Pay-Per-Click versus Social media marketing

Pay-Per-Click versus Social media marketing

seo vs ppc

Marketing your website or e-commerce page is key to generating traffic and increasing conversions. There are two main tools for marketing your website: Google AdWords and Social Media. Both offer companies creative solutions to their marketing needs and both put your website on your customers’ radar. But which is more effective?




Google AdWords

This tool offers you a pay per click (PPC) advertisement at the top of your customer’s search engine results page. While other PPC companies exist, AdWords is the single most popular PPC advertising system in the world. Companies bid for ad placement in Google’s sponsored links when someone searches for a specific keyword (and often within a specific region.) If you have a printing company in Toronto, you might bid on the keyword “printing” so that your ad will appear at the top of the results page when searched for within the GTA. You only pay for the advertising when a user clicks on the ad.


Getting the top spot

There are many factors that go into selecting the ads in the sponsored links of a results page. Things like quality and relevance of the keyword, the size of your keyword bid and your company’s AdRank will affect your placement. Choosing a relevant keyword to bid on requires a lot of research and your keyword list must be constantly updated to reflect the success of each word and what’s trending.  This tool is effective as it puts you in contact with customers who are already searching for your services.  By bidding on effective keywords, you can put your webpage at the top of the results, targeting your customers when they are looking to buy.

Social Media Marketing

We’ve already talked a lot about organic social media marketing using the features of Instagram business. But there are paid-for options on Facebook and Instagram that will boost your posts and increase engagement. This is a great option because Facebook allows you to choose who you want your posts to reach – whereas organic posts only reach those who are already following you. Facebook boosted posts are optimized to reach your target market based on age, location, interests and more. Facebook business gives you tools to track the success of your boosted posts, manage which platforms they are posted on and as well as optimize the ads based on peak times.  While Social Media ads don’t tend to generate as much direct sales as AdWords, they allow you to interact with your customers on platforms they are already using instead of relying on the customer to search for your keywords.  This type of engagement also builds customer loyalty and brand awareness which can result of higher sales long term.

Unlike PPC ads, with Facebook business you set a daily or lifetime budget and Facebook calculates how many times your ad will run based on the amount you set. This is a good option for companies who want to test-run their ads and don’t want to fall into the pool of ads that you find with AdWords.


Which is best for you?

Google AdWords is a great option for companies who want to direct traffic to their ecommerce site and only want to pay when their ad is successful. For companies who want to engage with their customers on a more personal level, Social Media Marketing increases customer engagement.

Thinkbound will work to find you the best solution to market your company and connect you with your customers. We are your SEO and Social Media experts. Call us today to find out what we can do for you!

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