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Sep
15

Effective PPC Advertising and Social Media Advertising

Effective PPC Advertising and Social Media Advertising

Both PPC and social media marketing have been steadily integrated into many business strategies, but if you have not incorporated these 2 powerful marketing tools, you may find you are missing out on a huge opportunity. Inasmuch as the ROI, conversion-rate obsessed world of paid searches can seem light years away from the viral and community-based marketing seen in social media, their differences are exactly what makes them complementary.

On the one hand, ppc is all about lead generation, revenue and conversion. Other than the small number of words describing your site, paid searches offer little in the way of branding. In contrast, Social media is all about branding when used for your business. You create an active dialogue with consumers and that dialogue builds trust in your brand and expands the concept of your company’s brand to form an identity. By creating content in your social media marketing that engages your audience, you can develop paid search campaigns that are targeted toward that audience.

A recent study (October 2009) by GroupM Search, M80, and ComScore found that when an audience is exposed to a targeted social media campaign, they are almost three times as likely to search on the terms used in that campaign. In addition, an target audience exposed to a good social media marketing campaign is almost twice as likely to search with the intention of buying. The study also found that brands had a 50 percent increased click-through rate when their target target audience was exposed to both social media and paid search. The study illustrated that social media builds a deeper brand awareness and, thus, is able to drive ppc. This results in more impressions, more clicks and a higher quality score, which in turn means that your advertisements will be placed increased on the page.

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Here are several successful strategies for bringing paid search and social media together effectively:
–    Optimize your social media.
When your social media marketing is tagged and indexed, complete with metatags, potential customers will be able to find you when they search for your brand content or product/service offering.

– Use keyword advertising on social media sites.
When you run an advertisement on certain social media sites, such as Facebook, you have a unique targeting option that traditional ads do not offer – you can make your advertisements appear only to those people who have certain interests, as listed in their profiles.

– Let social media marketing influence your paid search campaigns.
For example, pay attention to what is trending on Twitter or what the key topics and discussions are and create paid search campaigns that include those search terms.

In the beginning, integrating your ppc and social media campaigns can be trial-and-error. Expect that and use it. Spend some time running tests, such as turning your social media off to see if it makes a difference or finding out which keywords tend to help the most people find you. The key to being effective in advertising of any type is knowing where your traffic comes from and why.

Pittsburgh SEO Services provides “results-driven” internet marketing for small businesses. Visit mediawhizmarketing.com/free-report to get your free SEO report now.

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