What is Social PPC

Social PPC (Pay Per Click) is a form of paid digital advertising that is specific to Social Media platforms such as Facebook or Twitter.

Unlike Google Search Engine Ads , social PPC ads can be targeted at groups of people based on demographics, interest in topics, where they live and much more. Typically, your ads will appear in a users “feed” or “timeline” and advertisers can use two types of bid strategies: CPM (Cost Per Thousand Impressions) or CPC (Cost Per Click).


There are almost endless possibilities to gain additional website traffic from Social Media. Facebook has more advertising option than ever, Twitter offers promoted tweets and profiles, LinkedIn advertising and marketing solution is ideal for B2B marketing, and of course there is Instagram.

Snapchat, Facebook Messenger and WhatsApp have all begun to offer advertising options too.

social media ads

Key facts about the power of social media advertising

  • 3.5 Billion active social media users
  • Average time per day spent on social media is 142 minutes
  • 81% of small to medium size businesses use some form of social marketing
  • Social media users grew by 202 million last year
  • A new social media account is created every 6.4 seconds
  • Each social media user has an average of 4 social media accounts

Why you should implement a Social PPC Campaign for your business

Social PPC works more like display advertising than search engine advertising. The advertiser determines who will see the ad and when, as opposed to this being lead by the user’s search terms.

Social PPC also has the ability to create deeper engagement with the user than just a click. Yes it can still generate a valuable click through to your website, but it could also yield a Like, Follow, re-Tweet, Check-In, or Share. Social PPC is great for brand awareness and recognition too.

Social PPC is at its best when implemented as part of a wider campaign and given its own role within a wider strategy. In other words, Social PPC works best when combined with other PPC strategies,  rather than a stand-alone strategy.


How Should Social PPC Be Measured?

The measures you use will depend on the objectives of the campaign and what you set out to achieve, but here are a few methods that are the most commonly used to measure the success of a Social PPC campaign

Return On Ad Spend (ROAS): Measure the amount of revenue, number of leads and CPA (Cost per Acquisition) like you would with your Google Ads

Set goals for engagement with the landing page: Whether that’s number of page views, time on site, or downloads or form enquiries. It’s important not to forget about measuring the value beyond social media.

Cost-per-click: Usually clicks from social media cost less than they do from Google due to lower levels of competition.


Want to find out more? Need to have an informal chat with a Social PPC expert? Call us today on 01244 955488 or send us an email to info@smartppc.co.uk