Pay Per Click Advertising mainly consisted of Google’s Tertiary Ad network Google Adwords and few 2nd tier networks. It wasn’t till Facebook burst into the scene that we were all exposed to a new form of marketing. Social Media Pay Per Click was birthed from advertisers and investors seeing the opportunity to capitalize on social traction. While social media pp and search engine ppc target different demographics they are only competing for one thing –your budget.
So how do you determine if social media pay per click will suit for business model or how much money you should delegate towards driving traffic from social networks? It’s simple. Test, test and test again. Invest in tracking systems and analytical solutions and optimize campaigns for maximum profit but before you do that The Social Media People are willing to impart their knowledge on conventional PPC and social media advertising.
When a prospect types a search term into Google, they are actively seeking for a solution to their problem, They might be looking for more information on a certain topic however they are more inclined to purchase or take action on the solution you provide. In similar fashion network CTR plummets for non-search users in social advertising, ads maybe shown to non-interest users.
The premise of search engine advertising is based on keyword targeting so search volumes and other factors like customer intent come into play as well. Facebook uses it’s huge collection of data to determine ad placement- this is done through their interests, age, sex, relationship status. A goldmine for advertisers who are looking to get new prospects from Facebooks user base. Is your target market single woman over 50 who are into historic art? Then you are in the right place.
As a relatively new form of advertising, social media is relentlessly evolving hence it’s best of stay ahead of the curve. This has caused major businesses to consider putting their advertising efforts into the social space rather than just Google. The one knock on social is that it’s interruptive advertising therefore a lower click through rate. However don’t expect this to last for much longer with the recent evaluations of Facebook and Zynga, companies are seeing the value in marketing on social platforms.
Big businesses are able to leverage the power of social ads through targeting their specific customersby displaying ads that target their own competitors or similar non competitive products/services. Facebook offers fan pages and through newsfeeds a users action (ie liking a page) can be displayed to their friends thus amplifying your ads reach. The potential for viral advertising is unprecedented and nothing even comes close. So whether you are targeting Redbull fans or moms working from home you pitch could be seen by100s of people through peer recommendation.
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