Pay-per-click (PPC) advertising is a critical component of a comprehensive digital marketing strategy, particularly when integrated with social media. When consumer intent is high, PPC enables brands to cut through the noise and reach audiences with precision, while social media advertising supports ongoing engagement and relationship-building throughout the buyer journey.
Capturing attention in today’s crowded digital landscape is increasingly challenging. However, when PPC and social media advertising are strategically aligned and executed effectively, they work together to drive measurable, impactful results.
The Benefits of PPC
You’re looking for more brand visibility, and PPC can be the conduit for that. Placing your ad campaigns on search engines and display networks puts you at the top, positioning you in front of potential customers who would otherwise have had to do more searching to find what you have to offer. PPC serves as a shortcut for them. And when you target your content, you address the specific needs of consumers, giving your campaign even more leverage.
Other benefits include budget control and the ability to measure your results. Do you have a daily or lifetime budget in mind for the campaign? PPC allows you full control over that. You can also follow the performance of the campaign in real time. If you’re not getting the clicks or impressions you’d hoped for, you can optimize the campaign.
Driving Traffic
Nobody wants to be in a traffic jam, but you do want loads of traffic with your digital marketing campaign. Unlike SEO, which is the long-game approach that can take months to see results, PPC offers you immediate traffic to your site.
When your PPC campaign is well-structured, you’ll see a traffic boost that includes people who are actively searching for what you have to offer. Using the right keywords and fine-tuning your content will provide the best results.
Dual Approach
There are subtle differences between social media ads and traditional PPC. Using a multi-channel approach brings benefits, like diversification and targeting.
Diversifying your marketing techniques reduces the risk associated with relying on a single channel. Your ad spend is essentially protected when you use social media ads and PPC. You’re also spreading out your targeting abilities by using search engine PPC, which is based more on search queries than social media ads. This means you are targeting audience interest and behavior.
Another benefit of using the dual approach is that you can reach consumers at different points of the buy cycle. While your search ads might flag a person who is close to the “buy” point, your social media ads will bring more brand awareness and engage with people who have lower intent but can be nurtured.
Need more assistance with your digital marketing? Contact us at SJC Marketing and we’ll design a custom strategy for your brand.