Our lives are filled with choices, from simple ones like picking a favorite food to more complex decisions like choosing a side in a dispute or deciding on the perfect pet.

Faced with so many options, people often gravitate towards one thing and stick with it. This explains why many online marketers specialize in a single approach. But is it truly necessary to choose between PPC and social media? Not at all! These marketing strategies can work together in numerous ways. In fact, cross-channel strategies tend to yield the best results. For instance, even when NewsCred discovered that every $1 spent on LinkedIn Sponsored Updates led to $17 in revenue, optimal outcomes were achieved by combining efforts across channels and prioritizing content quality. Instead of viewing social media and paid search as separate entities, leverage them together in a complementary way. This approach can boost both website traffic and sales. Let’s explore some tips for achieving this:

Start by Gathering Information

Insights from social media can inform your PPC campaigns and vice versa.

Analyzing Twitter data can be incredibly insightful Neil Patel recommends For example, use a platform like Twitter to test different headlines and identify the most effective one. Then, apply this knowledge when sharing the content on other platforms like LinkedIn. By optimizing across channels, you gain a clear understanding of which tactics work best. Both PPC and social media are valuable tools for gathering information that can be applied across various channels. Here’s how to get started: Utilize existing information. Instead of running A/B tests for content ideas, use tools like BuzzSumo to identify topics resonating with people. Use these insights to refine your campaign later.

Track your ROI

“What gets measured, gets managed.” In the previously mentioned NewsCred case study, LinkedIn Sponsored Updates outperformed AdWords by a significant margin, with a ratio of 17.6 to 3.1.

LinkedIn Sponsored Updates can be a very effective strategy. Image source: Sprinklr. Wouldn’t you want to know if a platform was performing that well for you? Comprehensive tracking is crucial for gaining this insight.

Analyze your Competitors and Identify Shared Success Factors

While you shouldn’t directly copy their headlines, analyze your competitors to understand the trends and insights they leverage for PPC success and social media growth. What are they doing effectively that you can adapt to your own brand?

Pinpoint Your Most Successful Strategies

Follow the Pareto Principle principle, recognizing that the majority of your results typically stem from a small number of key inputs. Identify the strategies, blog posts, or social media headlines generating the most engagement and those falling behind.

Test, Test, Test

Testing is crucial for successful PPC marketers, and this principle applies to social media as well. For example, leverage Facebook Audience Insights to understand your best-performing demographics.

Facebook Audience Insights provides marketers with a wealth of information about their target audiences. When you utilize cross-platform information to improve your overall strategy, you’ll spend less on ineffective tactics and more on driving conversions.

Maintain Brand Consistency Across Channels

With varying headlines, tones in blog posts versus sponsored ads, and visual differences between links and landing pages, it’s surprisingly easy for branding inconsistencies can sneak up on you. This is crucial when merging PPC and social media to avoid presenting a disjointed brand image. Brand consistency goes beyond memorability; it builds trust with potential customers. OpenTable defines its brand excels in this area, showcasing its brand effectively on its website. The site meticulously details the company’s story, logo guidelines, content tone, and preferred language for partners.

How can you emulate OpenTable’s approach and enhance brand consistency across PPC and social media?

• Visuals. People will notice discrepancies between your landing page and social media profiles, potentially causing confusion and negatively impacting conversions.
• Tone. While you don’t need to duplicate headlines or phrases verbatim, aim for a consistent tone. Determine your brand’s voice: warm and professional, quirky, efficient, or minimalist.
• Messaging. Clearly define your brand’s “point” - its unique value proposition. If this isn’t clear, address it before combining PPC efforts with social media. By integrating these elements, you create more than just a campaign; you build a unified and cohesive brand.

Leverage PPC for Social Media Growth

What if you lack a strong social media presence to leverage your followers? What if one medium lags behind? Start by directing sponsored PPC clicks to your social media pages. American Airlines has no qualms encouraging its potential customers to follow them on Snapchat and Instagram, and you shouldn’t hesitate either.

As long as you consistently provide valuable insights and engaging content on social media, you’ll attract and retain followers. Embrace trends and leverage PPC to capitalize on them. Drive traffic to your social media by aligning your content with trending topics, capturing the attention of users engaged with viral stories or trending discussions.

Drive Social Shares with PPC

Valuable content addresses existing questions, needs, or desires within your target audience. High-quality content that resonates with people can drive social shares and even go viral with enough initial engagement. Recall the nexus-security post about targeting early-stage buyers through PPC. Using the tool Answer the Public, we illustrated how to identify trends and topics for both your content direction and targeted keywords in sponsored search. Prioritize understanding your audience’s search intent and then craft exceptional content that directly addresses their questions.

Answer the Public is a valuable tool that organizes keywords based on real user questions. Make your content easily shareable. Don’t rely solely on your audience to make your content viral. Use captivating social sharing buttons and visually appealing pick the style that complements your site layout. Make these elements stand out and entice clicks without compromising your branding or site functionality.

Remember: quality content is paramount. Focus on storytelling and addressing current trends rather than simply writing about random topics. If your content effectively solves a specific problem, ensure its presentation and promotion are equally compelling.

Utilize PPC and Social Media for Remarketing

Imagine a user encountering your brand on Facebook and continuing to browse. You no longer face a cold sale when they come across your sponsored search results or social media posts. They have some brand awareness and prior exposure. Build on this familiarity by directing prospects who found you through PPC to your social media. This approach highlights the importance of integrated marketing; no medium should exist in isolation.

Remarketing is a familiar concept for PPC experts. Let’s explore ways to combine PPC and social media through remarketing:

• Display PPC ads to past visitors and lead them to your social media. While this may seem counterintuitive, remember the example of Newscred finding success on a specific platform. Nudge previous visitors in that direction.
• Email list remarketing allows you to target PPC ads to individuals you already know. This fosters repeat business and enables you to tailor your offerings and ad campaigns accordingly.
• Leverage remarketing data to benefit both PPC and social media. Analyze user behavior to identify returning visitors’ motivations. For instance, if analytics reveal abandoned carts but frequent social media engagement, use sponsored ads to remind users about their purchases while browsing platforms like Facebook. Essentially, remarketing creates synergy between your advertising efforts across different channels. Combining PPC and social media influence through this approach unlocks powerful new ways to target warm leads.

Harness the Power of Synergy

Synergy is more than a corporate buzzword; it describes the exponential growth achieved by combining different strategies. In online marketing, avoid isolating PPC, social media, content marketing, and email marketing. Instead, adopt a strategic mindset and identify ways to combine your efforts across channels to effectively reach your target audience.