Example
Imagine a small business that sells unique, handmade phone cases. They create short, catchy videos showing off their designs. They use popular sounds and trends to make their content feel fun and native to the platform. By promoting these videos as TikTok ads, they can reach thousands of users who have shown interest in phone accessories and creative products. The ads lead directly to their online store, turning viewers into customers.
How to Get Started on TikTok
Advertising on TikTok requires a creative approach.
- Create Authentic Content: Your ads should look and feel like regular TikTok videos. Use your phone to film, embrace trends, and keep it real. Polished, corporate style ads usually do not perform well here.
- Target the Right Audience: TikTok’s ad manager lets you target users based on their interests, behaviors, and demographics. Get specific to ensure your ads are shown to people who are likely to be interested in your product.
- Start with a Small Budget: You do not need a huge budget to see results on TikTok. Start with a small daily amount to test what works. Track your views, clicks, and conversions, then invest more in the ads that perform the best.
Reaching Shoppers on Amazon Ads
When people are ready to buy something, many go directly to Amazon. It is not just an ecommerce site; it is a massive search engine for products. If you sell physical goods, advertising on Amazon is a must. You can place your products right in front of people who are actively looking to make a purchase.
Who Uses Amazon?
The audience on Amazon is vast and varied, but they all have one thing in common: high purchase intent. They are not just browsing; they are on a mission to buy. This makes Amazon an incredibly powerful platform for driving sales and growing your product based business.
A Real World Example
Let’s say you sell organic dog treats. A customer goes to Amazon and types “organic dog treats” into the search bar. With Amazon Ads, your product can appear at the top of the search results as a “Sponsored Product.” The customer sees your high quality treats, reads the positive reviews, and adds them to their cart. You have made a sale by being in the right place at the exact moment a customer was ready to buy.
How to Get Started on Amazon
Amazon Advertising offers several ad types to help you reach shoppers.
- Sponsored Products: These ads are the most common. They appear in search results and on product pages. They are great for boosting the visibility of individual products.
- Sponsored Brands: These ads appear at the top of search results and feature your brand logo, a custom headline, and multiple products. They are excellent for building brand awareness.
- Start with Automatic Targeting: When you create your first campaign, use automatic targeting. Amazon will automatically show your ads to relevant shoppers. Over time, you can analyze the data and switch to manual targeting for more control.
Your Next Steps
Expanding your SEM strategy beyond Google is a smart move for any small business. By exploring platforms like Bing, TikTok, and Amazon, you can connect with new audiences, lower your advertising costs, and drive more sales. Each platform offers unique benefits, so choose the ones that best align with your brand and goals.
Ready to explore these opportunities but not sure where to begin? MoDuet can help. We specialize in creating custom SEM strategies that deliver real results. Contact us today to learn how we can help your business grow.
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