Improving the Prospects of your Social PPC Initiatives Even though Google continues to dominate search advertising, it is found that marketers are increasingly coming across other options when it comes to carefully investing in their pay-per-click budgets. Chances are your Search Engine Marketing Agency now also recommends getting into the social PPC game by advertising on platforms such as Twitter, Facebook and LinkedIn. LinkedIn has exhibited especially consistent results for B2B businesses and other high-tech clients. Twitter and Facebook are an excellent platform to engage with the end consumer and if your target market aligns with specific keywords or interests. If you are new at the social Pay Per Click management game, here are a few insights that will help you –
On LinkedIn, competition for ‘Sponsored Update’ campaigns is considerably higher as against ‘LinkedIn Ad’ campaigns. It is recommended that you rely on the same targeting and bid settings for both. That said, your Ads will create about 5 times more impressions than the updates. However, from the perspective of engagement, sponsored updates perform better.
While posting a sponsored update, make sure you include custom images that are optimized for click throughs. If you don’t. LinkedIn simply pulls an image from one of your posts or articles.
LinkedIn is among the most challenging and expensive social networks on acquire volumes of clicks and impressions. This is because of its ability to target optimal demographic. This means that there will be higher competition for those targets. That said, it is known to drive up to 7 times the conversion rates as compared to Twitter and Facebook.
Almost all social PPC platforms run their auctions not just on bid level but also on estimated yield to their network. This means that the higher your engagement rate, the lower you will be. On the other hand, the lower your engagement rate, the higher you will be expected to set your bid.
On Twitter, it is recommended that you do not include any hashtags, @ symbols, links or any other clickable elements in your tweet except your delivery URL. Other elements tend to distract all potential leads from clicking on the intended content. Especially since you will be paying for any clicks on hashtags, etc you don’t want it go waste.
The Lead Generation Cards on Twitter allow businesses to include images along with a download button on the promoted tweet. When a lead clicks on this, you are able to capture the email, user name and full name. These cards tend to be more engaging visually and generate higher engagement rates. That said, the lead date tends to be thin and primarily consisting of personal email addresses that are ideal only for B2C clients.
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On Facebook, competition for boosted post campaigns tends to be higher than Facebook Ad campaigns. By using the same targeting and bid setting for both you will notice that Ads generate 5 times the impressions when compared to Boosted posts.
With informed insights on the workings of each one of these platforms you will be able to design an engaging social PPC strategy. Get more information on: Search Engine Marketing Agency and Pay Per Click Management