Do You Really Need PPC for a Successful Social Media Campaign?

Jan 8, 2015

Consumers devote about 25 percent of their total time online to social media activities, and many rely on their social community for ideas, reviews and recommendations about products and services. What’s more, they tend to trust the information they receive through their social media networks much more than they do traditional advertising messages.

Social media is clearly an important marketing tool when it comes to engaging with today’s consumer. For some demographics, it may be the only practical way to reach the target audience.

Successful Social Media PPC Campaign

While PPC advertising may not be an absolute necessity to running a successful social media campaign, it can help you reach a broader audience and see positive results in a shorter period of time. Just like search PPC amplifies and complements your organic SEO efforts, social PPC enhances and strengthens your organic social marketing campaigns.

What is Social PPC?
Social PPC is similar to paid search options such as Google’s AdWords platform. You pay on a per-click basis for increased exposure of your social content. Most of the popular social networks offer a variety of paid options to increase your social reach among their respective user audiences.

  • Facebook’s advertising choices include right-column ads, news feed ads, local awareness ads, sponsored posts, and boosted posts.
  • Twitter users can be reached through promoted tweets, profiles, and hashtags. Paid exposure tends to be slightly better received on Twitter than on Facebook.
  • Reddit offers ads that display at the top of the front page. Users can comment directly on the ads, which appear as posts, providing immediate feedback for advertisers.

Tips for a Successful Facebook PPC Campaign
Don’t waste resources promoting to a small custom audience base. Tests have shown that you need at least 1,000 users in your Facebook custom audience in order to generate a sufficient number of impressions and clicks to make your efforts pay off. The “go big or go home” concept definitely applies here.

Skip the right-rail ads and choose sponsored posts in news feed instead. Studies have shown that the right-side column ads really aren’t that effective compared to sponsored posts. Most mobile devices don’t even display right-rail ads, which will cost you a lot of potential eyeballs on your message.

Helpful Twitter Tips
Be judicious in your use of images and hashtags. Because Twitter ads are based on pay-per-engagement rather than pay-per-click, you’ll be charged for everything that’s clicked on such as @ handles, links, hashtags, and images as well as each reply, follow, and retweet.

Twitter ads allow you to target your audience based on keywords or by individual user accounts. It’s up to you to decide which targeting option is most appropriate for your particular situation.

Take advantage of Twitter’s lead generation cards. These are virtual “cards” that attach to your tweet and allow users to take a designated action without ever having to leave Twitter.

Making the Most of LinkedIn
LinkedIn ads are available in two different formats: sponsored updates and sponsored ads. Sponsored updates provide premium placement because they appear directly in the user’s news feed, and usually perform much better than sponsored ads.

Make sure that your campaign is well-optimized because LinkedIn’s cost-per-click (CPC) rates are considerably higher than most other social PPC networks. Keep this in mind when identifying your target audience because the higher the level you target, the higher your minimum CPC.