One of the questions asked on Search Engine Journal in the interview between Kelsey Jones and Pamela Lund, a well-known PPC marketing specialist, is which companies would do better with paid social campaigns rather than paid search. Here’s the gist of what Pamela Lund has to say:
- If your company is trying to boost app installs, grow fan engagement, or any other social buzz-building endeavor, then probably social advertising is going to have better results.
- Target users within the network you want them to share in (eg. a Facebook contest where sharing gives extra entries should be on Facebook.)
- Companies with longer buying cycles/repeat purchases tend to benefit from social network advertising because it is in context of a consistent relationship with the customer.
- Without a strong social presence on the particular network, the advertising may not be as effective.
Advertise Where Your People Are
The basic idea of advertising has always been to figure out where the people you want to reach will be so that they see your ad. This is true for any ad format that is out there, from billboards along the highway to the stuff around the edges of the screen. If you want to reach newspaper readers, you put an ad in the newspaper. If you want to reach tweeters, you put an ad on Twitter.
If your social media presence is nonexistent, then you really don’t have a very big group of people to see those campaigns. Maybe, at that point, a well thought out PPC campaign that they will actually see is better.
But here’s the thing: your customers are most likely on some type of social media channel and they know other people who would probably be interested in what you have to offer. If your business isn’t exploring the potential of social media marketing you should seriously consider why you have limited your outreach.