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When Facebook Skiped Paid, Pay Per Click Ads divided into two different areas: Regular Old Search Engine PPC We Know and Love (Mostly) and Socially PPC. Because they target different prospects and work quite differently, they are really only in direct competition in one sense: limited budget.
How do you decide how to allocate a budget, or if your social media ad is worth your business? Essentially, you need to test. But if you only want more information in it, keep reading some of the major differences between search engines and social PPC.
Buying Phase. When people type in a search query that calls for your ad, they are interested in a product or service. Even if they are still at the level of education, the chances are that they can convince you to click or even buy. In the same way as SHF decreases for ads on the content network, which are shown to people who have not requested anything directly, social media ads are viewed by people who are not necessarily interested in shopping or learning. (Guess they are busy with a company.) Therefore, the tendency of SHF to be very low on Facebook.
Targeting. Search engine PPC is driven mainly by keywords. Even on the content network that you can target on pages by demographics, the keywords you have in each ad group still decide where your ad is showing. However, advertisement on Facebook is all on demographics. Facebook uses the masses of personal data he collects and puts it on the job for advertisers who can target keywords in formats, age, gender, interests, and more. Is your target audience 50 years old male engineers who are also runners? No problem.
Competition. Facebook and other social networking types are relatively new compared to the PPC search engine, which means that competition and cost-per-click (CPC) costs are a little smaller. Do not expect this trend to last for long; 2011 should bring lots of new advertisers aboard the social PPC bandwagon.
Marking. Given a low clickthrough rate and better ability to target demographics, social advertising works with a brand. To begin with, you will have a significantly different audience than you do through a PPC search engine, so it can be a great way to extend your brand marketing efforts. Secondly, you can throw your business to a specific type of user – whether it's twofold by Justin Bieber or your young children's home. A low clickthrough rate can save you enough visibility without incurring high costs.
It is not necessarily either / or state. If social advertising is something you're interested in testing, it's worth testing a campaign with your current PPC campaign (for example, promoting for social media brands while advertising is published for direct response to AdWords). With brands, it's harder to measure impact, but you can find clickthrough rates, CPC and (money at least) ROI. Remember, you do not have to be completely committed to footing the door. In the meantime, do not neglect your PPC campaign in search engines – it's still your best bet to drive highly targeted and motivated prospects along the way.