Pay-per-click advertising has, for many businesses, presented a very viable opportunity when it comes to online marketing. Essentially purchasing online ad space means a company can effectively target a certain group of consumers, paying only when the ad is clicked on. Traditional PPC has been around for a while, but the rise of social PPC is rather new – and this week we’ve got a social PPC update to help you keep up.
Not sure what social PPC is? Simply stated, social PPC is pay-per-click advertising on a social media site, rather than traditional PPC on a search engine. For example, you can purchase this virtual ad space on Facebook, Twitter and LinkedIn – and all have been found to be quite effective.
Social PPC is usually less expensive that traditional, probably because people are less in shopping/searching mode when on their social networks, whereas on Google the main reason the ad will appear is because a key term has been searched.
What’s the main difference between social PPC and traditional PPC (think Google)? The main difference is that social PPC lets put your brand in front of people based on their personal attributes, attributes you choose, such as age, sex, location and interests, whereas traditional PPC targets based on what people are actively searching for, key terms or phrases.
So, about that update; what do the big players on the social PPC stage have on the go as far as your ability to advertise?
Facebook PPC: Facebook has made significant changes to its set-up since it first started doing social PPC, and a recent update to Dynamic Ads has made it even better. The most recent change means that even more targeted product ads are being shown to users based on factors such as their browsing activity, Facebook behaviour (clicks, likes), interest, pages, and of course, demographics. And instead of just remarketing to customers who already know about your brand, these changes allow you to reach new customers as well.
Instagram PPC: Last August, Instagram launched ‘Instagram Stories,’ a way for users to create image groups or videos which are shared at the top of the page. The use of stories has contributed to more content and engagement, especially for businesses, and now the network has improved it even more by allowing stories analytics so businesses can see just how well their posts are doing. However, the main point here is that Instagram is getting ready to roll out full screen ads in stories, letting you use targeting, reach and measurement capabilities that make your ads personally relevant to the people you want to reach. Perfect.
Twitter PPC: Lead Generation Cards are not new, but since they are so little taken advantage of, they deserve a nod on this update list – even if only to bring them to your attention. With a Lead Generation Card, you attach a ‘card’ to your tweet and it adds an image, an offer and a call-to-action button. These are proving to be highly effective in converting leads.
When it comes to social PPC, across the board social platforms have evolved. Whereas ads used to be in sidebars now they are put in the timeline feed. On most you can sponsor content like blogs or just run straight ads. The sky is the limit – or it soon will be.
If you’re interested in finding out more about social PPC or to find out how to make your PPC campaign garner the most results, get in touch with Marketing Force today by calling 1-888-766-1221. We’ve got you covered and up-to-date!