PPC ads platform on Facebook, Twitter and LinkedIn has given the advertisers an opportunity to integrate Search Engine Optimisation, Social and PPC in the overall strategy of any business. PPC keyword data can be used to create organic content and to optimise landing pages whereas social platforms can help increase the authority of content. Lets have a look at how can social PPC be made a success.

Facebook And PPC

Social PPC focusses on accurate targeting as social aims at creating personas and search is about identifying the relevant keywords.

Facebook’s Power Editor is a great tool for creating audiences whilst giving you the discretion to apply the audience to any or all of your ads. Through the power editor, new ads can be created and applied to the saved audience.

The absence of job title targeting on Facebook, makes it a particularly daunting task for the B2B advertisers. In order to reach the audiences, fans of publications, conferences and companies that serve the audience exclusively should be targeted.

In order to survive in any business, it is important to keep abreast of the competition in your niche. Targeting people who follow or like your competitors can definitely help in understanding what the audience wants.

The use of the custom audience feature lets advertisers find their offline audiences among people who are on Facebook. You can create a custom audience representing any group of customers or prospective customers that you’ll like to reach with targeted Facebook Ads.

LinkedIn And PPC

Most of the tips on PPC for Facebook are applicable on LinkedIn as well, however, LinkedIn has added advantages for audience targeting. Groups, Job Titles and Interests act as filters in LinkedIn which are effective for customising the audience to be targeted.

How To Optimise Social PPC Ads?

In Social PPC, ads are high impression and are prone to being burnt out really quick. It is really important to keep content of the ads fresh so as to maintain the interest levels of the audiences which will ensure a good click through rate. Finding and using effective images in ads is another challenge for the advertisers to maintain the freshness of the ads.

For any ad platform, whether it is Facebook or LinkedIn, images are of paramount importance and can make or break an ad, hence they should be chosen with utmost care and should be tested time and again for their effectiveness. There are editorial requirements in Facebook and Twitter which should be understood and complied with. For example, in Facebook, text in an image is limited to 20% of the image and in Twitter, the promotions have to be focussed on tweets, hashtags and handles.

How To Optimise Social PPC Campaigns?

CPC and CPM bidding options are available on most of the social platforms like Facebook and LinkedIn.

In Twitter, you pay per engagement- click, retweet or reply.

Facebook also offers Optimised CPM which is an advanced bidding options for the users of Facebook API. It allows advertisers to set a value for actions, reach, clicks or social. An advertiser can prioritise their marketing goals and delivers ads against these goals in the most effective way possible by using oCPM.