How Much Should You Be Spending on Social PPC?
December 5, 2014 - PPC Management
The internet is growing by leaps and bounds every day, and more and more people are accepting it as part of their daily lives. The presence of tablets, cell phones, and laptops in the constant possession of so many people means there’s never a moment of disconnect. As advertisers, this gives us a unique opportunity to be seen by more potential customers than ever in new and creative ways that bring us right where they want to be. One of the best ways to achieve this is with pay-per-click (PPC) advertising on social media sites, allowing our ads to reach specific audiences and become more effective. If you’re just beginning to consider the benefits of social PPC, there are a few things you need to consider before setting a budget, as a successful campaign will take more than marketing savvy.
First Things First: What Is Social PPC?
Pay-Per-Click is an advertisement model that’s really only possible online. It begins when you create an ad that links to your site (homepage or otherwise.) The ad is then posted to social networks, where your potential customers can see it. You’ll then pay a fee based on how many times the ad was clicked. Some sites will not display your ad unless a particular search query has been entered that applies to its content. Either way, social PPC is a great way to place your ad somewhere you know it’ll be seen, and it also helps you gauge how popular your ads are.
What Are Your Goals With This Campaign?
Planning is vital when creating a social PPC campaign, and a clear understanding of your goals will help you decide exactly how important this campaign needs to be to your company overall. Is your ultimate goal to increase your brand’s twitter following? Are you attempting to publicize a contest on your main site? Hoping to get more Facebook likes? Are you simply attempting to convert as many customers as possible? It’s vital that you take proper time to consider exactly what you need to do, and in what quantities you need to do it. Make specific goals to reach, such as “300 more Facebook interactions in a month” or “2,000 page views each week.” These will help you figure if your ads are being successful, or if they need to be removed and placed elsewhere.
Who’s My Target Audience And Where Are They?
It’s no use getting PPC ads on a social media site your target audience doesn’t use! There is a multitude of social networks thriving online today, and each attracts a slightly different demographic. This makes understanding who will be looking at your ad almost as important as understanding where that ad will be. It’s also good to know how native the ads on each social network are, as you don’t want your brand or product associated with intrusive, hard-to-manage ads. Here’s a look at some of the ways your ad can be displayed on a few popular networks:
- Facebook is still the reigning ruler of social networks, serving as an all-purpose hub for interpersonal connections. Demographics are fairly balanced, but skew slightly toward women and U.S. teens. Plenty of options are available for marketers, such as ads in the right column, ads in news feeds, sponsored posts, and more.
- Twitter lets you promote tweets, profiles, and hashtags among users. It skews male, and most of its users are in the 19-29 age bracket. Ads tend to be received slightly better on Twitter.
- Reddit tends to be mainly male, rating high in the 18-29 demographic. Ads on reddit appear as posts, staying on the top of the front page and allowing users to comment directly on them. This means if your ad isn’t reaching its audience well, the users will have no problems letting you know about it…
- Tumblr is big with teens and young adults, and it’s equally split between men and women. Ads can appear as promoted posts or in the “radar,” a special section usually reserved for posts rising in popularity. Tumblr also allows promotion in their “trending blogs” section.
Consider Your Rivals
Considering the actions of rivals operating in your field is extremely important for any process in marketing, and social PPC is no different. It’s a good idea to monitor what competitors are doing for two reasons: First, you want to make sure your campaign is distinct from theirs. Launching ads or experiences with too many similarities will not only make your product fail to stand out, but also open you up to being accused of copying your competitor.
Second, seeing the reactions the demographic has to rivals can help you see how well your campaign may go over in the same space. If your rival fails, why not learn from their mistakes and use the knowledge to create an even better campaign?
Be Mindful Of Growth
Lastly, if you’re a small company, it’s critical that you keep growth in mind. A small startup with a team of five is naturally not going to have the advertising budget of a giant like Apple or Samsung, and you shouldn’t spend like it. Instead, plan a budget that scales with your company’s growth and allows your social PPC campaign to convert new customers effectively. Your campaign should work for you, not bankrupt you. It can be hard knowing how to effectively market with a small budget, but with the above tips and some common sense, you can create a budgeted social PPC campaign that’s exactly what your brand needs.