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Your Social PPC Strategy: 4 Steps to Reaching the Right Audience

Your social media PPC strategy is very different from your Google Adwords campaigns. A social PPC strategy is more like display advertising than search advertising, as it targets consumers based on their interests and actions, rather than what they type into a search engine. Your social PPC strategy can target users based on all kinds of demographics, interests and behaviours, including their age, their job and even their device. This allows us to be really specific in who we choose to see your advert, making sure your online presence is impactful.


It’s important to remember that your social PPC strategy is an ongoing, evergreen, evolving campaign. Your customers’ journeys are not straight lines. They may see your advert several times before clicking on your advert or going directly to your website to make their purchase or their enquiry. This is why it’s important to always develop your PPC strategy, to make sure it’s informative, engaging and relevant.


1. Before You Start Your PPC Strategy


When getting started with your social PPC strategy, always consider your objectives. There are all kinds of campaigns available to you, including brand awareness, lead generation and traffic to website. Whatever your ambitions may be, make sure you choose the PPC strategy that will support those aims.


Ensure your website is up to scratch. If your target users are interested by your advert, they will try to find your website, and having a poor page will have your potential customers clicking away in no time. What’s more, a PPC strategy is designed to inform relevant users about your business, so disappointing them with a substandard site will be hard to recover from. Showcasing yourself and your business in the best possible light will have your customers enjoying their user journey with you, making for a great brand experience.


If you’re opting for Facebook for your social PPC strategy, make sure you install the Facebook Pixel on your website first. This allows you to track traffic and conversions which arrive at your website as a direct result of your marketing efforts on this channel, and so is essential when it comes to analysing and reporting.


2. Know Your Audience


Understanding your users is essential when it comes to your PPC strategy. Firstly, you need to know where your adverts will have the most impact. Will your audience respond better on Facebook or LinkedIn? Will they be more receptive to a direct message or an advert on their feed? Creating an audience persona is a great way to understand your target users a little more, so you can tailor your PPC strategy to them.


Take a look at insights on your Facebook and Instagram pages to discover even more about your audience. Here, you’ll be able to find out exactly what demographics most of your audience share, so you can effectively target those users. If you’re using Facebook for your PPC strategy, you can even consider lookalike audiences. With this kind of campaign, you upload a database of your current customers or leads, and Facebook will find those who ‘look’ like these users. This means that you can target new people who share the same interests and demographics as your current audience.


Remember that you may have more than one main audience for your brand. This means you could consider setting up more than one advert, in order to develop your PPC strategy to target the different needs of your target users.


3. Understanding Budgets


When it comes to your PPC strategy, the higher the budget, the more users you’ll reach. So, when you’ve found the right audience for your objectives, it’s time to invest. It’s also important to note that a PPC budget can be very easily wasted if not set up effectively, so if you’re not sure, always turn to the experts.


If you’re wondering how much budget to invest, research the average cost per click for your industry. This will give you an idea of how much you should be spending in your PPC strategy, depending on how many of your target users you’d like to impact. It’s also a good idea to have some backup or spare PPC budget. This means that if one of your adverts is performing especially well, you have some leftover budget to put into the campaign, to allow you to reach even more of those receptive users.


4. Captivating Copy and Intriguing Imagery


Within your visuals and your wording, you’ll want to put across what exactly makes your organisation special and unique. Highlight your business’s strengths and the benefits of using your products and services to really pique the interest of your target audience. Make sure your branding and your tone of voice are consistent throughout, and the user journey should be seamless when they click through to your website too.


If you’re placing your advert in a newsfeed, the visuals need to be striking enough to catch the eyes of your users. Consider what information you’d like to include and what impression you’d like to give. You can choose between a single image, a carousel or a video. Videos get great engagement, but if you are using images, remember the 20% text rule on Facebook.


When it comes to copy, there are all kinds of opportunities to be innovative in your PPC strategy. Firstly, you’ll need to let your audience know who you are and why they need you in the primary text. Then, you can get creative with headlines, URLs, descriptions and buttons to effectively craft an advert that’ll let you achieve your objectives. Include powerful calls to action to encourage your audience to take the journey you’ve marked out for them, and always make sure the landing page you’re sending them to is relevant.


A PPC strategy is always evolving, so analysing is essential. Check your adverts every few days to make sure that they’re working. At first, it’s a good idea to keep tweaking your audience, your creative and your copy so that you can see which approaches work the most effectively. This way, you can be sure that you’re always optimising your PPC strategy. If you’re after a team who will always make sure your business is seen by all the right eyes, get in touch with our PPC strategy specialists here at Mantra.