Google Ads and PPC in Social Networks

As you probably know, PPC stands for "pay per click" and is an online marketing model that originated with Google. With this model, advertisers pay a fee every time someone clicks on one of their ads. Basically, it's a way to buy...

As you well know, PPC stands for "pay per click" and is an internet marketing model that originated with Google. With it, advertisers pay a fee every time someone clicks on one of their ads. Basically, it's a way to buy visits to websites instead of trying to get those visits organically.

While Google Ads has long been one of the main digital marketing tools, social networks have become so powerful that virtually all of them now have their own PPC system.

With ever-expanding advertising options on Facebook, promoted tweets on Twitter, marketing and advertising solutions on LinkedIn, as well as ads on Instagram and Tik Tok, there are plenty of online advertising options to combine with Google Ads.

PPC on social networks should be considered more like display advertising than search-based advertising. The advertiser determines who will see the ad and when, in contrast to Google Ads, where the user's search terms drive the appearance of ads.

In addition, unlike Google Ads, social media advertising also has the ability to generate greater user interaction and is excellent for brand discovery. Every click that does not convert into a sale is not wasted, since at least those people are already aware of the existence of the brand.

On the other hand, where social media marketing really excels is in the variety of tools advertisers can use to get their message across. With video ads, hashtags, image-centric advertising and categorized targeting, companies can showcase services and products in more creative and specialized ways. Social media advertising offers many options and can generate interest in ways that are sometimes beyond the reach of Google Ads PPC.

It is also important to note that PPC on social networks is usually less expensive than Google Ads, so if the budget is limited, it can be a cheaper alternative.

Which PPC option is better, Google Ads or social media? In a world increasingly reliant on digital marketing, it would not be surprising to argue that both Google Ads and social media advertising bring combined value to any campaign. Deciding to use both platforms as a way to generate conversions and increase awareness is ideal for many businesses.

Both options have their strengths and weaknesses. It is important to emphasize that the choice really depends on the brand's objectives when deciding what to focus on. It is essential to know well the buyer personas to whom the products or services are targeted, as only then can the efforts be correctly directed and the best PPC options available in the digital world be chosen.

If this debate could be visualized, we could say that social media PPC represents the store window, designed to capture attention with images and engage with emotions, while Google Ads PPC represents the aisles of the store where shoppers can make more informed decisions and find the right product. Both options reinforce each other and work best when used together.

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