Discover why diversifying beyond Google Ads can save money, boost ROI, and reach niche audiences. Learn how Bing, DuckDuckGo, and Amazon can transform your strategy.
When you think of search engines, your mind probably goes straight to Google. It’s essentially the modern-day Oracle of Delphi - a name that’s synonymous with providing the answer for, well, anything.
But here’s the thing: the internet is huge. And while it might style itself as the Front Page, Google isn’t the only player at the table.
For businesses trying to make a mark online, looking beyond Google can unlock opportunities you never even knew existed.
Expanding your digital strategy beyond Google could be the smartest move you make this year. You will be able to:
Yikes! Marketing is here to help you understand how some clever diversification can help you snag the right audience, save money, and stay ahead of the pack. If you want to talk about the best possible fit for your business, get in touch with our team.
Yes, Google is massive. But putting all your marketing efforts into one platform is like eating plain toast for breakfast every day—it’s predictable, and gives you a narrow scope of experience. Diversifying your search engine strategy opens the door to fresh opportunities and audiences that may not be hanging out on Google.
Bing, Yahoo, DuckDuckGo, and even platforms like Amazon and eBay are serving millions of users daily. Why not grab a slice of that pie? Even YouTube is worth considering. While it is a Google product, it’s also the world’s second-largest search engine.
Optimising for Google’s algorithm can often feel like turning flour into bread. It’s complex, ever-changing, and sometimes feels like it’s never going to work out in your favour. With a bit of creative thinking, you can become the master baker of your marketing strategy.
Bing might not have the flashiest reputation, but it’s quietly crushing it in some corners of the web. For one, Bing’s skews towards older, wealthier, and more settled users. If your business targets professionals, retirees, or anyone who’s still using Internet Explorer (yes, it happens), Bing’s your best bet to find who you are looking for.
Plus, Bing places more weight on old-school SEO factors like exact-match keywords and meta tags. For businesses just starting their SEO journey, these simpler rules mean faster wins.
DuckDuckGo is the little engine that could. Its privacy-first approach has made it the go-to for people fed up with Google’s data mining. If your industry thrives on trust—think healthcare, finance, or legal services—you’ll find privacy-conscious users flocking here.
DuckDuckGo’s algorithm does not track users, store their IP addresses, or share personal data with third parties. All users receive the same result for their query, giving you greater consistency.
Do you have products to sell? Amazon is a search engine disguised as an e-commerce platform. And like we said before, YouTube is second only to Google in terms of search volume and audience.
These platforms bring buyers and engaged audiences directly into your sales funnel. You can provide products and services directly related to search.
Let’s talk about your bottom line. Google Ads can be pricey, especially in competitive industries. But other platforms often deliver the same (or better) results at a fraction of the cost.
Running ads on Bing is like shopping at an outlet store—you get high-quality results without the premium price tag. CPCs (cost-per-click) are often 30–50% cheaper than Google Ads, meaning you can stretch your budget further while reaching a more affluent demographic.
And here’s a kicker: Bing Ads also power Yahoo and AOL, giving you access to a decent chunk of internet searches with one campaign. This accounts for approximately 6.5% of the search market share, or over 14 billion monthly searches.
Amazon isn’t just a place to shop—it’s where people go when they’re ready to buy. Advertising here means you’re targeting customers who already have their credit cards in hand. You can jump straight into a meaningful conversation with your buyer.
Conversion rates for Amazon are insane:
If your PPC campaigns lean on transparency, running ads on DuckDuckGo can set you apart from competitors bogged down in the Google game. You’ll attract audiences who appreciate a less invasive approach to digital marketing.
As privacy concerns increase, so does DuckDuckGo’s traffic. Some reports indicate that advertisers have observed a 300% increase in referring traffic from DuckDuckGo, compared to a 54% growth from Google.
We’re not saying Google’s reign is over (far from it), but there are definite cracks in the armour. Trends in privacy, user preferences, and industry-specific needs are driving users to explore other platforms.
Let’s face it—data tracking makes people uncomfortable. DuckDuckGo has capitalised on this, and its user base is growing. It’s worth paying attention to these shifts, especially if you’re in industries that depend on user trust.
If you’re asking Alexa or Cortana for recommendations, guess what? Bing is behind the curtain powering those results. With voice search gaining traction, optimising for Bing can make your business the answer to “Where’s the best pizza near me?”
Gen Z and Millennials aren’t always Googling; they’re searching directly on platforms like YouTube, TikTok, or Pinterest. If you’re targeting a younger crowd, you’ll want to go where they hang out.
Different search engines attract different crowds. By diversifying your focus, you can connect with audiences you might otherwise miss. Here are some quickfire ways you can capitalise on each search engine’s audience.
Amazon and Pinterest are perfect for businesses selling physical products or experiences based on their mood.
If you’re in the B2B game, Bing’s integration with LinkedIn gives you access to highly targeted professional demographics.
YouTube and Pinterest are goldmines for industries like education, DIY, or entertainment through tutorials, product showcases, or inspiration boards.
We’re not suggesting you ditch Google entirely—it’s still the MVP of search engines. But a well-rounded strategy balances Google’s strengths with the unique benefits of other platforms. Here’s what we recommend:
Test the waters with a portion of your budget. Allocate 10–20% of your PPC spend to Bing, Amazon, or DuckDuckGo and track your results.
Make sure your campaigns speak the same language across platforms. If you’re promoting a seasonal sale, your Google Ads, Bing Ads, and YouTube videos should all carry the same vibe.
Track metrics like CTR, conversion rates, and ROI across platforms. Use this data to refine your strategy and decide where to double down.
Google may be the giant, but giants can be slow to adapt. By exploring other search engines and platforms, you’ll not only get ahead of competitors stuck in Google’s shadow but also find unique, cost-effective ways to grow your business.
Ready to go beyond Google and find new ways to connect with your audience? Yikes! Marketing is here to help. Let’s create a custom strategy that drives results across the board. Reach out to our team today!
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