In the fast-paced world of online advertising, standing out from the crowd is getting tougher and more expensive. As competition heats up, businesses are seeking clever ways to stretch their marketing dollars further. Enter shared ads, a smart tactic that's helping companies boost their reach without breaking the bank.

Shared ads are exactly what they sound like - advertisements created and funded by two or more businesses working together. This approach allows companies to pool their resources, combining budgets and customer data to create more powerful, targeted campaigns. The result? Higher-quality leads at a lower cost per acquisition.

This collaborative strategy isn't just about saving money; it's about expanding your audience. By partnering with complementary businesses, you can tap into new customer bases that align with your target market. For example, a fitness app might team up with a health food brand, reaching potential customers who are already interested in wellness.

Getting started with shared ads is simpler than you might think. You can reach out to companies you already know and trust, or use online platforms designed to match businesses for ad partnerships. The key is finding partners whose products or services complement yours without directly competing. With shared ads, you're not just splitting costs - you're multiplying opportunities.

Why this works

Shared ads work effectively for several reasons:

1. Cost efficiency. By splitting advertising costs, businesses can afford higher-quality placements or more extensive campaigns than they could individually. This is particularly beneficial for startups and small businesses with limited marketing budgets.

2. Expanded reach. Partnering with complementary companies exposes your brand to new, relevant audiences. For instance, a SaaS project management tool might team up with a time-tracking app, reaching potential customers who are already interested in productivity solutions.

3. Enhanced targeting. Combining customer data from multiple sources allows for more precise audience targeting. This results in higher-quality leads and a lower cost per acquisition.

4. Increased credibility. When customers see your brand alongside other reputable companies in your industry, it can boost your perceived authority and trustworthiness.

5. Synergistic effect. The right partnership can create a "1+1=3" effect, where the combined impact of the shared ad is greater than what each company could achieve separately.

6. Resource pooling. Beyond just money, shared ads allow companies to combine creative resources, marketing expertise, and industry insights.

7. Risk mitigation. Sharing the cost of advertising also means sharing the risk, making it easier for businesses to experiment with new ad formats or platforms.

8. Competitive advantage. In crowded markets, shared ads can help smaller players compete more effectively against larger competitors with bigger budgets.

To implement shared ads effectively:

• Choose partners wisely. Look for companies that complement your offerings without direct competition. For example, an e-commerce platform might partner with a shipping software provider.

• Align goals and metrics. Ensure all parties agree on campaign objectives and how success will be measured.

• Create cohesive messaging. Develop ad content that seamlessly integrates both brands while addressing customer pain points.

• Use tools like Cohoist. Platforms like Cohoist can help you find suitable ad partners and manage campaigns efficiently.

• Test and optimize. Start with small-scale campaigns and use data to refine your approach over time.

By leveraging shared ads, internet businesses can maximize their advertising impact while minimizing costs, creating a win-win situation for all parties involved.

How you can steal this

Here's how you can implement shared ads for your internet business:

1. Identify potential partners. Look for companies that complement your offerings without direct competition. For example:

   • SaaS company. A project management tool could partner with a time-tracking app or a team communication platform.
   • E-commerce store. An online fashion retailer might team up with a jewelry or accessories brand.

2. Reach out and propose collaboration. Contact potential partners directly or use platforms like Cohoist to find and connect with suitable ad partners.

3. Define campaign objectives. Agree on clear, measurable goals for your shared ad campaign, such as:

   • Increasing brand awareness
   • Driving website traffic
   • Boosting free trial sign-ups
   • Growing email newsletter subscriptions

4. Pool resources and data. Combine your advertising budgets and share relevant customer data to create more targeted, effective campaigns.

5. Craft compelling ad content. Develop ads that seamlessly integrate both brands while addressing customer pain points. For example:

   • Digital product creator. A course creator partnering with a productivity app could offer a bundle deal: "Master time management with our online course and stay organized with [Partner App]."

6. Choose ad platforms strategically. Select platforms where your combined target audience is most active. This might include:

   • Social media ads (Facebook, Instagram, LinkedIn)
   • Google Ads
   • Sponsored content on relevant blogs or industry publications

7. Set up tracking and attribution. Use UTM parameters or other tracking methods to measure the performance of your shared ads and attribute conversions accurately.

8. Start small and scale. Begin with a limited test campaign to gauge effectiveness before scaling up your shared ad efforts.

9. Analyze and optimize. Regularly review campaign performance and make data-driven adjustments to improve results over time.

10. Explore different ad formats. Experiment with various ad types to find what works best for your partnership:

    • Marketplace app. A freelance platform partnering with a invoicing tool could create video ads showcasing how the two services work together seamlessly.

11. Consider cross-promotion. In addition to paid ads, explore opportunities for mutual promotion through email newsletters, social media shoutouts, or blog collaborations.

12. Maintain clear communication. Establish regular check-ins with your ad partner to discuss campaign performance, share insights, and plan future collaborations.

By implementing shared ads, you can maximize your advertising impact while minimizing costs, creating a win-win situation for all parties involved. This approach is particularly beneficial for startups, small businesses, and digital entrepreneurs looking to compete effectively in crowded online markets.

Examples of shared ads

Let's explore some real-world examples of shared ads that highlight the power of this collaborative marketing approach:

• SaaS company. A project management tool partnered with a time-tracking app to create a joint Facebook ad campaign. They offered a bundled discount for new users who signed up for both services, resulting in a 30% increase in trial sign-ups for each company at half the usual cost per acquisition.

• E-commerce store. An online sustainable clothing brand teamed up with an eco-friendly skincare company for a series of Instagram Story ads. By cross-promoting each other's products, they expanded their reach to environmentally conscious consumers and saw a 25% boost in website traffic.

• Digital product creator. A course creator specializing in digital marketing joined forces with a social media scheduling tool for a YouTube ad campaign. They showcased how their combined offerings could help small businesses grow their online presence, leading to a 40% increase in course enrollments and a 35% uptick in software subscriptions.

• Marketplace app. A freelance platform collaborated with an invoicing software company to run LinkedIn ads targeting independent professionals. The shared campaign highlighted how freelancers could find work and manage their finances seamlessly, resulting in a 50% increase in new user registrations for both platforms.

• Subscription box service. A monthly book subscription box partnered with a reading tracking app for a Twitter ad campaign. They offered a free three-month app subscription with every new box sign-up, leading to a 20% increase in long-term subscribers for both services.

• B2B software provider. A customer relationship management (CRM) tool teamed up with an email marketing platform for a Google Ads campaign. By showcasing their integrated solution, they saw a 45% reduction in cost per lead and a 60% increase in demo requests.

• Online education platform. A language learning app collaborated with a travel booking site for a TikTok ad series. They created engaging videos showcasing how users could learn a new language and plan their next international trip simultaneously, resulting in a 55% increase in app downloads and a 40% boost in travel bookings.

• Fintech startup. A budgeting app joined forces with a cryptocurrency exchange for a podcast advertising campaign. By educating listeners on personal finance and crypto investments, they experienced a 70% increase in new user sign-ups and a 50% rise in first-time crypto purchases.

• Content creation tool. A graphic design platform partnered with a stock photo website for a Pinterest ad campaign. They demonstrated how users could easily create stunning visuals using both services, leading to a 40% increase in premium subscriptions for each company.

• Health and wellness app. A meditation app teamed up with a sleep tracking device for an influencer marketing campaign on Instagram. By showcasing the combined benefits of mindfulness and sleep analysis, they saw a 60% increase in app downloads and a 45% boost in device sales.

These examples demonstrate the versatility and effectiveness of shared ads across various industries and platforms. By finding the right partner and crafting a compelling joint offer, internet businesses can significantly expand their reach and improve their marketing ROI.