As more and more advertising is carried out through social media platforms such as Facebook and Twitter, some people are wondering what the future holds for the traditional search engine PPC advertising. The respected Clickz.com has recently said of 2013 that “It’s going to be a tough year for many pay-per-click search marketers”, however, before everyone rushes to proclaim the “death” of search engine PPC, it is as good a time as any to take a look at some 2012 PPC statistics that suggest it is in rude health and still vital to incorporate into online advertising strategies:
- Sponsored ads account for 64.6% of clicks for “high commercial intent” keyword searches i.e. searches that may lead to sales. Organic ads account for 35.4%.
- 89% of traffic generated by search ads is brand new traffic that is outside the reach of organic traffic.
- Click-through rates for Google Sponsored ads on “high commercial intent” keyword searches are approximately 600 times higher than the click-through rates for ads on a Facebook page.
- The average click-through rate of an ad on the Google Display Network is almost 10 times higher than a Facebook advert.
- Facebook adverts can reach 51% of all internet users. Google’s Display Network reaches 90% of all internet users.
From personal experience, those advertisers focused on sales and conversions still gravitate towards Google rather than Facebook or Twitter due to Google’s established presence in the arena. I think it’s also fair to say that those on Facebook are not there because they want to make a purchase or go hunting for some kind of service; they are there to interact with their friends, or brands that they’re a fan of. Someone searching via Google, however, is actively looking for something, so get your keyword targeting right, and you can target those who are more likely to have an interest in what you’re offering.
Social Media PPC will continue to grow and grow over the coming year but the old master still has some tricks up its sleeve so don’t write it off just yet; combined with a solid marketing strategy, you can really achieve the kind of results you’re after.
We’ve shouted a lot about inbound marketing and how traditional methods of push marketing (ppc being one of them), are dying out, however, integrating a paid search strategy into an organic search strategy can work really well, provided you get the balance right and target appropriately.