Using Social Media As Pay Per Click Advertising

I'll talk about using social media as Facebook from a Facebook pay per click perspective

. In the same way that Google AdWords runs adverts on Google results pages, you've probably all seen the adverts in Facebook, those of you who have Facebook accounts. You can actually do pay per click advertising inside Facebook. You can do it in a very smart way.

Not only is it keyword based like AdWords, so you say, I want to target my ad to people who like Johnny Depp or who like this and like that, based on keywords, you can also refine that by very targeted demographics. So you can say, I want my ad to show for people who are between twenty-five and thirty, based in Melbourne, who like the Essendon football club. You can target ads specifically for those people. So it's very effective from an advertising perspective to actually go for keywords and demographics. You can get really refined in the actual message market match.

Not only can you get rid of a lot of wastage but when you're actually showing the ad, you can target it very tightly, which is obviously going to increase your click through rates and so on. It's all from a pay per click perspective as well. We've done a fair bit of testing on using social media in some strange niches that we operate in and it's had success amazingly in some spaces, then it's just bombed in others. I think it just comes down to the fit of what Facebook is.

Unlike AdWords, where people are going there to search for something, so people obviously do look at the adverts on the page if they actually want to find information, Facebook is that interruptive style of pay per click advertising, in that no one goes to Facebook for the ads. They go to Facebook for their friends and to see what their friends are liking and what coloured socks they wore today and what the dog is and random things that happen on Facebook. So that works really well.

Where web 2.0 technology especially Facebook is going from a marketing perspective, I think in a great way is the like buttons and so on. What you can do is tie them in together. You can put like buttons on your website. So someone has a Facebook account and is logged in and has a cookie on their computer and they come to your website. I like this particular bakery or website or whatever it might be and that will actually show up on their Facebook stream. So their friends will actually see that you liked something else. It's a great way to manufacture some viral marketing, which is really cool.

Basically what we did with some MCG memorabilia material, we recently launched a whole website and we did some pay per click work using social media, Facebook for that matter. Own a Piece of the MCG, pre-register your interest.

by: Jimmy Cox

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