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Palm Beach SEO GuRu

Pay-Per Click Marketing

More Effective Marketing through Paid and Social Media

Both paid ads and social media have been steadily incorporated into many business strategies, but if you have not integrated these two powerful marketing tools, you may find you are missing out on a huge opportunity. Inasmuch as the return-on-investment, conversion-obsessed world of paid marketing can seem a world away from the viral and community-based marketing seen in social media, their differences are exactly what makes them complementary.

On the one hand, paid search is all about lead generation, sales and conversion. Other than the handful of words describing your site, paid ads offer little in the way of branding. Social media on the other hand is all about branding when used for your business. You create an active dialogue with consumers and that dialogue builds trust in your brand and expands the concept of your business’s brand to form an identity. By creating content in your social media that engages your audience, you can develop paid search campaigns that are targeted toward that audience.

Here are several proven strategies for bringing paid search and social media together effectively:

  1. Optimize your social media.

When your social media is tagged and indexed, complete with meta tags, potential customers will be able to find you when they search for your brand content or product/service offering.

  1. Use keyword advertising on social media sites.

When you run an advertisement on certain media sites, such as Facebook, you have a unique ability that traditional ads do not offer – you can make your ads appear only to those people who have certain interests, as listed in their profile.

  1. Let social media influence your paid search campaigns.

For example, pay attention to what is trending on Twitter or what the key topics and discussions are and create paid search campaigns that include those keywords.

In the beginning, integrating your paid search and social media campaigns can be trial-and-error. Expect that and use it. Spend some time running experiments, such as turning your social media off to see if it makes a difference or finding out which keywords tend to help the most people find you. The key to being effective in marketing of any type is knowing where your traffic comes from and why.