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When, why and which businesses benefit from Social pay per click marketing (PPC)?

What is Social PPC?

Social Pay per click advertising is the term given when someone will pay a social media platform, such as Facebook, an amount of money every time their advert gets a click, impression or action.

An impression is where your advert has been viewed by someone but no action taken, no lead, and no engagement. This might be important just for brand awareness.

An action might be liking a page, or post, entering details into a form fill, or clicking through to a website. The different social platforms might include Facebook, Instagram, TikTok, Twitter, or LinkedIn.

What is CPC?

Cost per click is how much it costs each time someone clicks, or performs an engagement, on the advert. The cost per click will vary based on the audience you are targeting. As always, the higher the competition the higher the cost.

What is CPL?

Cost per lead is the cost of the total amount of clicks to get a lead or sale. For example you might get 100 clicks at 10p per click but only get 10 leads. So the total cast is £10.00 and each lead cost £1 each.

What are the benefits of Social PPC?
  • You get instant traffic. Assuming you have given enough budget to your campaign and the audience you have chosen get enough traffic, you will be able to get instant traffic to page or website.

  • Monitor and optimize. With the right analytics, you can ensure that you improve your campaign and lower your overall CPL.

  • Scalable. Once you have a successful system you can simply add more budget to get results.

  • Lower cost per lead. Typically speaking the cost per lead is lower on social media platforms that it is on search engines.

  • You can educate your customer. If you have a unique innovative product you can educate them on your new product far more easily in comparison to search engine PPC.

What's the cons?
  • Setting up your funnel. Often this can be daunting as it requires a high converting landing page, google analytics tracking, putting the correct audience together, competitor analysis and ad creation.

  • Test period. When you start your campaign you will have to test what audiences work and which ones don't, which adverts work, which landing pages work. All of this requires time, expertise and insight into improving your overall conversion rate, to ensure you get a return on investment.

  • Lower converting leads. Often the leads generated on Social PPC are lower converting than on search engines, so you get more leads but less convert to sales which can be worse for smaller teams with less capacity.

When should I use Social PPC?
  • You are in a low competition area or industry. This will mean your cost per click is very low and so it will be easy to get a return on investment.

  • Your audience is found on Social media Some audiences won't be anywhere other than on social, or at least that is the best place to get infront of them such as products, events etc.

  • Low budget If you have less than £500 a month to spend you probably would want to focus your investment on something that will give you a lower CPL such as Facebook PPC. Only if you were selling a very low competition service or product, or in a low competition area, would it be enough of a budget to get a return on investment from Search PPC.

  • You have the capacity to follow up. As you typically get more, lower converting, leads you will need more capacity to follow up. It will be more time-consuming but at a lower cost per lead.

When I should not use Social PPC?

  • Your audience is too niche. If you have a very very small niche it is likely that you will not be able to get enough traffic from Facebook to get enough leads to get a return on investment.

  • Location is scarce. If you have a very small location you can advertise in, again it might be too small of an audience to get a return on investment.

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