There is no limit to perfection, and PPC campaigns are no exception. Even if your current PPC campaigns work almost perfectly, you still can find a way to improve them.
If you want to know how to leverage social media and PPC advertising, then this article is for you. You will learn new methods on how to boost your marketing efforts and take your company to the next level.
LEARN YOUR TARGET AUDIENCE'S PREFERENCES
Social media platforms are gradually becoming an indispensable part of the lives of billions of people, and the number of users adopting them is in continuous growth. More, importantly, according to a series of studies, the average person spends approximately two and a half hours a day using social media, which makes it the best place for brands to reach out and communicate with their target audience. You can use Facebook, Instagram, and Twitter to collect feedback and learn more about your customers and their preferences.
Let’s consider an example to understand how it may benefit your PPC campaigns.
Imagine that you sell wedding dresses. You are about to launch a new collection and want to run a PPC campaign. You want to optimize your marketing budget, so you need to figure out which of the dresses will be more popular among the brides.
To know the opinion of your target audience, you post photos of new dresses on Instagram. The dress “Bowie” gets 2018 likes; the dress “Luella” gets only 379 likes. This means that if you want to generate a higher ROI, the “Bowie” dress should be the first product visitors see when clicking the link.
TEST YOUR IDEAS
When it comes to marketing, it’s always hard to predict which approach will work and which will not, given the overwhelming number of variables that go into a marketing campaign. If you want to test different CTAs and text ad formats, you can do it for free using social media apps.
What do I mean by that? You can publish text ads as Facebook posts and Tweets and see the reaction of your target audience. This is a fairly complex task since there is a broad set of variables we need to take into account, like posting time, calls-to-action, and so forth.
In order to better calibrate your posts and efficiently test your ideas, it’s essential to minimize the number of variables between test posts and test just for one or two factors. This will allow you to achieve an in-depth understanding of what engages your audience.
“Remember that people who follow your brand on social media platforms are your focus group. And if you want to test new approaches and fresh ideas, do it on social media. It will help you to get the most precise answers on your questions,” – says Rose Fisher, a marketer at TheWordPoint, an online translation service.
RAISE BRAND AWARENESS
The effectiveness of PPC campaigns always depends on the brand awareness level. If you want to generate a high ROI, you should make sure that your target audience is familiar with your brand.
Let’s consider an example to understand how social media and brand awareness affect pay-per-click advertising.
Imagine that you are a customer who wants to buy a superfood powder online. You start your search and you find four ads.
The first ad belongs to iHerb, a website that sells health and beauty products worldwide. iHerb is a very well-known brand, and it’s likely that your friends or family have recommended it to you before.
The other three ads are posted by unfamiliar companies.
Now look through the ads and answer the question: which link will you click first?
Odds are you will visit iHerb’s website first, based on its position in the SERP. This is how the human brain works. We unconsciously choose the most familiar item from the options available.
Now let’s imagine a situation that’s a little bit different. You have never visited iHerb and ZanchinMatcha websites before. Recently, you have seen a few posts published by ZanchinMatcha on Instagram.
If you look through Google search results again, you will choose ZanchinMatcha over iHerb and other websites. Can you guess why? Because now this brand name seems familiar to you. Now that the brand name seems familiar, you will believe you can trust this website.
If you want to boost your PPC campaigns, try to raise brand awareness. Focus your efforts on growing your social media presence. Publish high-quality content on Facebook, Instagram, and other platforms on a regular basis. It will allow you to get your brand noticed and achieve your desired results.
WATCH YOUR COMPETITORS
If you want to boost your marketing efforts, you should analyze the marketing strategies of your competitors. You should be aware of what products they will launch, which marketing techniques they will use, and what discounts they will offer.
In 2019, you can find all of this necessary data on social media. Check the business accounts of your competitors on Facebook, Instagram, Twitter, and Pinterest, and you will get most of the information you need. You will see what content they create and how the target audience reacts to what they post.
Social Media PPC Boost - Conclusion
If you want to achieve success in the long run, learn how to leverage PPC advertising and social media. Use Facebook, Instagram, and Twitter to learn more about your target audience, raise brand awareness, test your ideas, and monitor the activity of your competitors.
Use social media daily, and you will be aware of what is trending on the web and where your industry is heading. It will help you to create the most effective PPC campaigns and achieve the highest results possible.
Erica Sunarjo
Erica Sunarjo is a translator with more than ten years of work experience.
Currently, she works as a blogger. She likes to discuss topics related to translation services, content localization, and digital marketing.
Apart from work, she enjoys reading books, riding horses, and scuba diving.
