With more than 2.3 billion social media users in the world, there’s no doubt that advertising on social media has scaled up, since businesses have expressed their keen interests in exploring the innovative means to reach their target audience. On the contrary, when paid search was introduced in the digital marketing industry, no one would have imagined that a social networking platform can also be turned into a business platform. And now, what we have is companies offering ppc services for organic search and social media.
Modern marketers are using paid advertising as a weapon with targeted campaigns ensuring that ads are visible to the right demographic. But the question still remains whether social advertising and PPC complements each other or not. There might be many ppc management companies out there emphasizing on paid search. However, in this post we’ll compare PPC and social advertising to drive a conclusion on what fits your brand.
Comparison between PPC & Social Advertising
PPC has been dominating most of the marketers’ strategies, as it allows businesses a quick leap towards the top of the search results. AdWords accounts for atleast 95% of Google’s total revenue, which drives a conclusion on how significant has PPC advertising become. But which is better?
On the other hand, social media advertising has various benefits. The easy setup for marketers handling a Facebook business page or Twitter account can easily set up an ad campaign, which takes us to some cumulative projections that social networks have accounted for an estimated $8 billion from advertising in 2015. The spontaneous nature of social media means that you can reach and connect with your target audience early. This means that your ad will be reflected directly into their timelines, thus directing the right people towards your brand with minimal efforts.
Social media is efficient in targeting different customers
Since, social ads are visual in nature, while it’s easy to add visuals/video, thus giving plenty of options to advertisers. This is ideal for marketers targeting users who spend a most of their time on Snapchat, where users watch around 6 billion videos each day. With a certain daily minimum ad spend on networks such as Facebook, testing what works and what doesn’t, could be cost-effective.
There might be some cons to social media advertising. While it’s highly economical to run a campaign on Facebook and Twitter, it is also very likely that you might be reaching your audience a little too early in the selling cycle. Unlike PPC, where users are genuinely looking forward to buy, on social it is very likely that they are following their daily surfing routine, and checking out what their friends are up to.
Even though it might not lead to a big dent in your budget now, but over-the-time, the cost can build. In case you’re reaching people too early, your chances of getting good conversion rates become less.
PPC is efficient in Driving Conversions
AdWords began in 2000, and the reason for its exponential growth is “result”. The key is using the right keywords, optimizing alanding page, and tailoring campaign to a specific audience. People who click on your ads are genuinely interested to buy the product or service. A good PPC company knows how to customize the ad campaign to reach them.
Essentially, when people actually click on your ad, you only pay for each click. While there are various elements that can be A/B tested, thus making it a highly cost-effective marketing method. However, PPC ad campaigns could be difficult to set up, which is why it is always advisable to opt for ppc management services.
There are various specifics to be considered while creating a PPC campaign and if the settings are way too broad you could end up burning your budget without any results. There is a limited space to sell your services and no option include video, but is highly effective if approached strategically.
Whereas Social is more visual and organic, but the risk of whether or not your ad will be seen by your prospective customer still remains. In order to decide upon which type of paid search strategy suits your brand, you should always opt for a consultation from a ppc management company.