Pay-per-click is not exclusive to Google and the alternatives are not second best, it just depends on what you’re trying to achieve.
Let’s start with the elephant in the room, Facebook.
Facebook is the largest social media network, with 2.5 billion users worldwide. Many businesses get by using Facebook without any paid ads at all, but great content fails to reach its intended audience most of the time without a helping hand.
Thankfully the chaps at Facebook have made a wealth of data available for targeting your PPC ads. Demographics, behavioural traits, interests, and life events all can be optimised to trigger the desired reaction.
Major social media channels such as LinkedIn, Instagram, Twitter, Snapchat, and the not so baby dragon, TikTik all offer PPC services. Each channel has its own merits and as experts in optimising adverts to ensure ROI (return on investment). We at StoryThreads always consider these alternatives and can manage campaigns on your behalf so you get the best deal.
Likewise, Bing/Yahoo! offer a lower cost pay per click model and come in useful for highly competitive keywords. We’re always looking for the places people forget or untapped opportunities waiting to be pillaged. And Bing/Yahoo! also boasts a higher age demographic than Google, so if you’re in the gray market it could be a mistake not to consider them.
What if we told you that PPC on its own was a bad idea.
Sure you can get quick wins but the key to great digital marketing campaigns is to cover all three pillars of digital marketing media: Paid for, earned, and owned.
We’ve discussed paid for advertising and the benefits of a PPC campaign, but consider owned media, like the content that’s on your website. This has the potential to become long-tail content, taking the essence of your message, repackaging, and putting it back out as advertisements. What’s great about this approach is you’ll get to atomise the content and see what your audience actually cares about.
You can feed that insight back into your evolution loop.
Paid media also can be used to influence earned media (publishers and influencers) to produce content in exchange for ad revenue. That way you’ll have short and long-form promotional content wrapped together in a tight campaign.
We’ve been running pay-per-click advertising campaigns at StoryThreads and throughout our careers on the client-side for over 20 years. That’s experience many digital agencies just don’t have. We pride ourselves on creating value for money ad campaigns, keeping sight on your goals to ensure above-average ROI for the industry.