Content comes in many forms: videos, blogs, white papers, infographics and social posts. With marketers all over the world churning out a huge amount of content every day, how can you make sure your business and its content gets seen?
There are a number of things you can do to promote your content, one approach is pay-per-click adverts, either on Google AdWords or social media platforms. What method is best for your business?
PPC (pay-per-click), also known as CPC (cost-per-click) is a method of paying for adverts to appear in specific web environments, with the purpose of encouraging an increased volume of clicks to website, landing pages or other types of content.
Google AdWords is the most well-known platform for PPC delivery. It has been around for many years and is used by millions of businesses globally to place adverts in front of Google search users, as well as on Google’s partner website network (think those sidebar advert streams you often see on blogs).
This particular type of paid reach is good for companies that operate in populated areas of business such as personal injury law. These kinds of services are very popular in search engines and acquiring AdWords can put them in front of their competitors to get their business seen. This however may not benefit a specialist B2B business which provides a unique service and would most likely be already placed at the top of search results.
Social Media Sponsorship
Social media sponsorship is the means of paying Facebook, Twitter, LinkedIn etc., to place adverts and status updates in front of particular audiences, according to your target parameters. The key difference between the two is the fact that social media often affords a greater level of control over segmentation, limiting who sees your adverts, and therefore who clicks on them. As we input a lot of personal details on our social profiles, the networks know more about us than Google, in most occasions, which gives publishers an advantage in targeting. However, the downside of this can be that you will limit your overall audience size.
This type of paid reach suits tactically focused campaigns and content. By filling out the data fields provided and specifying what your customer’s persona is (for example, what devices they use to access their social media platforms, how often they use social media, where they live, what age they are etc.) you can define and shape your reach to a targeted audience that is most suited to your niche and therefore is more likely to pay your advert attention.
Growing Your Reach
An additional benefit of social media PPC is the increase in visibility of your social channels, which often leads to improvement in your follower totals, engagement rate and overall social presence. For most social networks, this comes as a by-product of buying ad space, so there is no additional cost.
Google is effective if you wish to display your adverts to a wider audience with less defined parameters. This can be more relevant to broadcast style advertisers where volume and driving brand awareness is a priority. It’s also worth noting that Google does allow for some demographic targeting information to be set (such as geographic location and device preference) so it’s not completely restricted.
An exception to this is if you are logged in to your Google account when using the search engine, it is theorised that Google uses your profile information to tailor the ads you see in the same way Facebook, LinkedIn, Twitter et al do.
In both instances, and for the most part, you are only charged when someone clicks the ad and is connected through to your content.
Here’s an Example
A software development business (let’s call these guys ‘123 Soft’) creates solutions for small accountancy firms, and their typical buyer is a senior/executive level person in the organisation. LinkedIn allows you to target ads at people with specific job titles (Founder, Managing Director) in certain sectors (Accountancy, Finance). By utilising LinkedIn, 123 Soft can place their ads directly in the newsfeeds of their decision makers.
Conversely, another software development business creates project management solutions (let’s call these guys ‘Project Man Tech’) whose users vary from entry-level executives, right through to director level. As such, as a broader display base is required so Project Man Tech would utilise Google AdWords and target anyone using search terms such as ‘project management software’.
Ultimately, your business and service/product will determine which PPC platform is best for you. Furthermore, PPC isn’t right for every business, particularly if you are in a very competitive industry/field – both the social networks and Google AdWords operate on a basis of the more advertisers there are competing for an ad slot, the more expensive clicks will be.
HarveyDavid are experts in leveraging the power of PPC through Google AdWords and social media. To find how we can help your business, get in touch today call us on: +44 (0)117 214 0011 or Email: firstname.lastname@example.org
Struggling to make content for your business? Download our free guide: Applying the Power of Story to your Content here.