Social PPC As Part Of Your Digital Strategy

Social Media can play a major role in driving additional relevant traffic to your website. There are 2.3 billion social media users worldwide and 91% of retail brands use 2 or more social media channels – Don’t’ get left behind!

Social media interaction will assist in online exposure for your business. This free, or paid traffic, will help users interact with your website and learn more about your services, products or offering. Once these users are interacting with your website, this relevant and interested traffic can also then be added to any current other PPC remarketing lists you have created to enable cross-device and cross-platform targeting to create brand loyalty and awareness at various different touch points across the web.

You should ensure that, as in every form of PPC, the ads are targeted to a specific user who would be interested in the product or service that you have to offer and below we focus on three great platforms for driving quality, relevant traffic to your website.

Advertisers can choose from a selection of objectives when initially creating their advertising campaign. Objectives help Facebook optimise delivery of the ad content to drive the advertiser’s required action – whether that be engagement with your app, increasing your brand awareness or encouraging more downloads or sales from your website. We’ve helped by summarised these objectives and a little information about each below: Facebook Ads are can be placed on a Facebook’s News Feed, Right Hand Column or their sister-site Instagram. These ads can be viewed on desktop, tablet or mobile devices while Facebook users are interacting with friends and family, posting updates or checking in at their favourite places.

Location Facebook Ads are different to traditional forms of advertising as you can place your advert to just the right people – unlike radio, TV or print advertising. Facebook’s level of targeting is immense, due to the user information they collect during sign-up and as the user interacts the brands, people and places. These unparalleled targeting options allow us to zoom in your perfect audience by targeting your ads by:

• Demographics
• Interests
• Behaviour
• Device

In general, people spend more time on Facebook than almost any website – including Google. If you and your business are not currently running Facebook Ads then you’re missing out on interacting with your target audience on platform where they feel comfortable. Engage via various different content with your target audience, and their likes, shares and posts will drive further brand recognition amongst their friends and family.

Twitter’s millions of active users are another powerful marketing tool that you can utilise. To easily connect users with your website, products or services, you can create several types of advertising campaigns that can be promoted to a targeted group of users or against popular trends or Twitter hashtags.

Just like Facebook Advertising, users can choose from a selection of objectives when creating their Twitter PPC to best identify the purpose of the activity. Are you looking to drive users to your website? Increase your follower numbers? Maybe you have a video to promote? Twitter can help you do all of these things.

Again we’ve summarised these objectives below:

Twitter Ads offer similar targeting options to Facebook such as Location, Demographics and Interests or Behaviour Targeting. Twitter also gives the advertiser the ability to target specific Twitter audiences, target Twitter Hashtags or even pinpoint specific users by tagging certain events

• Location
• Demographics
• Interests
• Behaviour
• Selected Audiences
• Event Targeting

If you have a Twitter account, you may have already seen different kinds of ads on Twitter, such as: Promoted Tweets, Promoted Accounts, and Promoted Trends. They are clearly marked with a “promoted” icon. This allows the user to interact with promoted content in much the same way as normal organic content. If a user follows, likes, or Retweets content on Twitter, including promoted content, their followers may see their name associated with that content increasing your brand awareness.

LinkedIn can help businesses of all sizes achieve their goals by positioning their brand in front of an audience that matters. On LinkedIn, you have a unique opportunity to target over 450 million professionals and you can be sure you’re engaging this audience by employing the following ad formats. LinkedIN Ads can help your brand reach affluent consumers with disposable income. By advertising on LinkedIN, you can attract your ideal customers on the world’s largest professional network.

Job Title LinkedIN allows a slightly different approach to targeting to the previous social media PPC platforms and allows the advertiser the ability to filter their target audience by criteria such as:

• Job Function
• Industry
• Location
• Demographics
• Skills, or membership within specific LinkedIn Groups.

Whether it’s CEOs, broad audiences or specific industries, the people you want to reach are on LinkedIn. The precision B2B targeting options make it easier than ever before to find the professionals that matter to your business. Reach members across a wide range of educational programmes and institutions – and focus on a member’s professional traits as well as the company where they work.

Here at Circus, we think that Social PPC advertising should be a part of every advertiser’s digital marketing strategy, and we hope that this article has given you some inspiration for interacting further with your customers via the various social platforms listed above. If you would like a helping hand with Social Media PPC ads, or any other element of PPC advertising, then please contact us for a free, no obligation PPC review and consultation with one of our PPC Experts.

Written by Simon Wells PPC Account Manager at Circus PPC Agency