Google Ads (formerly known as Google AdWords) has proved itself to be an effective marketing tool for MSMEs and SMBs looking for growth and brand recognition.
Google Ads is Google’s own advertising network which offers pay-per-click (PPC) or cost-per-click (CPC) and Cost-per-thousand impressions (CPM) advertising as well as site targeted banner, text and rich media ads.
By using Google Ads, the ads can be shown on either or both of Google’s advertising networks: The Google search network (comprises of ads that appear on google search result pages including Google search/Shopping/Maps and its various search partners) and Google display network (covers any website that partners with Google and other sites such as Gmail and YouTube)
There are many ways for social media to go alongside Google Ads and the merit of using the Google search network in the form of paid search or PPC ads in combination with Social media is immense. Both the channels are on similar dimensions and can be leveraged in a hybrid, complimentary manner to drive awareness, website traffic, sales and revenue for MSMEs.
Here are some pointers to be kept in mind: Information is the key
Information collected from channels helps to find out what kind of content is resonating. According, to Neil Patel, Twitter is an excellent medium to find out which headlines are most effective and that copy could probably be used on LinkedIn. The data from both channels can be used to optimise campaigns and fine tune it in the best possible manner.
It is critical to understand how competitors are succeeding. It could be because of compelling copy in their ads or it could be sharp targeting or better keyword management for their PPC success. All the insights which can be borrowed from competition are good enough indicators to plough back in to your campaign strategy.
Measuring return on investment
Once you start to track the performance of different channels you get a fair idea of their efficiencies. A platform which is performing well should be utilised more and the less performing ones should be tweaked. For instance, if you are running a small kids shoe factory you may realise that Facebook promoted ads outperformed the display campaign you had run earlier. Once you track all the channels then the high performing ones can be identified.
Input Vs results
When you find out that 5% of the inputs have generated 90% of the results then you know where to focus your resources and efforts. For best results, audit what copy is working, how the blog posts are performing, how are the social followers increasing, what headline is generating more engagement. The laggards can be identified and tweaked accordingly.
Periodic and recurring tests
Optimising budget is an ongoing activity and is in tandem with the ongoing tests across channels. Like Facebook performance can be measured from Facebook insights to have a hang of the audience psychographics, interest groups and the high performing geographies.
Using PPC ads as a growth engine on Social channels
Social media channels need to have a threshold level of followers for you to aptly leverage your campaign. Send sponsored PPC links to social media pages asking potential customers to follow on Facebook, Instagram or Twitter. Secondly, trends need to be incorporated as part of the headline to attract attention. Another effective way to use PPC is to increase social shares. Find out what people are searching for and use the search insights to craft arresting content.
Converting interested to take action would be possible when conversion funnels are analysed on a daily basis. If you are achieving a 2% or 3% conversion, then is that good enough or you need to challenge it. The most important thing to look after is content, as a high-quality content will be able to solve many problems.
Using PPC ads and social media for remarketing
How do we use remarketing to combine PPC and social media? One way is to expose the PPC ads to past users and direct them to social channels. The other way is to direct PPC ads to people, whose email ids are known, through email marketing activity. You can also use remarketing data to get people back to you, for example if they have abandoned their shopping cart but have visited your social accounts.
Unified Brand Strategy
When you are operating across many channels, it’s imperative to have a single tonality and brand personality. Especially when you are merging PPC with social media then you can’t afford to be talking differently lest it might appear as two different companies talking. The visuals, tone, colour and messaging between links and landing pages if inconsistent are detrimental to the brand image and perception.
Simply put, the combined efforts of paid search and social media can be very helpful when you are starting off with limited budgets with the objective of awareness and sales combined.