Difference between Facebook PPC and Traditional Search Engine PPC

PPC- Pay per click Advertising is most effective way to reach target audience nowadays. In earlier blog posts, I have been described you about how Search engine (Google) and Facebook use PPC in advertising.  Did you ever thought about the difference between Traditional Search Engine PPC (Google Advertising) and Facebook PPC..?

In terms of Keywords using in both Google and Facebook, we can see the difference. In traditional Pay-per-Click (PPC) advertising, people type what they are looking for into search engines. The words that they type are called keywords, and these keywords are what advertisers bid on for exposure.
In Facebook advertising, keywords are described people’s interests. These keywords describe who the person that Ad should appear to, instead of what those people are looking for. That’s why advertisers should focus on the difference between Google PPC Ads and Facebook PPC Ads.

Integrating the Content Marketing and the Digital Marketing

Marketers who are practicing Digital Marketing should have to highly consider about Content Marketing. Even though content marketing hundreds of years old, its importance remains consistently in most of the marketing campaigns. In this blog post basically I wanted to explain little bit about content marketing and how we can integrate content marketing with our digital Marketing campaigns.

What is Content Marketing..??

"Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it."

--Content Marketing Institute

Creating and sharing more valuable and relevant content is the easiest way to attract right customers and that helps to increase customer loyalty. Today's customers are looking for valuable information for there queries. If it's not there are moving out from our sight. In digital Marketing, marketers should highly concentrate about the content that they deliver to their customers. As a example If we own a web site that relating to a product we have to properly arrange our website content to match our customer preference. If it is cluttered with irrelevant advertisements,unwanted information customers will confused. That may lead to move away new customers and withdraw existing customers as well.   

Integrating Content Marketing and Digital Marketing

In present scenario, people are more rely on the internet. They surf internet for finding relevant information about any kind of product that they interested. Marketers are trying to take the customer attention through internet using various methods. In this attention grabbing competition, marketers should consider about the content that they going to penetrate to their customers.

How to target a Niche Audiance through Facebook Adverts

As Marketers we are highly concerned about niche segments in our target audience. For digital marketers there are plenty of ways to target niche markets through various online marketing campaigns. In this blog post I selected Facebook Advert campaign and going to explain you how the things done in Facebook Adverts to target niche market.

Why we should advertise on Facebook...??

 

Considering how popular Facebook is nowadays, it's very easy for one to think/believe that all web users know what Facebook is. Facebook is an online social networking service/site where people can create a personal profile, connect with people and share with them. Additionally, users can create or join common interest user groups and connect with other people who share similar interests with them.
So this platform is a better place for marketers to do advertising. Facebook advertising is an interactive way to target niche audience in the market. Facebook allows advertisers to target a specific group of people based on age, personal interests and more. Facebook can even comb through user profiles to place your ads only on pages that mention a specific keyword.Here are some benefits from using Facebook Adverts.

Choose between PPC and CPM payment methods: Facebook allows advertisers to purchase ad space on a click-based or impression-based fee structure. This allows we to tailor our ad campaign based on budget and other preferences

PPC campaign via Google Adwords

In my previous blog post I have given you a brief description about the search engine optimization in Google. There is another important part in online advertising. That is called as a paid advertisement. In this blog post I’m going to give you a brief description about how is the paid advertisement work in Google. We use methods like Pay per clicks (PPC)/Cost per clicks (CPC) and Cost per impressions (CPM) for the Google paid ads. Google Adwords is the tool we are using to advertise in the Google.

Google Adwords is Google’s paid online advertising model that uses a bidding system for our advertisement to appear in the top of the search result relating to any particular keyword. 

When we advertise we tell Google what keywords or phrases we are interested in. When somebody searches on these keywords Google displays relevant advertisements. If our advertisement is displayed or someone clicks on this advertisementwe have to pay for the clicks or impressions we got. 

Recently I’m doing these kinds of campaigns to target our target customers around the world. Here I only mention you about one campaign I did recently to the International Conference on Hospitality and Tourism Marketing-2013 in Sri Lanka. This is an academic and research conference which is held in this October. 

Our target audience: (especially Asian, Middle East, Europe, Oceania and Australia) Researchers, Educators, Top Manager, Practitioners, PhD students, MBA / M.Sc. Students.

First of all we have to identify what are the most relevant keywords those gain more traffic to our website. So we have to do a keyword research. For that we can use keyword tool in Google Adword.

According to our research we can identify what are the most relevant and suitable keywords for the campaign.

Then we are moving to create the Ad campaign. Before that we have to clarify daily budget, our target audience (GEO/Language targeting), ad delivery preferences and Start/End dates of the campaign.