Move over PPC, there's a new kid on the block
In 2009, I was thrown head first into the complex world of pay per click (PPC). It was my first ‘digital’ love. Seven years on and our relationship is still going strong. Don’t get me wrong, there have been tears and sleepless nights along the way, but the rewards have far outweighed them. There is nothing quite like the buzz you get when a client congratulates you because your carefully crafted PPC campaign has increased their online sales to a level that they didn’t expect.
That’s the beauty of paid search marketing – you can see what goes in and what the outcomes are. Very quickly you can measure its success, which sets it apart from many other marketing channels and that’s why PPC is often a brand’s first port of call to drive website traffic and leads.
PPC is unique in that it targets people actively searching for your product/service. However, it is lacking in that you can’t target an audience type, or reach people who may be in the market for your product but who aren’t actively searching at the time you are running your campaign.
Brands tend to rely heavily on PPC and, as a result, they may overlook other options. They are scared to branch out, which I can understand. It can often be cheaper to reach people before they are ready to buy – sow the seed early and give them enough of a compelling offer now that they decide not to wait. By the time the person hits Google to search for a product, you may be competing in a highly saturated market, and click costs are only on the rise. This means, unless your website works harder to convert more people, your cost per lead will only increase also.
So here’s my confession. I have been seduced. Hello Facebook advertising. It seems I’m not the only one either, with Facebook reporting a 72% growth year-on-year. It seems a natural progression with so many of our customers now on Facebook. And it’s not just youths. 63% of 50-64 year olds are using the platform regularly. People are also spending even more time there, with the average person in the UK spending one hour and 20 minutes each day on social networks. So it makes perfect sense for brands to be where their customers are.
Facebook advertising is a great tool because it provides access to an abundance of data – mostly due to people sharing so much personal information (albeit sometimes a little too personal). If you think about it, where else are people so willing to hand over so much intelligence on themselves? And it’s this data that opens up so many opportunities.
Did you know that you can target ads to a precise set of audiences? Many clients are surprised when I unveil the possibilities. To name a few, you can target by specific job titles, genders, ages, people who earn a certain income, people who are in a relationship, and people with a range of interests, from interior design to nutrition, the list goes on.
For a relatively small budget you can drill down into your target audience and create a highly targeted campaign. A recent campaign we ran with a budget of just £350 delivered a reach of over 54,000 people, delivered 1,000 visitors to the website and generated thousands of pounds in sales revenue. We’ve had similar success with competitions where a small budget has been used to broaden reach and raise awareness and driving hundreds of entries in a very short space of time.
And doesn’t stop there. You can also target people who have already visited your website, create lookalike audiences based on your CRM data as well as target by geographical location. Not only are the targeting options vast, you can easily track spend, performance and ROI, just like PPC. The two together are for a force to be reckoned with!
If you’re not currently using Facebook as a marketing channel, you are missing a trick. It’s surprising how many businesses overlook it, so really it’s a good opportunity to gain an advantage on your competitors. Most importantly, it’s an effective way to engage with your customers, drive an increase in awareness and potentially drive additional leads.
Have you been seduced by Facebook advertising too? Get in touch with our online marketing team today and explore the possibilities for your business.
Senior Online Marketing Manager