With the recent popularity of online advertising shifting from search engine marketing to social and rich media display ad spending, it may be confusing for small businesses to understand where and what to invest in. If your business is already doing pay per click (PPC) marketing on its own, you understand how difficult it can be to convert visitors. However with new mediums available like social media PPC, segmenting your online advertising spending is much easier. Social media pay per click models like Facebook Ads, Twitter’s Promoted Tweets and Linkedin’s Direct Ad give you robust tools to segment a target market and promote your product.
Search advertising has matured rapidly in the past 10 years. What was once a plug and gun solution for making money has become a science. To maximize revenues and ultimately profits, search marketers must understand quality scores, bid optimizations and conversion tracking. These tools can take some time to learn so for small businesses, social media PPC may bridge the gaps in your online adverting endeavors.
Social media search is a simple, but fairly robust solution for branded and service-based businesses to advertise. According to eMarketer, 52% of companies worldwide claim social media has had a “moderate” or “huge” impact on their search engine marketing programs within the last year.
Simple Social Media PPC
Social media PPC advertising is different than search because instead of bidding on quantitative measures and keyword sets, with search, your ad price is determined by the industry and size of the demographic you are targeting. Social media advertising poses new unique ways to target and segment your audience. Some marketers argue that search PPC is more targeted than social media PPC, however that opinion seems to be dwindling, according to Bia Kelsey, “Social media revenues are forecasted to reach $8.3 billion in 2015, from an estimated $2.1 billion in 2010—a compound annual growth rate of 31.6%.” Much of this growth will be attributed to Facebook’s ad platform maturing. Facebook is forecast to account for 21.6% of all US display (or banner) advertising dollars in 2011. They have recently made a number of key additions that make he site a compelling place to make purchases as well as interact.
Facebook recently announced the ability to integrate ecommerce stores within a company’s Facebook Page. This is potentially huge news for small businesses, because they are able to redirect their paid ads to a Facebook landing page, likely decreasing bounce rates. People don’t want to click on an ad in Facebook and be redirected to an e-commerce store yet–they want to stay within the site.
As social media networks mature, it will undoubtedly foster a lucrative platform for paid advertising. People will begin integrate a buying process mindset with their social activities. This is all it will take for marketers, and it’s likely that anybody currently in the social networking space is primed to grow with the advertising platform.
Image Credit: Flickr
Guest Author – Matt Krautstrunk is an expert writer on telemarketing services based in San Diego, California. He writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs such as b2b telemarketing at Resource Nation.