If you're thinking about jumping on the social PPC (Pay-per-Click) bandwagon you've come to the right place. In this article, we'll be exploring what social PPC is and how it can help drive your business as well as demonstrating some of the best practices, so you can optimise your social PPC to get the most conversions.
What is Social PPC?
Social PPC is a form of digital advertising solely displayed on social media platforms. These Ads can be targeted to groups of users based on demographics, interests and topics. Ads are typically shown in a user’s "feed" or "timeline" with some platforms allowing advertisers to select their ad placement.
For the majority of platforms, advertisers will be able to utilise two bidding strategies; CPC (Cost Per Click) or CPM (Cost Per Thousand Impressions), with other platforms allowing for things like CPA (Cost Per Acquisition). Traditional PPC goal-based metrics such as CTR (Click Through Rate), Conversion Rate and Impressions are used to measure the success of these Ads.
Keys to Success
Identify Your Audience
Defining your audience is critical in the success of social PPC. Unlike search (where anyone who searches using a specific Keyword or words is shown your ad) a lot more thought should be put into your audience in order for your campaign to be successful. Are they consumers? Business owners? Where do they work? You should also consider their age, location & interests.
By taking the time to identify your audience you ensure your Ads are shown to the correct people.
Image content is a massive part of social media and as such can play a big part in the success of your social PPC, and with good reason. The image is the first thing potential customers will see. If your image attracts their attention, they're more likely to interact with your ad.
Don't be afraid to test multiple images across your ads. It's the only way to know for sure what works for you.
Tone of Voice
Similar to ensuring your ad uses the most effective imagery, TOV (Tone of Voice) is also important. For example, if your target audience were teenagers, you'd want to ensure your messaging speaks to them directly.
TOV can take a little practice so don't be afraid to look at business similar to yours for inspiration.
Call to Action
Your CTA (Call to Action) is probably the most important part of any PPC ad and social is no different. The CTA tells the customer what you want to do, whether that's a Buy Now Button, Learn More view a particular page. Make sure your CTA is clear and relevant to your service or product.
Consider Your Budget
Depending on which of the social media platforms you decide to focus your attention on you'll need to carefully consider your budget. Platforms such as LinkedIn have the highest CPC in comparison with other social networks.
How to Measure Social CPC
How you measure the success of your campaigns will depend on your objective. But there are a few methods we find particularly valuable when it comes to measuring Social PPC campaigns.
- Return on Ad Spend, just like regular PPC measuring your revenue, the number of leads and the CPA are all excellent ways to track the success of your social PPC.
- Determine Additional Actions, aside from sales and leads you'll probably want to track the number of Likes, Follows or Fans you receive from your Ads and derive a CPA from these actions.
- CPC, it sounds obvious but CPC matters. If you're able to tap into additional audiences or targeting that can drive customers to your site for less, you can begin to maximise your ROI (return on investment).
- Landing page engagement set goals for engagement with the landing page. Whether that's time on site, the number of page views or loyalty. Don't forget about measuring the value of customers beyond social media.
Why You Should Use Social PPC
While you may have noticed that "everyone" is turning to social media to advertise their business it isn't always the strongest argument to why you should do the same.
Social PPC should be thought of in the same way display advertising, you'll be able to determine who see your ad and when, as opposed to being led there by user's search terms.
Unlike standard PPC, Social PPC has the ability to create a deeper engagement with users e.g. Like, Follow, Share and Check-In. Not just that but Social PPC is a great way to grow brand awareness, meaning that every click that doesn't convert into a sale isn't necessarily lost.
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