Social Media paid campaigns, otherwise known as Social PPC (Paid Per Click) can be very powerful. However, like any source of power, you have to know when to shoot, how much force to use and most importantly – who you are aiming at.
Anyone can open up an ad account on any social media platform and begin operating a paid campaign. But then most likely you’ll be flushing money down the drain.
Case in point:
After an initial meeting, a client decided to start a PPC Campaign on Instagram with the goal of increasing company awareness. Before every paid campaign, @Zeev, our partner and the best PPC guy in town, holds a meeting to understand the campaign, give his two cents on the kind of posts that should be promoted, explain the process, and most importantly – synchronize the desired outcome with the client.
This client chose to skip this important meeting and asked us to proceed with the goals they had outlined.
Take a look at the results of this campaign below:
As you can see, the results from the PPC Campaign could be interpreted as fantastic: increased company awareness was achieved, attested by the amount of LIKES the promoted post received.
The client, however, was confused as to why the number of their FOLLOWERS stayed the same.
Now, when the client realized that it was in their best interest to meet with Zeev and us; we explained that in order to increase the number of FOLLOWERS, the aim of the campaign had to change.
PPC Campaign redone
We ran a second campaign with the new goals. Take a look at the results:
Conclusion:
As a CEO, you marketing strategy so may think you know how to run your social PPC Campaigns. But social paid campaigns are complex, and they often require a careful interplay between organic and paid posts in order to achieve return on investments.
You need someone who has expertise in the field. And it’s always wise to meet with your PPC Manager; lay out the aim – be sure that what you’re aiming for is achievable or even necessary, understand the means (paid plus organic), and execute them, so you can truly leverage social PPC to achieve your business goals.