There is no limit to perfection, and PPC campaigns are no exception. Even if your current PPC campaigns work almost perfectly, you still can find a way to improve them.
If you want to know how to leverage social media and PPC advertising, then this article is for you. You will learn new methods on how to boost your marketing efforts and take your company to the next level.
Table of Contents
LEARN YOUR TARGET AUDIENCE'S PREFERENCES
Social media platforms are gradually becoming an indispensable part of the lives of billions of people, and the number of users adopting them is in continuous growth. More, importantly, according to a series of studies, the average person spends approximately two and a half hours a day using social media, which makes it the best place for brands to reach out and communicate with their target audience. You can use Facebook, Instagram, and Twitter to collect feedback and learn more about your customers and their preferences.
Let’s consider an example to understand how it may benefit your PPC campaigns.
Imagine that you sell wedding dresses. You are about to launch a new collection and want to run a PPC campaign. You want to optimize your marketing budget, so you need to figure out which of the dresses will be more popular among the brides.
To know the opinion of your target audience, you post photos of new dresses on Instagram. The dress “Bowie” gets 2018 likes; the dress “Luella” gets only 379 likes. This means that if you want to generate a higher ROI, the “Bowie” dress should be the first product visitors see when clicking the link.
WHAT ARE THE BEST SOCIAL MEDIA PLATFORMS FOR BOOSTING PPC SUCCESS?
Ever wonder which social media platforms can supercharge your PPC campaigns? The answer isn’t one-size-fits-all, but a few platforms consistently rise to the top when it comes to delivering impressive results. Let’s dive into the heavy-hitters that can boost your conversions and get the most out of your ad spend:
With a staggering 2.9 billion monthly active users, Facebook is the powerhouse for PPC. The platform’s laser-focused targeting options, from demographics to interests, help you reach the right audience at the right time. Plus, Facebook ads often boast a 9.21% click-through rate in key industries—making it a go-to for many businesses.
If you’re in the game of e-commerce or have visually stunning products, Instagram should be your playground. It’s not just about pretty pictures—the platform drives 58% more engagement per follower than Facebook. With features like Stories and Shopping ads, you can create engaging, immersive experiences that lead to higher conversion rates.
For B2B, LinkedIn is king. It’s where decision-makers hang out—think CEOs, directors, and senior professionals. With 900 million+ members, LinkedIn is perfect for high-ticket PPC campaigns aimed at professionals. Its lead conversion rates are 3x higher than any other platform, making it essential for businesses looking to capture qualified leads.
If video is part of your marketing strategy, YouTube is a must. YouTube ads have a 30% higher conversion rate than other video platforms, thanks to its mix of engaging formats and global reach (over 2 billion logged-in users monthly). Whether you want brand awareness or direct conversions, YouTube can turn viewers into buyers.
TEST YOUR IDEAS
When it comes to marketing, it’s always hard to predict which approach will work and which will not, given the overwhelming number of variables that go into a marketing campaign. If you want to test different CTAs and text ad formats, you can do it for free using social media apps.
What do I mean by that? You can publish text ads as Facebook posts and Tweets and see the reaction of your target audience. This is a fairly complex task since there is a broad set of variables we need to take into account, like posting time, calls-to-action, and so forth.
In order to better calibrate your posts and efficiently test your ideas, it’s essential to minimize the number of variables between test posts and test just for one or two factors. This will allow you to achieve an in-depth understanding of what engages your audience.
“Remember that people who follow your brand on social media platforms are your focus group. And if you want to test new approaches and fresh ideas, do it on social media. It will help you to get the most precise answers on your questions,” – says Rose Fisher, a marketer at TheWordPoint, an online translation service.
RAISE BRAND AWARENESS
The effectiveness of PPC campaigns always depends on the brand awareness level. If you want to generate a high ROI, you should make sure that your target audience is familiar with your brand.
Let’s consider an example to understand how social media and brand awareness affect pay-per-click advertising.
Imagine that you are a customer who wants to buy a superfood powder online. You start your search and you find four ads.
The first ad belongs to iHerb, a website that sells health and beauty products worldwide. iHerb is a very well-known brand, and it’s likely that your friends or family have recommended it to you before.
The other three ads are posted by unfamiliar companies.
Now look through the ads and answer the question: which link will you click first?
Odds are you will visit iHerb’s website first, based on its position in the SERP. This is how the human brain works. We unconsciously choose the most familiar item from the options available.
Now let’s imagine a situation that’s a little bit different. You have never visited iHerb and ZanchinMatcha websites before. Recently, you have seen a few posts published by ZanchinMatcha on Instagram.
If you look through Google search results again, you will choose ZanchinMatcha over iHerb and other websites. Can you guess why? Because now this brand name seems familiar to you. Now that the brand name seems familiar, you will believe you can trust this website.
If you want to boost your PPC campaigns, try to raise brand awareness. Focus your efforts on growing your social media presence. Publish high-quality content on Facebook, Instagram, and other platforms on a regular basis. It will allow you to get your brand noticed and achieve your desired results.
WATCH YOUR COMPETITORS
If you want to boost your marketing efforts, you should analyze the marketing strategies of your competitors. You should be aware of what products they will launch, which marketing techniques they will use, and what discounts they will offer.
In 2019, you can find all of this necessary data on social media. Check the business accounts of your competitors on Facebook, Instagram, Twitter, and Pinterest, and you will get most of the information you need. You will see what content they create and how the target audience reacts to what they post.
HOW CAN SOCIAL MEDIA RETARGETING AMPLIFY YOUR PPC CONVERSIONS?
Imagine this: someone clicks on your ad, browses your site, but leaves without buying. You’ve already paid for that click, but no sale. Frustrating, right? That’s where social media retargeting swoops in to save the day.
By using retargeting, you can remind those visitors about the product they almost bought while they’re casually scrolling through Instagram or Facebook. It’s like saying, “Hey, remember that awesome thing you wanted? It’s still waiting for you!” But instead of being pushy, you’re simply putting your brand back in their mind—right when they’re most likely to engage.
Research shows that retargeting ads can lead to a 70% higher chance of converting than regular ads. Why? Because people who have already seen your product are more likely to trust it after being reminded a couple of times.
The “Did You Forget?” Ad
Create an ad that lightly pokes fun at forgetfulness, like: “Forget something? No worries, we saved it for you!” with an image of the product they viewed.
Use FOMO
Everyone hates missing out. Run an ad that says: “Last chance to grab it before it’s gone!” Even if you’re not running out of stock, this FOMO strategy taps into the urgency that gets people to act.
Social Proof
Show customer reviews or testimonials in your retargeting ads. Something like, “Join thousands of happy customers” can nudge people into thinking, “Okay, if everyone else loves it, maybe I will too.”
Research Back-Up
According to WordStream, businesses see up to a 1,300% ROI on social media retargeting when paired with PPC campaigns. Not bad for simply following up, right?
Social Media PPC Boost - Conclusion
If you want to achieve success in the long run, learn how to leverage PPC advertising and social media. Use Facebook, Instagram, and Twitter to learn more about your target audience, raise brand awareness, test your ideas, and monitor the activity of your competitors.
Use social media daily, and you will be aware of what is trending on the web and where your industry is heading. It will help you to create the most effective PPC campaigns and achieve the highest results possible.
Erica Sunarjo
Erica Sunarjo is a translator with more than ten years of work experience.
Currently, she works as a blogger. She likes to discuss topics related to translation services, content localization, and digital marketing.
Apart from work, she enjoys reading books, riding horses, and scuba diving.
Check out more blog posts:
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