Microsoft Ads, Quora, and More: The Ultimate Guide to Alternative PPC Platforms

So, you are a paid search expert working to build flawless cross-platform ad campaigns for a brand/business. 

At the top of your list, you’d probably tilt in favor of Google and Facebook as the chosen platforms on which to run your campaigns. 

However, with the increasing costs associated with these platforms, not to mention the rising competition, it doesn’t hurt to look around for alternative PPC platforms.

On that note, we at Mavlers have our in-house paid search engine expert Madhu KA, sharing his honest and unbiased views on the opportunities offered by popular alternative PPC platforms that you might want to consider for running your next ad campaign.

By the end of this blog, you will have clarity on the alternative PPC platform options and why you should consider them. 

Strap on those seatbelts, people because things are about to go “social”! 😉

Source

1. Bing Ads

Bing Ads, now known as Microsoft Advertising, might not have the same glamour as Google Ads, but it’s far from insignificant. 

Bing quietly powers searches across Yahoo, AOL, and even some Windows devices by default. While people may not actively choose Bing, its ecosystem ensures it’s part of the conversation. And that’s an opportunity for savvy advertisers.

Here’s why Bing Ads should be on your radar;

• Budget-friendly clicks: Bing Ads often cost less per click than Google, meaning your budget stretches further.
• Tailored audience: Bing tends to attract an older crowd, which is perfect for targeting users 40+ with higher spending power.
• Effortless setup: Already advertising on Google? Import your campaigns into Bing Ads in just a few clicks.

Pro tip: Bing Ads is a good choice for niche products or services, especially when targeting mature audiences or regions where Google isn’t as dominant.

2. Quora Ads

Quora isn’t just a platform for curious minds—it’s a hub where users actively seek solutions, recommendations, and advice. This makes it a prime destination for intent-driven advertising. If you’ve got a SaaS product, niche service, or anything that solves a problem, Quora is where your audience is ready to listen.

Here’s why you could consider advertising on Quora;

• High-intent users: People on Quora are in “problem-solving mode,” so your ads feel more like helpful solutions than interruptions.
• Pinpoint precision: Target ads based on interests, keywords, or even specific questions for laser-sharp relevance.
• Lead nurturing made easy: Quora’s retargeting features allow you to reconnect with users who’ve already interacted with your brand.

Pro tip: You can use it to align your ads with high-value questions in your niche. Try to create ads that answer a user’s query, seamlessly integrate into their experience, and boost credibility.

3. Reddit Ads

Reddit is more than just a website; it’s a collection of digital communities (called subreddits) where people with shared interests come together. With thousands of niche groups to choose from, Reddit Ads lets you deliver your message directly to your ideal audience. But here’s the catch—Redditors value authenticity, so your approach matters.

Here’s what makes Reddit Ads stand out:

• Community-centric ads: Advertise directly within subreddits like r/Fitness or r/DIY, and speak to highly engaged communities.
• Conversations that matter: Reddit’s users look forward to ads that add value and feel genuine, so make sure your content contributes rather than disrupts.

Pro tip: Before you get down to running an ad on Reddit, spend time understanding the needs and challenges of the community you seek to approach. 

Redditors have a knack for spotting insincerity, so stay authentic and avoid salesy endeavors.

4. Pinterest Ads

Pinterest isn’t just about pretty pictures; it’s also a platform for planners, dreamers, and buyers. 

Whether someone is planning a wedding, a home renovation, or a wardrobe upgrade, Pinterest is where you can see inspiration meet action.

Let’s see why Pinterest Ads makes for a cool choice:

• Visually driven: High-quality visuals that tell a story can captivate Pinterest users and drive them to take action (click on that CTA you spend hours writing!)
• Longevity of ads: Unlike other platforms, your Pinterest ads can keep delivering results long after they’re launched.
• Shopping-ready users: Many Pinterest users already have a buying mindset, making it easier to convert them into customers.

Pro tip: Deploy high-quality, professional, attention-grabbing images that showcase your product. Also, consider adding direct links to your e-commerce store to make purchasing seamless.

5. Twitter Ads

Twitter is the go-to platform for fast-paced, real-time conversations. 

Whether it’s a trending event, a viral moment, or a breaking story, Twitter Ads can catapult your brand into the spotlight. 

It’s quite a good option for businesses that thrive on cultural relevance and timely engagement.

Let’s delve into exactly why Twitter Ads work:

• Event-centric targeting: Reach audiences during live events, trending moments, or viral discussions to maximize impact.
• Hashtag power: Target users by the hashtags they follow or engage with for added relevance.
• Quick and impactful: Twitter’s format demands concise, compelling messaging—perfect for brands that can deliver quick punches.

Pro tip: Make use of promoted tweets to share timely messages during live events or trending topics. When done right, they can grab attention and drive engagement.

The road ahead

While Google and Facebook will likely remain dominant forces in PPC advertising, they aren’t your only options! Feel free to experiment with platforms like Bing, Quora, Reddit, Pinterest, and Twitter, which offer fresh opportunities to connect with diverse audiences while keeping your costs in check.

We now suggest reading ~ The Art of Scaling Paid Media Campaigns: When to Double Down and When to Pull Back.