Social PPC Strategy
Social PPC may not have the strength of a Google AdWords campaign, but it is an effective way to reach new customers as well as refine ad targeting for existing customers.
While social media marketing is effective for building your brand, interacting with consumers, and marketing your products organically, social PPC can give you an edge over competitors by increasing leads, potential sales, and reaching new consumers without necessarily going viral.
Social PPC should be used by businesses with clear marketing objectives and a target audience. PPC ads on social networks can expand your B2B marketing operations, and market directly to consumers who follow your competitors.
While social PPC will not generate the same amount of impressions or sales as search PPC, the ROI of paid ads on social media accounts you are active on will surely present another revenue stream in itself.
Google AdWords has its own social media extensions and Twitter, Facebook, and LinkedIn have their own promotional tools available to expand your business reach. Here, we’ll discuss how to set up your own campaigns on each of these networks and increase your sales and audience reach.
Social PPC Strategy: Facebook
In terms of social media marketing, Facebook has the highest number of active monthly users and ads have become increasingly more competitive and expensive over the past few years. Facebook presents advertisers with a number of tools, such as audience insights, which can allow marketers to direct ad placement to specific demographics. If you’re looking to reach new consumers, Facebook also allows marketers to exclude people who have already liked your page and can be displayed directly within user news feeds.
Facebook is especially good for social PPC campaigns that specialize in B2B marketing. The Facebook Power Editor allows you to directly target ads to people who like or follow competitor profiles. Facebook custom ads also allows marketers to direct ads to people on their phones, emails, and with their Facebook user IDs.
It’s important in any social PPC campaign that ads are relevant to the landing pages as a higher ad relevance will decrease your CPC. In terms of A/B testing we recommend that marketers stick with a specific ad campaign and manipulate individual elements of the ad to find the best results. Remember, social PPC is based in targeting specific individuals and driving the right kind of traffic to your landing pages–this provides the best chances of conversion.
Typically, social PPC ads will be a bit more expensive than search PPC campaigns in terms of CPC, but building that 20% base of customers who will end up buying 80% of your products will be worth it in the end. Facebook and sites like Pinterest (which presents a vastly different and smaller demographic) is one of the best ways to reach this 20%.
Social PPC Strategy: LinkedIn
LinkedIn has one of the most robust audience targeting features of any social network, and is the optimal platform to target individuals at specific jobs levels, education levels, and professions.
LinkedIn allows marketers to set up micro campaigns, which can be more cost effective and can be used to set up hundreds of campaigns aimed at specific individuals of a certain job title. When deciding to undertake sponsored ads or sponsored updates for your campaign, we recommend that marketers used sponsored updates as it has historically had greater results and that you measure your campaign based on CPC.
Unfortunately, be ready to spend over $5 a click. But with over 350 million active users, LinkedIn is one of the best ways to market directly high level professionals and even post job listings or services.
Social PPC Strategy: Twitter
Twitter can become more costly than other social PPC sites if you do not market your ads carefully. Twitter’s ads are priced based on user engagement rather than clicks, which means that marketing to vast users over multiple handles and industries without a large number of conversions will burn through your budget very quickly.
In terms of a Twitter budget, the higher the amount of engagement your ads receive the lower you will pay for for each engagement. Fortunately, Twitter’s promoted tweets and direct marketing to users with specific handles can be a great way to market to users relevant to your industry and interested in your brand.
Twitter allows for both customer- and keyword-based targeting. Decide which strategy is best for your budget and marketing campaign and segment your audience accordingly. If you choose to conduct consumer marketing carefully select keywords that can still be used to entice users you know will engage with your ads or promoted tweets.
Twitter can be good for reaching new consumers, but it’s best for reaching consumers you absolutely know will engage with your product, brand, or service. Anything below a 0.60% engagement rate will be deemed as irrelevant and not be shown across Twitter.
Social PPC Strategy: Final Thoughts
Social PPC is a great resource to target consumers who you know will be interested in your products and services. While search PPC is generally cheaper and leads to greater impressions, social PPC can be the ideal way to capture loyal consumers who make up that 20% of your consumer base who represent the 80% of your revenue.