What is Social Media PPC?

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One of the key strategies commonly adopted by businesses when running digital marketing campaigns is social media PPC. In this article, we will look at the meaning of PPC social media ads. We will also provide you with tips on how to run a successful social media PPC campaign.

Over the years, social media usage has increased worldwide. It has gradually become an integral part of our daily lives. Many people can’t go a day without checking their social media accounts on social media platforms like Facebook, Twitter, LinkedIn, Instagram, etc. This shows how important it has become.

Today, social media not only acts as a communication channel, but it is also now used by businesses and marketers to reach their target audiences. In fact, you will hardly find any digital marketing campaign these days that doesn’t involve the use of social media. 

What does social media PPC mean?

Maybe you’ve heard people use the term “social media PPC” and you keep wondering what the heck it means. Not to worry! Here, we will try and break it down for you in a layman’s term.

In simple words, social media PPC also referred to as social PPC is a paid form of ad that runs on social media networks like Facebook, Twitter, etc. The PPC stands for Pay-Per-Click where you get to pay each time someone clicks on your ad. If correctly implemented, social PPC can help create massive awareness for your business. It is very effective and that is why many businesses employ it for their marketing needs.

This type of ad come with targeting features that allow you to reach specific audiences. You can target people based on interests, demographics, gender, etc. 

Social media PPC Vs. Paid search

Many people think social PPC and paid search are the same but that’s not true. Both are entirely different from each other. Social PPC is different from paid search in terms of delivery, ad formats, and targeting. For instance, paid search ads are usually text-based. They only appear on search engine result pages. They are usually created after bidding on certain keywords. 

Social media PPC on the other hand are run on social media platforms. They could be in the form of text ads, graphic ads, or video. The targeting feature varies from one social media platform to the other. Both options are very effective for generating leads and increasing conversion rates.

Tips for running a successful social PPC campaign

Are you looking to run a social PPC campaign for your business anytime soon? If yes, these are some of the things you must do to make it a successful one.

1. Know your target audience

In paid search, reaching your target audience is simple. All you have to do is think about the search terms that people may use. However, for PPC social media, the approach is different. You have to think about the persona of your target audience, what they do and what they like, etc. You must define your target audience if you want your social PPC campaign to be effective.

2. Define your strategies and objectives

What exactly are you looking to achieve with your social PPC campaign? Are you looking to generate more leads, boost awareness, or increase conversions? These are some of the things you must know before running a social campaign. Knowing your objectives would make it a lot easier for you to come up with the perfect strategies. Also, it would enable you to map out the right strategies ahead of time.

3. Use sponsored posts

This applies to those who want to run their social campaigns on Facebook. As you may already know, Facebook offers sponsored posts and right-rail ads. Right-rail ads rarely show on mobile devices, while sponsored posts show on mobile devices as well as desktops. Since more people today access their Facebook accounts on their mobile phones, it would be best to use sponsored posts for your social media PPC campaigns. You’ll make the most out of sponsored posts since it is more effective.

4. Use the right images

Humans are visual creatures. If you are creating a social PPC campaign on Facebook, it would be best to include an image in your ads. Not just any image but the right one. The attention span of people is shorter generally these days. Many people may not have the time to read your text copy. That is why you need something that is attention-grabbing, such as an image. With the right images, your ads will be more engaging, effective, and produce better results.

5. Use hashtags and images with caution

This is applicable to businesses with a limited budget looking to run their social ad campaigns on the Twitter platform. One thing you need to know about Twitter ads is that they do not run on a pay-per-click basis. Instead, they run on pay-per-engagement. What that means is that you pay every time someone clicks on your @handles, links, images, retweet, follow, etc.

So, you have to use hashtags and images with caution. Twitter ads are very effective for generating leads and driving engagements, but keep in mind that you will be paying for more than just clicks.

6. Be ready to pay more for LinkedIn ads

If your target audience are professionals and you are looking to reach them with LinkedIn ads, you should be prepared to spend more $. LinkedIn ads are very effective and the minimum cost per click for ads is higher compared to other social media platforms. A single click can cost as high as $5. LinkedIn ads are best for businesses with a large marketing budget.


PPC social media has become an important online marketing tool. Whether you are looking to generate leads, drive engagements, or boost awareness for your business, social media PPC ads are very effective. When next you are looking to run a paid campaign on social media, make sure you use the above-mentioned tips.


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