Does it actually work?
With an estimated 1.35 billion active monthly Facebook users and a further 284 million on twitter, it’s more important than ever for businesses to be utilizing social media advertising.
Pay-per-click (PPC) advertising via social networks and search engines is popular but many start-up businesses struggle to run effective campaigns that produce a high ROI. Business owners often describe PPC as expensive and overwhelming. London Online Marketing Agency, Brandlective Communications, suggest by conducting the correct research, understanding your customers and setting objectives for each social media advertisement, small businesses can achieve great results with minimal costs.
Stacey Kehoe, Communications Director at Brandlective says ‘Social Media PPC advertising is the fastest way to reach your customers, but it can also be the most costly if the campaign isn’t set up correctly. It is really important to identify who you want to target and what you expect to achieve. There are many filters available to ensure you are only displaying your adverts to the audience that are most likely to purchase from your company’.
With Pay-Per-Click advertising you target the customers that are searching for what you offer. As a business, you only pay when you receive a click on your advertisement.
When focusing on sales, an important factor to consider when using Social PPC advertising is Location. Why have your advertisement viewed or, even worse, clicked by someone in London when you only sell your service to customers in Manchester? Your budget will be quickly wasted by a lack of focus on location.
Brandlective’s top tip to gaining the best results is to utilize negative keywords. One of the most underused features offered for PPC campaigns is managing ‘Negative keywords’, this feature allows you to choose words that won’t trigger your ad. For example, if you are a pet sitter and only offer a holiday boarding service for dogs, place the word “cat” on your negative list to ensure your advert is targeting customers looking for a dog boarding service (not a cat sitting service). When used correctly and updated often, negative keywords help pare down your clickers to serious buyers and save your budget.
But, Social Media advertising isn’t all about sales and traditional measures of ROI. The real power of social media advertising is in its ability to connect you with your customers and build an ongoing relationship. Can you put a price on loyalty? Probably not. But good marketers should not be deterred. Connect with your audience, find ways to bring them value and make them happy, by carefully considering your objectives, you will be able to design the perfect social media advertisement which in turn will improve engagement and increase loyalty which as a result will see your sales soar.