Everyone seems to be going bonkers over social media, but pay per click advertising is where it’s at.
If you watch the latest blogs or hang out at Twitter you’ll see all kinds of buzz going over social media. But how much over pay per click? Not much. Yet, PPC advertisers realize a much higher return on investment than social media marketers. Much higher.
Don’t believe me? Then try this: Invest $100 in a highly optimized pay per click campaign with a specific well-optimized landing page that is ready to convert and take the same landing page and submit it to 100 social media websites. See how much traffic you get from the social media sites versus how much you get from the search engine advertising. But don’t just look at numbers. You might only get 50 highly targeted visitors from your PPC campaign and 1,000 visitors from social media, but what is your conversion rate?
If you only get one conversion from your PPC campaign, that’s a 2% conversion rate. Not much, but it’s something. But if you get 5 conversions from your social media campaign, that’s a 1/2% conversion rate. Now double it. 10 conversions. Good for you. But that’s only half the conversion rate of your PPC campaign. That’s not so good.
Most people using social media look at the 10 conversions and think they are doing better because they’ve made more sales for the same dollar investment. True, your real ROI may be greater, but your actual ROI is not.
I’m not saying don’t use social media. I am saying you should use PPC because it converts better and drives more targeted traffic to your website. If you use both social media and pay per click, your life (and sales for your business) will be much better.