PPC VS Social Media Marketing: Which is better?

PPC VS Social Media Marketing: Which is better?

If you have a particular ad or URL extension that just isn’t working then you’ll be able to make a comparison at campaign or ad group level and make a more informed choice. The importance of social media marketing has rapidly increased in recent years. Platforms like Facebook, Twitter and Instagram offer businesses an opportunity to display their products and services in more direct and creative ways. The Pros In certain ways Social Media Marketing works in a similar way to PPC marketing. For example, Facebook Ads allows users to create ads and location and audience targeting, much like AdWords and Bing Ads allows you to. The Cons Overall, Social Media Marketing is harder to optimise than PPC and as a consequence, ad campaigns are less effective. It is also worth noting that, as a whole, Social Media Marketing is more time-consuming than PPC. Due to the constant need to update content, Social Media Marketing only truly works when you have the time and content to remain interesting and relevant for a potential customer or follower. Furthermore, Social Media Marketing cannot be automated in the same way as PPC Marketing. That said, Social Media is much more creative than PPC and if you want to create a strong brand identity then marketing with Social Media provides the more options.

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It has been one of the most discussed topics within the digital marketing arena in recent years; the question of which one is more effective – PPC or Social Media Marketing?

Each obviously has its pros and cons and of course we at Click Guardian have something of a soft spot for PPC. Undeniably, Social Media Marketing has its strengths, and in a digital world where brand awareness is becoming increasingly important, Social Media may seem like the safest bet. However, PPC has the added benefit of a longer history and the positives are easier to find. So with that in mind, let’s dig into the debate.

PPC Marketing

Now, it’ll be hard for us not be a little biased with PPC. After all, we’re a company which primarily works within this arena. But there are certainly plenty of pros and cons and the trick is to maximise the pros and minimise the cons (simple isn’t it?).

The Pros

Perhaps the most obvious benefit of PPC marketing is the fact that the customer is searching for the product or service they require at the first instance of a search. But there are other benefits which are less obvious to a user. Firstly, it can be said that PPC allows you to measure and optimize data much more thoroughly than Social Media Marketing platforms. For example the keyword planner available in Google AdWords gives a user the best possible results for keywords – using a combination of factors to determine value. This is most often based on historic data which has been analysed over a period of time and utilises a number of algorithms which can change over time. If you’re a locksmith, you’ll be able to find the best keywords that are relevant and cost-effective for your industry.

Furthermore, the variety of reports available to a user provide a more thorough analysis of KPIs (or Key Performance Indicators). These reports allow users to really dig down into the data and compare their campaigns in more detail. If you have a particular ad or URL extension that just isn’t working then you’ll be able to make a comparison at campaign or ad group level and make a more informed choice.

The Cons

Now this is difficult to write but it has the ring of truth to it. PPC Marketing can be expensive BUT only if it is not managed and optimized correctly. It is important to get your keywords, ads, campaigns, extensions and landing pages all firing in unison. If you do then you can expect a quick and consistent ROI and a healthy profit margin for your business.

Alternatively, if you do not pay attention to the particulars (and the devil is always in the detail), then you can expect to notice your budget to diminish pretty rapidly. In the competitive world of PPC, mismanagement can be a death sentence for your advertising budget. It is also worth noting that one of the least understood threats to a PPC campaign is that of Click Fraud. Put simply, Click Fraud is when your ads are deliberately and consistently clicked on in order to diminish your ads visibility and drive up the cost to maintain a competitive position. This is usually performed via bots, pre-determined programmes and individuals. Unfortunately, this phenomena is becoming increasingly prevalent and it was estimated that around $16.7 Billion dollars…

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