PPC vs Social Media Ads: What’s the Difference?

Internet marketing is an ever-changing landscape. When social media entered the scene, it was a game changer. Brands and marketers shifted their focus to creating conversations and talking to people vs at them. But now, we are seeing a shift again, this time it has to do with ads. Social media advertisements are now on the rise, which has caused a stir for PPC management companies.

SEO companies that manage pay-per-click ads for brands now have a new venue. Google, of course, is still the giant when it comes to PPC, but this doesn’t mean social media platforms should be ignored. Facebook, YouTube, Twitter and Pinterest are some that are offering paid ads.

PPC Using Search Engines

Google and Bing ads are still the staple of the PPC campaigns. You’ll find PPC management companies using one or both search engines to promote their clients’ brands. With this method, it’s important to have a landing page that is specifically designed for the ads you promote. This will increase your ROI and conversion rates.

With PPC ads, you are paying each time someone clicks your ad. So if no one clicks on it the entire day, then you pay zilch. You can set a daily budget, so that you never go over your spending limits. But be careful of the cost per click – some can be as high as $10 per click. You can use the keyword research tool both search engines offer to determine the best keywords to use, based on competition and price. An SEO agency can analyze the keywords your company should use as part of your PPC campaign.

Social Media Ads

Unlike Google and Bing ads, social media advertisements don’t charge you per click. Instead, you pay for the amount of time it’s posted. This tends to be higher priced than search engine ads, but they have proven to be more efficient in drawing in traffic and building recognition for your brand. Social media sites are very visual and engaging on a personal level, so if people are always seeing your logo and you’re saying something that resonates with them, that they’re more likely to click on and share your content.

The other upside is that social media platforms have detailed demographics that allow you to target users better. Social media sites collect all types of personal information, including the music you like, the places you’ve been, the things you’ve liked and your relationship status.

If you end up hiring a PPC management company, ask about combining search engine and social media ads to obtain max results.


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