Social Media Advertising vector

Understanding social PPC for your business

Pay-per-click (PPC) advertising is a critical component of any digital marketing strategy.

Why? you may ask! Because digital marketers are finding an increase in performance with pay-per-click advertising methods.  They are not only effective but also rather economical. This makes them an excellent choice for organisations of all sizes.

Pay-per-click advertising has the potential to make or break the success of your ad campaign(s)…but only if they are the right match for your company’s objectives.

Here, we will educate you on everything social PPC! After this article, you should be able to determine whether or not you should begin spending on PPC for social media.

What is paid social media?

Businesses that promote on social media have a variety of options for getting their advertisements and content visible on this platform. The most popular is based on one of the oldest marketing strategies on the Internet: pay-per-click, or PPC.

PPC is a broad phrase that refers to the process of compensating an advertiser or website in exchange for the placement of adverts in prominent locations. Placing these advertising is frequently free or just requires a little fee; but, when a person clicks on the advertisement and reaches the destination site, the ad owner pays a small fee to the advertiser or the site.

In terms of social media, social PPC refers to ads that are put on social media platforms. For instance, you can pay Facebook (now META) to display Facebook ad(s) in the right-hand bar of a specific user’s News Feeds. If they click on the advertisement, Facebook will charge you a predetermined fee.

Where social PPC differs from other forms of PPC, most notably PPC for search – which involves paying search engines to display your ads on SERPs and elsewhere – is that it is more display-oriented. With PPC for search, you pay the engine to display your ads when users input certain search terms. With social PPC, you pay the website to display your advertisement independent of the user’s current activity.

How does Social PPC work?

PPC advertising on social media channels is identical to traditional PPC advertising, except that instead of showing in search engine results, your company’s adverts display on social media channels.

Facebook Ads are maybe the most well-known social PPC platform, but there are others as well. Some businesses are placing a strong emphasis on LinkedIn and other social networking platforms that are targeted at a certain demographic or professional group.

However, regardless of which social media site you choose, your advertisement must still fulfil specific quality and relevancy standards. You should also be knowledgeable of who you are trying to reach.

Because the majority of your advertising budget is spent on display advertisements that are targeted to show on certain social feeds, your advertising team must be familiar with the online habits of your target audience.

The more the accuracy of your ad placements, the greater the likelihood that your advertising will generate credible leads. In the end, a well-thought-out approach will result in a larger return on investment.

What is the difference between PPC and paid social?

If you are considering investing in paid social ads, then you may be interested in knowing the difference between the two.

PPC (Pay Per Click) is a method of advertising on a search engine, typically Google, Bing, or Yahoo. If you are buying ad space, you can then target that ad to a certain search term. The ad may then appear at the top of the results, or somewhere further down the page. If someone is searching for a certain topic, such as “fitness,” then they will see the ad that you are paying to promote.

Paid Social Ads are when you use social media to advertise to people who already follow you. You can use social platforms like Facebook, Twitter, Instagram, LinkedIn, or Pinterest to promote your business. For example, if you are a shoe retailer, you could use Facebook ads for special promotions. You could use Twitter ads to promote a sale or say that you are giving away free stuff. You can also use Pinterest to promote your website and to share your business goals. Instagram ads can also used to reach the right people with focus on media content.

When you use paid social ads, you are doing the same thing as PPC. The only difference is that you are targeting people who have already heard of your brand. You are paying to have your ad appear to people who are already interested in your product or service. If someone is searching for a certain type of product, such as “t-shirts,” then they will see your ad if you are advertising on a social media platform that they use.

When you are running ads on social media platforms, you are creating an advertisement that is tailored to the platform itself. You can share a blog post or other such information with people on Facebook, for example. You can share regular tweets on Twitter to share your opinions and to share information. You can use Instagram to share pictures and to promote your business.

Paid Social vs. Organic Social

This is similar to comparing organic social media vs. paid search. Organic social media is any activity on social media that is not a result of sponsored marketing. It does it by leveraging free social media platforms to grow and connect with an online audience.

Paid social media is used to describe anything on social media that is driven by advertising revenue. In other words, advertising or sponsored posts that companies pay for the right to broadcast to audiences other than their followers on a social network. Cost-per-click (CPC) is a popular way to charge for this form of marketing.

Paid and organic social strategies work best in unison to engage and nurture your fans while also broadening your brand’s reach.

Combining the Strength of Paid and Organic Social Media

Complete marketing strategies for social media are less concerned with paid versus organic social. Rather than that, they incorporate elements of these two options, creating a hybrid strategy.

As the reach of organic posts on social media platforms continues to decline, it’s becoming more and more essential to engage in paid social opportunities to reach a larger audience.

Unfortunately, trying to make an impact exclusively through organic reach is more of a pipe dream than a reality at this stage of social media existence. On Facebook, organic posts reach about 2 percent or less of followers, a figure that is slowly decreasing.

However, in order to avoid spending every penny on paid social, organic social is required for continued success.

While organic reach is shrinking, the benefits of organic social continue to be significant. It enables you to promote your business and products for free to a dedicated audience and expands your network through social sharing. As long as marketing professionals focus on providing value rather than constantly inundating audiences with marketing ploys, fans will stick around to see what’s next.

Increase the effectiveness of your marketing budget by leveraging organic social marketing efforts to establish which content is most popular with your audience before promoting it.

Rather than wasting time messing with paid social campaigns, try organic social, email campaigns, and other free or low-cost methods first, and then spend your paid ads budget on the top content. Maintain analytics for both paid posts and organic social posts to determine the best possible days and times to post.

How to integrate a paid and organic social media strategy?

Integrating a paid and organic social media strategy can be a difficult task. You need to ensure that the strategy is beneficial to your brand and that it’s a well-balanced plan that takes into consideration the budget you have for each of your social media efforts.

So, how do you make this happen?

Not all promotional posts must be paid

Before spending money on ads, make sure they will help you hit your KPIs and ultimately achieve your business objectives. Ads may not always be the best choice. Even if they are, don’t underestimate the power of an organic post that people want to share.

As an example, when you announce something new, whether it’s a partnership, a pivot, or a new iteration of your flagship product, you need to inform your existing followers. Buzz will be generated by a creative, organic campaign on its own. Consider creating a captivating post, pinning it to your social media profile, or including it in the storey highlights, if it’s big enough.

Having said that, if your organic reach or impressions aren’t what you’d hoped, it might be time to open the (corporate) wallet.

Promote your most valuable organic content

It’s probably easiest to delve into paid advertising by finding content that resonates with your audience and then paying to share it with new audiences.

It’s a low-risk tactic, so it’s considered an entry-level strategy as you don’t need to create advertising campaigns. In fact, most social media experts will tell you that when they recognise they have a hit, it’s time to support it with spending.

Whenever you run an analytics report, you could start by allocating a small budget to the top weekly or monthly posts. Consider conversions, profile views, and likes as well.

Optimize all your posts using A/B testing

It’s a statement we make all the time, but we’ve observed that split testing is often overlooked. Before using your entire social media budget on an ad, test it out on a smaller audience to see if it’s effective.

Be sure to test your call-to-action, your copywriting, your visuals, as well as your ad’s placement, format, and audience targeting. Alternatively, you can test it with different demographics (age, location, etc.) before you commit to a larger budget.

An ad that is more memorable, enjoyable, and successful for your audience is also less expensive for you.

Identify a similar organic audience for your ads.

You’ll have more information about your ideal customer or audience the more your social media presence has grown organically. What is their location? Age? Interests? What are their problems? How can you help them?

Take advantage of all this information as you create your ads. You’ll see the results of your hard work when you build quality relationships with your audience.

Most social platforms, for example, let you create lookalike audiences based on your best customers, as you describe them. They could be your newsletter subscribers, people who engaged with your content or profile, or people who bought from you in the past year.

An audience that looks like your target consumers will be made up of people with similar demographics and behaviours, but who are yet to discover your brand.

Keep your organic audience engaged with retargeting ads

Because you’re connecting with people who already know your business, retargeting campaigns have the potential to be highly effective and relatively inexpensive. In many cases, these are people who found you through organic means. Perhaps they visited your profile or website or abandoned a shopping cart.

The audience engages mostly with good and relevant content that is visually appealing. A good advertisement may just be what they need to convince them to return and convert.

Automate as much as possible.

Combining paid and organic social is more than just more money, time, and assets, and it can get confusing and time-consuming after a while.

A key to staying focused on what’s important is to keep the busy work to a minimum, whether you’re a team of twelve or a lone-wolf consultant. In that regard, automate as much of your everyday workflow as possible:

  • Plan ahead for your organic posts.
  • Make approvals and copyediting easier.
  • Create customised triggers for boosted posts.


Find the right social media platforms

Finding the right platform is another critical part of a successful paid social media marketing campaign.

Having a presence on every social media platform is not necessary for ads on social media. It is likely that your target audience does not use every social media site; you want to connect with them on sites where they spend time.

Don’t forget that if you don’t post on a social network, you’ll never know what your success will be.

There are many social media platforms or social sites where you can advertise.

Social media sites

To find out where your target audience spends their time, you should look at the demographics for each platform. This will allow you to focus on the social media platforms where your audience will be most likely to engage with and respond to your ads.

Examples of such sites are;

  • On Facebook,
  • Instagram
  • Pinterest
  • On LinkedIn,
  • Twitter


Analyse your data, and measure your results

It’s painful to watch organic or paid ads fail, but your social analytics tools will tell you where you need to improve.

Whenever you run organic and paid ads at the same time, you need to compare apples with apples and oranges with oranges.

What Can Be Used to Measure Social PPC?

When it comes to evaluating Social PPC campaigns, the methods you use will be determined by the aims of the campaign and the goals you establish for yourself. However, there are a few ways that we have found to be very useful.

Return on Ad Spend (ROAS): Calculate the amount of income, the number of leads, and the cost per acquisition (CPA) (just like regular PPC).

Other actions outside sales or leads, such as likes, follows, or friends, should be identified, and a cost per action (CPA) should be calculated for these as well.

Set engagement objectives for your landing page: Whether it’s time spent on the site, page views, loyalties or frequency, downloads, or form inquiries, It’s critical not to lose sight of the importance of gauging the usefulness of social media outside its confines.

Cost-per-click: Identifying new niches or targeting options that might attract people to your site for a lower cost will help you maximise your return on investment.

Furthermore, remember that, similar to search advertising, social PPC should be planned to coincide with the online activities of your social followers.

What are the benefits of implementing a social PPC campaign?

The beautiful thing about pay per click advertising for social is that they frequently provide the option of targeting certain groups of people. This is determined by elements such as demography, interests, and other considerations.

Marketers are better able to narrow their focus on their target demographic when they choose one of these selections. They can ensure that their advertisements are only viewed by those who are interested in their products.

On the various social media platforms, there are numerous choices for picking certain sorts of ads and targeting them. You can reach a big number of people while also getting detailed information on who has viewed or engaged with your advertisement.

PPC social advertisements are also an effective way to increase brand awareness while keeping paid ad expenses down. Unlike search ads, Social PPC is also able to create deeper engagement with the user. In addition to generating a click, it can also generate a Like, Follow, Re-Tweet, Check-In, share, or Re-Pin. The clicks that don’t convert into sales or sign-ups aren’t lost; some people will learn about your brand and be familiar with it as a result.

That said, the decision between using social ads or search ads will come down to you as a marketer and your marketing approach.

Consider what is most essential to your target audience and where they are in terms of internet use before creating your content. In addition to passionate search engine users, other audiences may be interested in everything and everything related to social media. Consider your alternatives carefully, and be sure to do a check to verify that you make an informed decision.

Paid social media strategy

One may ask, what is the best way to get my business on social media? The best way to get your small business on social media is to use social media channels. If you are not on social media, your business will not be visible. Your business can be on Facebook, LinkedIn, Twitter, Google+, YouTube, Instagram, and Pinterest.

So, what should I do to get my social media strategy on track? The best way to get your social media strategy on track is to develop a plan. You can make your own plan or have an expert do it for you. You can use the Social Media advertising template to help you create your plan.

In order to maximise your strategy, you can promote your business on social media by posting relevant content. You can also interact with other social media users by asking questions and answering questions.

The best social media channels to use for your business are Facebook, LinkedIn, Twitter, Google+, YouTube, and Instagram.

Getting Started with PPC for Socials

Social PPC works when advertising and marketing teams take advantage of pay-per-unique click’s capabilities on a social platform.

The primary advantage of social PPC over traditional PPC is the ability to segment audiences through the development of precise buyer profiles.

This needs sales and marketing professionals to undertake extensive research about the internet habits of prospective consumers, disseminate surveys to members of the target demographic, and even interview people.

As you investigate different methods and social PPC approaches, you will come across a plethora of tools. Keep up with the constantly changing digital scene in order to remain competitive.

Once you’ve developed your social PPC plan, be prepared to customise it for voice search users and seek opportunities to interact with other marketers and other platforms once you’ve completed your research.

PPC social is constantly evolving, therefore, get a firm grasp on the fundamentals, and then be ready to grow your efforts and optimise their impact.


Social media platforms are thriving and active, with many brands and millions of users interacting with one another. Paid social advertising allows you to stand out from the crowd and make an impact.

For a minimal investment, you can reap significant benefits in the form of new customers, increased website traffic, increased brand recognition, and the development of a social media presence that speaks for your company.

The secret is to be mindful of who and where your audience hangs out and what they want. Keep in mind that it’s better to have 25 people who are really engaged than 100 people who click, but don’t engage.

Prohibition CTA


About Chris Norton

Founder of Prohibition, listed in the world's top 30 marketing bloggers and an award winning online PR and crisis management specialist. Co-author of Share This Too.