Ever researched something on Google and then, while using Facebook or Instagram, you suddenly see advertisements for the exact thing you had been searching for prior?
Ahhhh… the power of social media advertising. It seems to just follow you everywhere, doesn’t it?
Facebook and Google are the two key players in marketing and advertising today, and as Social Media Manger Laurie Baker puts it, “Anyone that’s doing PPC, should also be doing SPPC”.
Social Pay-Per-Click Facts
- Facebook advertising grew by 50% between 2015-2016.
- Facebook has more than 3 million active advertisers and over 50 million business pages.
- Social network ad spending is expected to reach $36 billion in 2017.
- Social advertising represents 16% of total digital ad spending worldwide.
It may seem overwhelming to wrap your mind around how this new wave of advertising is designed and implemented, but in the ever-changing landscape of social media and SEO, it’s time to get on board with social advertising.
What is SPPC?
PPC stands for pay-per-click, an advertising model in which marketers use the Internet to get the word out about a service or product. What’s different about PPC advertising is that marketers must pay a fee each time one of their ads is clicked on by a potential online customer. In other words, you’re paying for successful leads.
S-PPC stands for social pay-per-click; pay-per-click with a focus on placing ads through social media platforms like Facebook and Instagram. The ‘S’ is for social – get it?
To break down the reasons why it’s time for your business to start investigating options for Facebook and social advertising, we sat down with our very own Social Media Anthropologist, Dr. Laurie Baker, to get the full SPPC scoop.
What We Learned About Social Pay-Per-Click Advertising
Leveraging The Personal
Facebook is unlike any other advertising platform in that the advertising you produce leverages your friends and personal Facebook connections for dissemination and visibility. Facebook also uniquely receives different types of queries than Google.
For example, someone on Facebook is more like to search specific products they’ve heard about and then engage with the company by liking or following them – an action that cannot be performed on a basic website.
These actions generate a following and help to build your social brand awareness as your connections can “share”, “like”, and help to promote your brand to their own friends.
Social Proofing Is On The Rise
More than ever before, having a lively social profile is extremely important when securing a lead. No longer do consumers just Google a company to find their website or location. Consumers now also want to check out brands on Facebook, Instagram, and Twitter – to see if their own interests and values align with a product they’re interested in. If potential customers like what they see, they’re more like to make a purchase, follow your accounts, and interact with you across multiple social platforms.
Online Marketing Is Editable
Unlike print advertising, online marketing is editable on-the-fly. Should you place a Facebook ad online and not receive the results you were hoping for, you can simply alter the message and re-visit your strategy, or just turn it off. Designed with business success in mind, SPPC marketing allows for seasonality, flexibility, adaptability, and peace of mind (that you can fix your message or adjust your budget) – just in case!
Advanced Target Marketing
Social advertising surpasses all other forms of advertising in its advanced targeting capabilities. For example, Facebook allows marketers to target their ads to extreme specifics in the following categories:
- Marital Status
- Political Leanings (specific regions)
- Income (specific regions)
- Upcoming Celebrations
An example of how specific you can really get with Social Media Advertising:
Newly married parents, between the ages of 30-35, who have a newborn child, both work in IT, make a combined salary of $120,000, live on Davis Drive, like French bulldogs, shop at Walmart, and have a relative or friend with an upcoming birthday.
Advanced targeting is also cost effective, as these ads don’t just show up on Facebook; they can be seen on various apps (such as Instagram), and on websites!
Consult The Social Advertising Experts
Lost? Our specialized Treefrog Social Media team has strategized and executed countless successful social media ad campaigns for businesses just like yours. By completing a full competitive analysis and identifying what other key players in your industry are doing, our team can design an SPPC strategy that can take your online social presence to the next level.