Are you running pay per click advertising campaigns simultaneously with social media marketing? Are they working together or against each other? Do you know?
It’s easy to get lost in the shuffle. If you have social media campaigns running with search campaigns at the same time, I’d advise against sending them to the same landing page unless you have three things on that landing page:
- Advanced tracking so that you can track the results of both pay per click and social media campaigns
- A call to action that appeals to both audiences
- Page design elements that meet the needs of both audiences
It is highly likely that your PPC traffic and traffic from your social media campaigns will have different needs. Your PPC traffic is likely to buy right now. Your social media traffic is likely NOT ready to buy right now.
When you market to a pay per click audience you are primarily targeting people who are ready to buy now. They search for information. They’ve found it in your ad. They click. They like. They buy.
The buying process for social media audiences, however, is different. They likely won’t buy the first time they visit your site. So you need to think about how to attract their attention, make them want more, sign up for your newsletter or RSS feed, and keep them in the loop so you can drive them back to your website again. It’s a different kind of marketing. Make sure you have different landing pages for your PPC audiences and your social media audiences.
