4 Reasons to Branch Out from the Big 3 Search Networks

Everyone and their brother knows about Google, Yahoo, and Bing. But have you tried an alternative search network instead?

Alternative search engines can provide you with the same links as the big three, and probably a little extra. There are some serious perks you’re missing out on if you haven’t tried advertising with them yet.

Go ahead and treat yo’ self.

1. You’ll Reach a Focused Audience

I’m not here to lie to you. I’m not going to tell you most searches go through alternative search engines. Most people use the big three (that’s why they’re called the big three, after all). But there’s a market for those users who don’t turn to the largest engines.

Who are these users you may ask? Your targeted market.

Search engines like “business.com” provide you with a market that is small and focused. People using business.com, for example, are looking for something related to business.

Now Google links to articles related to search keywords in your campaign as well. But a specialized site will make those results concise for customers who mean business. Pun intended.

Choosing what network is best for your business is key here. Not all ad networks are created equal. Assessing your company’s needs before starting will help narrow down what networks fit.

2. It’s More Cost Effective

You could be getting a lot more for your money outside your main campaigns by going alternative.

Search Engine Journal looked at over 27,000 results for the keywords “dinner for two.” They report that the average cost per click was $73.81 with high competition, according to SEMrush data.

Industries like insurance and law report much higher keyword prices, some closer to $100 per click. For example, “truck accident attorney Los Angeles” can sell for $484.90 per click.

To keep that in perspective, $480 could buy you 1.2 new iPad Minis. Or better yet, 60 months of Netflix.

CPC for alternative search engines vary, but will still be more cost efficient than some other networks. The price will depend on the network and keywords you’re bidding on.

At the risk of sounding like a broken record, it’s extremely important to do your research. Know your needs and budget accordingly for best results.

3. You Get Better Customer Service

When you shop at a small local store, you experience customer service that you may not get at a larger chain. That’s because you matter to them.

Your business impacts their profits in more significantly than at large companies. At larger organizations, your business gets mashed up with loads of other clients. Smaller companies have less customers, so there’s more time to focus on each one.

The same goes for alternative networks. Your campaigns are treated like their campaigns. They’re highly invested in your success so you’ll keep using their products. A happy customer is a repeat customer.

For you, this means a high attention to customer care and problem solving. Sure, your other campaign networks also care about you, but they have a lot of clients to deal with all at once. This inherently makes them slower in tending to your needs.

4. It’s Always Good to Diversify

It’s a good idea to expand your campaigns outside the big three as a precaution. Imagine your Google AdWords campaign isn’t performing and is taking a while to optimize. This could hurt overall traffic. But if you’re also advertising on other networks, they can make up for the missed traffic and conversions.

But diversifying alone won’t guarantee success. Successful alternative campaigns can provide peace of mind, and buy you time to recover from losses on another network. The saying, “don’t put all your eggs in one basket” exists for a reason.

PPC Hero says choosing an alternative search network for a campaign also allows room for growth. While most users now choose Google or Yahoo, who’s to say it will always be that way? Now, I’m not suggesting an alternative search engine will soon beat Bing on traffic. But it’s smart to think ahead.

You don’t want to be one of those people that only relies on one source for their campaigns.

So…Why Haven’t You Tried It Yet?

Smaller search engines are nothing to scoff at. Going head to head with the big three takes courage and innovation.

None of them provide the same experiences as Google or Bing. What would be the point of that? These alternative engines offer you more because of their size. Smaller companies aren’t stretched as thin, and can focus on you.

What does all this mean for you? Benefits. Simply put, alternative search networks give you more for your time and money.

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