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Online Advertising (PPC)

PPC (Pay Per Click) marketing is paid advertising. You’re probably most familiar with PPC on search engines such as Google and Bing. Social PPC is for paid advertisements on social media platforms specifically. Ads are placed on a user’s feed/timeline and can be targeted to certain demographics based on age, gender, location, interests, and other types of data depending on the platform’s information gathered on its users.

Online ads are priced on a CPC (cost per click) or CPM (cost per 1,000 impressions). Things like CTR (click through rate), CR (conversion rate), and the number of impressions are used to determine visibility, engagement, and overall effectiveness of an ad.

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How PPC Advertising Can Help Your Business Grow

It’s essential to understand that social PPC won’t drive and convert sales or sign-ups the same way search ads do. So how exactly does it benefit your business? Advertising on social media should instead be viewed as a branding opportunity. Social media users aren’t going out of their way to search for your ad like search engine users are. Instead, your ad is being displayed to them through their feed or timeline, giving your brand or business an opportunity to catch their eye.

An edge that social PPC offers that search engine PPC advertising lacks is the type of engagement users have with your advertisement. The benefit of this is the users who happen not to convert into a sale or sign-up have more ways to engage than just clicking on your advertisement to be redirected to your website or landing page. Targeted users have the ability to follow your account, like your post, re-tweet it or share it with their friends and followers, and even reply or comment with their own opinion. This makes for a more personalized experience with your demographic, being extremely beneficial for your brand awareness.

Social PPC ads should be focused on being engaging rather than pushing sales and conversions. It goes without saying that social media platforms are a place for people to socialize. By creating ads that are relatable, fun, friendly, and potentially viral, they will result in more shares, likes, and comments, giving you a better ROI in terms of brand visibility and awareness. Social PPC gives your social media pages the potential of generating organic traffic and engagement. Who doesn’t want that?

Where to Run PPC Advertisements

Like we mentioned earlier, platforms such as Google, Facebook, Instagram, and Twitter offer the ability to run PPC advertisements to their users. All of these platforms offer your brand or business the ability to:

  • Generate new traffic to your website or landing page
  • Increase brand awareness
  • Generate leads (on Facebook and Instagram)
  • Engage your audience
  • Generate conversions (sales, email sign-ups, and/or memberships)

Other platforms like LinkedIn, Yelp, FourSquare, and even Reddit offer users the ability to run advertising campaigns. Depending on what platform you decide to run ads on, the ability to specify demographics will differ. It’s also important to understand that the users on each social media will respond to ads differently.

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