In this article, you will discover what is the ppc marketing, and how to apply it to different social networks: Facebook, Instagram, LinkedIn... Let's Go now!
Do you know what is PPC or pay per click, and its practical application in marketing?
Do you know what are the kpi's most important PPC?
Would you like to know the difference between PPC and Google Adwords?
All this and much more you what we have in this article!
When someone hears the terms Paid Media, Paid Advertising or Online Marketing, you automatically think Google Adwordsand in some ways it is normal, considering that this channel accounts for more than 80% of the total investment of digital advertising.
However, despite its growing popularity – or perhaps because of it – Adwords has gone on to become a channel very expensive, in which the ROI (Return of Investment) is becoming less and less.
Don't get me wrong, in no time I am suggesting that you stop investing in Google Adwords; what I am implying is that there is life beyond Google and, depending on our type of business/target audience, there are a lot of actors in the field of PPC (pay per click or collection per click for some) so that you can achieve the same results and, in some cases, expect a higher return on our investments.
Observation: When we talk about Pay per Click, we refer to the cost that is in the advertiser, every click a user makes on an ad of yours.
By integrating more channels into your advertising strategy online (as many as makes sense), we will be expanding the capacity of the reach of our brand, reaching a potential audience of more broad that allows us to find our “Buyer Persona” where they are.
We must bear in mind that the PPC it is usually cost-effective when targeted to a specific segment of the market with a product, service or offer a relatively unique and very important, when the competition is not too fierce.
The channels that I propose, then, are channels that also offer quality traffic to advertisers and are channels in which our brand (or our clients) must be:
PPC Facebook; Without a doubt a must within any engagement strategy. Highly recommended for strategies to build brand, increase our audience or for those that involve innovative products.
PPC on Instagram; Depending on what type of brand/product you're promoting, we can find an audience quite interesting in Instagram, willing to try new brands. Keep in mind that this is a network very visual, so it is recommended for brands that offer products with a certain visual appeal.
PPC on Amazon; Do you have an e-commerce? Do you sell your products online? You should be here.
CFP on Linkedin; If we speak of a world that is more B2B or B2B2C, you probably need to do tests on Linkedin. Now, get ready for CPC''s excessively expensive.
PPC on Bing; Very similar to G. Ads, but it only makes sense to enter it if the market share in the target market requires. Depending on which country you want to sell your products, Bing can be a wise choice. In certain countries, you'll find a significant volume of searches on this browser, but in others it is as residual that does not compensate for the overhead of management. Keep in mind that the competition is much lower than that of Google, which you'll find CPC's much lower than that in G. ads.
PPC for Yahoo; Although many consider him as a player of the past, what is certain is that this search engine you still have 1 billion users by nearly 500 million searches daily. Yahoo is based on a PPC based system very similar to Adwords, and, as alluded to in the case of Bing, the cost is much lower as there is less competition.
PPC on Twitter; Twitter is a further means for lead generation for direct sale. It has two models of ad: the Twitter ads and Promote Mode. The latter offers the option of paying a flat monthly fee, depending on the goal of brand, can be of great utility.
PPC on Pinterest; The evolution of Pinterest over the time it has been very interesting. Today, Pinterest can be considered more of a search engine than a social network in itself: with a user base of nearly 300 million, this social network continues to grow (especially among the female audience). As with most social networks, the possibilities of targetizar your campaign to the maximum converted to Pinterest in a channel interesting, especially for brands/products targeted towards the female audience and for products with a certain visual appeal.
All these channels give us the opportunity to expand our audiences, and, by incorporating more public, we will build a funnel of users increased. Thanks to this expansion of our user base, we will be able to gain more sales over time.
Then choose the appropriate channel, there are a number of elements that we must take into account in our strategy PPC.
KPI key PPC
Within the entire PPC strategy there are a number of metrics (or KPIS) that we must be always present. What elements should I keep in mind when you start doing PPC?
- CPC: Is the amount you pay each time someone clicks one of your ads
- Cost per conversion: how much have you had to spend to get a conversion (always the conversions are defined by the department of business).
- ROAS: The English Return on Advertisement Spending measure that will be used to measure the effectiveness of your campaign, as it shows you the % of economic return on the expenditure incurred.
- LTV: Very important to be 100% clear on this parameter of business, as when we are faced with a product sales only, we must not allow ROAS
The PPC it is a very useful tool for your business, and it has many advantages:
- Wide range/accuracy targets.
- Results are easily measurable and “traqueables”.
- Perfectly complements other marketing channels.
- It is a great source of information for your business.
- Quick wins – contrary to the SEO, the results in PPC (if the campaigns are set up properly) may be visible much more quickly than in other channels.
If you're not yet doing PPC campaigns, may be time to consider doing it.
In Elabs we have specialists in SEM to help you create, manage and optimize PPC campaigns in any of the channels that we have explained. Please contact with us for more information.
