Pay Per Click (PPC) ads come in many varieties and it is a powerful strategy to get new leads, new costumers, and grow your business’ brand recognition. Generally, businesses use either social media ads like Facebook and Instagram advertising or search engine ads like Google or Bing ads. And one of the most common questions any company will ask about PPC strategy is which type of ads should they use. Generally speaking, the answer is not one size fits all. There are benefits to search engine ads and there are benefits to social media ads. Choosing which ad type to use can depend on a myriad of factors including budget, goals, and audience. But overall, both ad types are proven to improve your conversions and provide good ROI when properly managed. The deciding factor will depend on your company’s needs.
Pros & Cons of Social Media Ads
Social media ads also referred to as paid social, are designed to attract Facebook, Instagram, & other social media users to your business while they browse social media. As far as paid social goes, Facebook has remained the most popular ad format. Although Instagram is currently growing and reaches a younger demographic, Facebook continues to have the largest reach and is better designed for ad content. One of the greatest benefits of Facebook is that it cultivates user data. With all the user data it has on potential customers, it is easy to create targeted ads. This level of targeting is beneficial to small businesses because it helps them target people who are more likely to buy their products. Unfortunately, social media ads can only target social media users, while they are on the platform. This limited reach is part of the reason some small businesses prefer Google Ads.
Pros & Cons of Search Engine Ads
Search Engine ads, specifically Google Ads allows small businesses to target a larger audience. Not only can Google display ads on their own SERPs (search engine result pages), but they can also display ads through their Google Display Network. This group of websites allows Google Display Ads to be almost ubiquitous. And alongside Google’s apparent omnipresence is their omniscience. Google collects a plethora of data on its users. Which is how Google Ads can help small businesses launch remarketing campaigns and custom intent campaigns. However, unlike social media campaigns, Google campaigns can be very complex to run. Generally, small businesses work with digital marketing agencies to run their Google Ads campaigns due to get the most out of their investment. Unoptimized Google Ads can be less effective than their social counterparts in targeting the correct audiences. Not only that, but optimized ad copy and landing pages have a large effect on ad score which can increase or decrease ad spend. All this to say, there is a reason Google offers classes and certifications on using Google Ads.
In Conclusion: What PPC Strategy Should You Use
Based purely on ROI, Google tends to beat out Facebook ads. You can receive more purchases for a lower cost per click than when using paid social. However, if your company is looking to increase brand awareness or grow a following on social media, social ads are beneficial in this regard. You can get higher impressions and can create campaigns designed to increase your follower count for very affordable rates. Google ads require a larger budget as well as experience using the platform. That is why it is vital that small businesses work with an agency that can optimize their ad copy, bid strategy, and overall campaigns.
Work With Boston Web Marketing
Boston Web Marketing is a digital advertising agency that works across a variety of industries to help businesses manage their SEO/SEM strategies. To learn more about how our team can improve your online presence, increase conversions, or improve your website, contact our sales team.