PPC, or Pay-per-Click, is an online advertising model where advertisers sponsor relevant search results that users see on search engines like Google and Bing. The sponsored search ads will display when users visit the search engines.
Customers are directed to the company website or landing pages to read about the product. The best thing about PPC advertising is that there is very little commitment since the advertiser only pays for the leads, not the marketing.
PPC advertising model is easy to set up and transparent. You pay for the results you get, especially the interest you generate for your brand.
Today, let's explore what might work better for your PPC campaign, social media ad or search ads. Here's what you need to know:
Social Media Ads
Social media ad is a native format that integrates them with the social media platform. For instance, you can use Pinterest's 'Promoted Pins' where you can have a sponsored post on Pinterest. If your visitors click on it, they will be directed to your website.
On the other hand, if you use Facebook's 'sponsored post', it will be shown within the sponsored post at the top of your page. Your visitors can then click it and be directed to your website.
Your social media ads are paid by cost per click (CPC) or cost-per-1,000 impressions (CPM). You may promote your brand on Twitter, Instagram, Facebook or LinkedIn. You can also see what works best for your campaign, which is the ultimate goal of your marketing effort.
Search ads are advertisements which are shown on search engine websites. When the users search for a particular keyword or key phrase, the ads will show up according to the bid price you set.
Search ads are based on the cost per click (CPC) and cost per mile (CPM). The keyword selection is more important in search ads. You need to determine which keyword is the most relevant to your niche. I suggest you start bidding your search ads on the lesser-known keyword, which is highly searched.
Social Media Ads vs Search Ads
In terms of gaining traffic, it is much easier if you use social media ads. With social media ads, you can reach more people, most of which are relevant to your business.
For example, if you post on Facebook, you will have access to 2 billion users globally. On the other hand, with search ads, you will only be shown to the people interested in the keyword you bid on. You may end up targeting a very small audience.
In terms of conversion rate, search ads have the advantage. You need to sort out the traffic that comes from search ads as compared to traffic from social media ads. The conversion rate for search ads is typically higher because the people who come from search ads are actively looking for solutions to their problems. The conversion rate for social media ads is not as good as search ads because people are not actively looking for solutions.
At the end of the day, you need social media and search ads to take your business to the next level. You don't have to spend money on both at the same time. If you can afford it, you can test both. Try to understand which ad attracts more traffic at a lower price. However, if you are just starting a campaign, it might be good to start with search ads to sort out what works and doesn't. Then, move on to social media ads.
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