When considering your advertising budget, it is very important that you get as much return for your
advertising spend as possible. For many years, Google’s AdWords has been the premier way of advertising your company on the Internet. Social media has quickly become a worthy addition to the advertising marketplace. The term we’re going to use today is Social PPC, which encompasses all paid social media advertising. Here are a few keys to success with PPC in the social arena.
Audience is Important
This seems to be the first key to success with almost every article on the Internet. There’s a really good reason for that: it’s the best advice we can give. You need to know what audience you want to target. This means knowing what traffic you want to generate. Where does it come from? What groups convert more often? Is there a difference in the audiences on each social network?
These are questions that you can answer in many ways. You can run A/B testing on adverts and campaigns; you can bring out surveys and polls; and you can study your traffic statistics in depth using tools like Google Analytics and HubSpot. You can then use that information to improve your PPC campaigns on services like Stubgroup.
Develop a Strategy
The most successful marketing PPC plans are those that follow a set plan. These plans tell you exactly what you need to post, when, and how often you want to interact. The campaigns that don’t succeed are those that don’t follow some sort of set structure.
Know why you want to market on each particular network. Know the best times to post to draw in the most eyeballs. The key here is to know as much about what you’re getting yourself into, and then making a plan to jump through every hurdle and challenge along the way. Also you should create plans separately for each social network, as they are all different. What works on Twitter may not work on Facebook, and vice versa.
Test and Practice
The best strategy is to test multiple campaigns on each network with relatively small budgets. Find out what works and what doesn’t for your specific product. Then once you know that you can cancel the campaigns that didn’t generate the click through you wanted, and focus your money on the campaigns that were successful. If you spend your resources all on one campaign up front and it fails, then you’ll still have to spend more money to find out what does work.
Conclusion
Social PPC is a science and an art. It takes patience and practice in order to get it right. Moreover it requires that you know your products and the audience you need before you set out on the journey. It’s always important to remember that starting small isn’t a crime. Testing your strategies, just as you would in the traditional marketing realm, is also very important. Every area of social media may need a different strategy and may target different audiences. Here at StubGroup, we can help you with your social PPC campaigns. Let us help guide you toward the path to successful conversions.