Social media marketing continues to grow in popularity and allows businesses to build stronger PPC campaigns.
One of the reasons is that advertisers like to reach users at as many touch points as possible. But there’s a more strategic reason advertisers are placing more resources into social efforts; users habitually volunteer more information about themselves on social media channels than anywhere else. With paid social advertising, digital marketers have access to an audience’s education, college major, residence, employer, earnings, and any number of brands, products, and movies that they are prompted to engage with on their social media accounts.
Identifying Paid Social Campaign Goals
Given the level of target audience information available, paid social is something that the MMW PPC team has increasingly been working with for our clients.
In addition to utilizing Google and Bing PPC to drive conversions such as “requests for more info”, “get a free quote” and “newsletter subscriptions,” we also used YouTube advertising to generate brand awareness for our clients. We sought to achieve both awareness and conversions by promoting on Facebook, Instagram, Twitter, and Linkedin. We had a number of campaigns running simultaneously, some with the objective of driving traffic to the client’s site for conversions, while some were seeking to generate engagement with their Facebook page (such as page/post likes). Below are the results of the paid social campaign.
Using Paid Social to Build Stronger PPC Campaigns
One of the solutions we created was to incorporate Google Analytics to sort all traffic from the social channels and funnel it into AdWords, a more conversion-heavy channel.
Now, why would we want to go through all this trouble just to create a remarketing campaign on Google? Essentially, doing so prequalifies our audience. By utilizing RLSA (Remarketing Lists in Search Ads) we are still using keywords to show ads to users who are actively searching and have a need to fill, but we’re ensuring that those ads only show to users who have visited the clients site before. We utilize all that demographic information above to segment the audience and tailor the keywords and ad copy to those individual segments, making the ad that much more relevant and enabling us to continue moving them down the sales funnel. In doing this we are able to tailor the clients message and direct users to pages with different content based on what their previous engagement with the site is, providing more information and stronger calls to action (CTA) as needed.
An added bonus of RLSA is that it can be used to target expensive keywords at CPCs that are significantly lower than they would be to a non-remarketing audience. Remarketing allows businesses to build stronger PPC campaigns.
Unfortunately, the one caveat to this is that this only includes users who actually navigated to the clients site from one of the social channels. There are a number of ways that we can attempt to maximize the percentage of users who navigate to your page from a social channel, including any number of offers such as a free download, white paper, ebook, coupon, and so on. If it’s cost-feasible, there’s also always the option to set high frequency caps to continue engaging the same users while also driving new ones to the site.