Social PPC: A Guide To Getting Started

Thinking about dipping your toes into social PPC, but aren’t sure how to get started? You’re not alone. Social PPC is very different from keyword search. With keyword search, people tell you what they want by typing keywords into a search engine. With social PPC, the focus is on the audience rather than the keyword. It can be tough to get your head around.

Fortunately, there are a lot of online resources to help you out. Of course, you can and should read the Help files for each of the major social PPC platforms: Facebook, LinkedIn, Twitter, and YouTube. But it’s not unusual for help files to be, well, less than helpful.

Here are a few posts that will really help you get started in each platform, step by step. Disclaimer: I wrote a few of these. I wanted to make sure that all of my blog readers have a chance to take advantage of the power of social PPC, so I’ve pulled them all together in one post for you.

A Step by Step Guide to Getting Started with Facebook Advertising to Grow Your Community by Michelle Carville. Michelle provides an overview to launching Facebook PPC, complete with screen shots and explanations.

Getting Started with LinkedIn Ads by yours truly. This is a step by step guide, too. LinkedIn Ads are particularly useful for reaching business influencers.

Getting Started with Twitter Ads. Another of my posts on Web Marketing Today with an overview of the types of ads available on Twitter, and how to take advantage of them. We’ve had good success with Twitter ads, both for growing followers and driving leads.

YouTube Video Ads: Getting Started. Some people don’t think of YouTube ads as social, partly because they’re part of Google Adwords. But video ads are nothing like search ads, really. Learn how to harness the power of video and the reach of YouTube in this post.

Are you using social PPC? Have you had good results, or has it been less than successful? Got any good tips or resources? Share in the comments!

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Social Media is BS

That’s right, I said it. Social media is BS. You might be asking yourself, “Why would she say something like that when she’s active on Twitter and probably gets most of her blog traffic from social media?”

Good question. It’s true that I get most of my traffic from social media. But when it comes to ROI, social media is BS.

I’ve been ruminating on this topic for a while. Back in December, Social Times ran a piece titled The Future of Social Commerce. I saw the post on – you guessed it – Twitter, and I was intrigued. I thought, “Finally! Someone is measuring the ROI of social media!”

Wrong.

Take a look at that post. Take a really close look at this part of the ridiculously humongous infographic:

social commerce infographic
OK, so I’ve editorialized here. But look at the circled text: they’re equating “having a presence” with driving sales. Really?

Back in the day, in another life, I did outside sales for traditional media. I can tell you right now that “having a presence” in a client’s place of business sure as heck did not equate ROI for me. Walking into a store or office won’t guarantee sales, and neither does “having a presence” in social media. People do not buy from you just because you’re there.

As for the comment “Meteoric rise of Pinterest demonstrates that Curation is the future of Social Commerce” – that’s just crazy talk. I’ll admit – Pinterest is cool, and I’ve seen several companies using it effectively. A few might even be making money from it. But because a bunch of scrapbookers and people with time on their hands have adopted Pinterest means it’s the “future of Social Commerce”? Give me a break.

I could go on and on. But what sparked me to finally write this post was a great post over at Search Engine Watch by Nathan Safran titled Can We Please Stop Hyping Social as the Marketing Messiah? Indeed. As of this writing, the post has garnered 55 comments. I don’t know how many comments the average SEW post gets, but as a regular contributor I can tell you that in 5 years of writing for them, I don’t think I’ve gotten 55 comments TOTAL. It’s a hot topic for sure.

Social media is also a nice shiny object. People are attracted to it because it’s new and exciting. But new and exciting doesn’t equal sales, either.

What do you think? Is social a bunch of hooey, or is it the future of commerce? Or something in between?

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How Online Marketing Is Like Fine Dining

Online marketing has been all the rage for 15 years now, at least. From the beginning of public adoption of the internet, success measurements have varied. In the early days, it was all about “hits.” Then it was all about site visits (unique visitors). At some point, the more savvy online marketers started worrying about conversions.

And yet, in 2012, I’m often surprised to hear clients coming in saying “we need to do PPC” or “we have to get out there in social media.”

Why is this bad? Because they’ve chosen the tactic before they’ve set goals and mapped out a strategy.

Have you ever been to a really fancy dinner where each place setting has 3 forks, 2 spoons, a couple knives, and a seemingly endless number of plates? And have you sat there at the table wondering which water goblet you should drink from, and worrying about which fork or spoon you should use for the first course?

I’ve been there, too. But what I’ve noticed about these fancy meals is that 9 times out of 10, it becomes plainly obvious which utensil you should use once the first course actually arrives. If it’s soup, you use a soup spoon. If it’s a salad, you grab the outside fork. If it’s seafood in the shell, you’ll pick up the little seafood fork (I don’t eat seafood, so forgive me if I haven’t used the right analogy here!).

The point is, once you know what your goal is (eating soup vs. eating a salad), the right utensil becomes obvious.

Online marketing is the same way. Marketers spend an inordinate amount of time debating which tactic they should start with: PPC, SEO, social media, email, website optimization…. and often they can’t agree on what makes the most sense. In the meantime, their sales are struggling to get past the appetizer course.

A better approach is to think about your goals. Is increasing sales the first order of business? Are you looking for awareness for a new brand or product? Are you selling inexpensive products or services to consumers, or are you an enterprise solution provider selling to CEOs with a 12-month sales cycle? Is your website ready to capture sales or leads, or does it need work?

All of these factors will affect which tactic you choose. Many online marketing tactics work together, and it’s great to integrate as many tactics as you can within an overall strategy. But before you get to that step, it’s critical to establish your goals and determine how those goals will be measured. So even if your goal is clear from the beginning, if you don’t have tracking and analytics in place, how will you know if you’ve achieved it?

So the next time you’re debating a dip in the waters of PPC, SEO, or social media, put down your fork and think about your goals first.

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