If you have a budget for promoting your business online, you may be torn between advertising on social media and advertising on search engines like Google and Bing.
Both are good options depending on your goals and the product and services you want to sell. You can also use both in tandem to reach out to your customers wherever they are on the web, using something called 'remarketing' to encourage people who have visited your site to commit to a purchase.
This article will explain in more detail how you can combine paid search and paid social media advertising to supercharge your profits and boost your brand awareness.
Remarketing is a form of advertising that allows businesses to show ads to users who have already visited their website.
By using remarketing, you can target customers wherever they are on the web, from watching YouTube videos and looking at other websites, all the way through to social media sites.
According to Adroll, only 2% of customers convert on their first visit to a website, meaning that you can use remarketing to appeal to the other 98%!
If you want to implement remarketing on Google Ads or Microsoft Advertising, both platforms will add a small piece of code to your website so that visitors will be added to a remarketing list. You can set up several remarketing lists at a time, for example, if you want to set up remarketing for different types of products that you sell.
You can then display ads on other websites, including YouTube and LinkedIn.
With both Bing Advertising and Google Ads, you can look at an ads attribution so you can specifically see which ad was responsible for getting your customer to convert. There are different attribution models available, with pros and cons available for each.
You will not be able to advertise across all social media networks using PPC. For example, Facebook and Instagram have their own remarketing and advertising systems.
However, the premise is exactly the same; you use a remarketing pixel on your website and create a remarketing list.
Consistency is the key when it comes to combining search ads and social media in the same campaign.
Use the same advertising copy and imagery to reaffirm your brand to potential customers, and make sure that you link to the same page on your website. According to Hubspot, prospects make eight 'touchpoints' before buying your product or service, so it may be the case that they click on one of your ads several times before committing.
No matter which PPC platform and which social media network you advertise on, you will be guaranteed to reach your prospective customers no matter where they are.