PPC vs Social media advertising: Pros and Cons

Paid marketing is one of the fastest digital marketing techniques to increase brand visibility and generate new leads. It also helps drive organic traffic to the website, improving ranking. When users click on ads, they are redirected to the landing pages to explore more products and services and then make purchases. The two forms of paid ads, PPC and social media ads, are prevalent. Let us take a look at PPV vs social media advertising to evaluate its pros and cons.

What is PPC, and why is it important?  Pay-per-click is a paid digital marketing strategy where the digital marketer or the advertiser runs ad campaigns and invests based on the click-through rate or conversion rate. PPC serves as an essential strategy for increasing organic traffic on the website at a faster speed. Every ad campaign aims to prompt user action, such as registering with the brand or purchasing products and services. Marketers can display ad campaigns using PPC on the search engine, where users looking for similar queries can come across your campaigns. It helps raise brand visibility, drive traffic, identify and generate leads, and convert target audiences into customers. This online advertising model is of many types, and brands can make investments based on the company's goals and budget. What is meant by social media advertising?  Social media advertising is another paid digital marketing strategy that runs ad campaigns across multiple social media channels such as Instagram, YouTube, Facebook, and X.com (Twitter). Audiences using social media apps can quickly discover your ads based on their recent searches on search engines or any e-commerce or service apps. The social media network is dense and vining its roots for digital marketing. Social media ad campaigns excite the users, build interest and increase organic traffic to the website. People spend a significant amount of time scrolling through different social media apps, and it becomes easier for brands to target potential users, lure them with ads, and redirect them to the company's landing page, where they can get more information. 

Pros and cons of PPC vs social media advertising Both are paid versions of ad campaigns and have the following pros-

1. Budget-friendly- Companies can run ad companies based on their budget and target. Marketers can make campaigns targeted to achieve more clicks, where companies pay for every click they get or every one thousand impressions made through the ads. The budget is always under the control of the investor.

2. Scalability- Based on the performance of ads, companies can quickly scale up or down their budget, strategies, or ad campaigns. If the purpose of ad campaigns is achieved, companies can take down the campaigns.

3. Instant results- Paid advertising offers faster results than other digital marketing. It becomes easier to climb the ladder of organic ranking through PPC and social media advertising than SEO marketing strategies.

4. Brand visibility- If posted strategically and in a planned way, the ads come up time and again for relevant keywords and queries; customers are bound to click on them to know more. It helps in creating brand awareness among diverse audiences.

5. Lead generation- If the ad campaigns are produced keeping in mind the target audience, they have a higher chance of generating leads. Ad campaigns displayed via PPC, or social media advertising are based on the user's online behaviour. Therefore it becomes easier to show ads to users that search for similar queries, increasing the chances of generating new leads.

The cons of PPC and social media advertising-

1. High competition- Since the limited display platform, many companies and brands post creative ad campaigns to compete. Due to its immense popularity, the costs for PPC bidding may build up fast.

2. Audience ignorance- The buzz among audiences of ads is fading away, and people are deliberately avoiding clicking on ads. This way, even the most effective ad campaigns will fail in the future.

3. Requires consistent monitoring- Any ad campaigns on social media channels or search engines need tracking and monitoring of their growth to analyse if the ads are performing well. If left alone, there are chances of getting lesser ROI.

4. Fraud clicks- It is a recurring issue that has emerged recently. Various competitors or bots click on the ads multiple times, thus exhausting the clicks and increasing the per-click cost without severe lead generation. It empties the advertiser's pockets without giving any significant traffic or results.

These are a few pros and cons of PPC vs Social media advertising that will help you understand paid advertising in a better way. Bnayanbrain is a leading digital marketing company in India that outsources PPC and social media advertising services globally to enrich its clients with a reliable and result-oriented digital marketing strategy.