22 Overlooked Digital Advertising Channels That Can Drive Acquisition
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22 Overlooked Digital Advertising Channels That Can Drive Acquisition
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Everyone is gobbling up ad inventory on Facebook and Google. Here, dozens of marketers share the overlooked advertising channels that also drive leads.
When it comes to advertising online, the vast majority of marketers look to the same handful of digital ad channels.
They’re popular because they work—but that popularity also makes for competitive ad space.
With all that’s out there in the digital landscape, we knew there had to be hidden gems where marketers could win traffic and leads, without all the competition and big-budgets. So we asked 61 marketers about the most effective, lesser-known digital ad channels they use, and they didn’t disappoint. We heard about 24 different ad channels where marketers can get real results.
Which type of digital advertising is most effective?
The marketers we spoke with offered a wide variety of ad channels that have the potential to drive real acquisition—but there were a few key categories that stood out. Namely, social media and paid search.
Those are pretty standard types of digital advertising—the kind you’ll find in most marketers’ arsenals. Still, we heard about several unexpected ways to leverage those channels to avoid the competition of traditional digital ads.
24 Overlooked Digital Advertising Channels That Can Drive Acquisition
Social Media Advertising
1. LinkedIn Sponsored Content
While plenty of companies are active on LinkedIn, fewer take advantage of the paid advertising side of this social network. According to Chantelle Stevenson of ClearPivot, “LinkedIn is a very underrated digital advertising channel.”
As Conversion Hut’s Dale Broadhead explains it, “The problem with Facebook Ads and Google Display is that it’s restrictive in terms of the targeting for B2B audiences. Advertising on LinkedIn,” Broadhead added, “allows you to build amazingly accurate audiences of prospects that are the ideal buyers for a product or service.”
Amanda Foushee of Marsden Marketing says they’ve seen great results from LinkedIn Sponsored Content, too. “LinkedIn Sponsored Content has a great engagement rate that drives leads. With the ability to segment audiences by job title, we’re able to get our content in front of the people it would benefit the most. It acts as a small-scale ABM engine for our company.”
Editor’s note: Want a better way to measure and report on LinkedIn Ads campaigns? Download this free LinkedIn Ads: Campaign Performance dashboard to track key metrics like impressions, average CTR and engagements by campaign, and more.
2. Facebook Groups and Sponsored Messages
If you’re thinking Facebook is far from a lesser-known ad channel, you’re right. But there are actually several ways to advertise on Facebook that are underutilized since most companies focus on Timeline and sidebar ads. The two we heard most about were:
-Facebook Groups
-Sponsored messages
“Facebook Groups give us huge visibility as a brand with pinned posts, live Q&As and more,” said Devin Stagg of Pupford.
“Everyone knows about Facebook, but there’s an advertising channel inside Facebook that a lot of business owners aren’t aware of, and that’s sponsored messages,” said Ronald D’souza of Angel Jackets. “These type of ads allow you to send specially crafted messages to a user’s inbox. It’s an excellent tool for driving engagement and actions related to your business while reducing bounce rate.”
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