Is social media fatigue setting in?
PPC social media is oh so hot and sexy, and growing like a weed. And yes, PPC Facebook and LinkedIn ads have their place in a marketing, advertising, and media plans. But before you get too caught up by "shiny object syndrome" and start moving search budgets to social PPC (instead of carving out new PPC social media budgets), it's appropriate to outline five reasons PPC search beats social media PPC advertising.
To summarize, social media advertising shows a lot of potential for brand advertisers looking for ways to influence demand and build awareness. It has some potential as a direct response medium (particularly when it is used within a media mix model framework where the influence can be properly attributed). This potential particularly applies to large spenders where this impact can be measured. If your paid search inventory is hyper-expensive and clicks from social media are cheap enough, then sure, buy social media ad clicks as needed, along with display and contextually-targeted clicks.
Now click your mouse three times and repeat: "There's no place like Search! There's no place like Search! There's no place like Search!"
Kevin is off today. This column was originally published on August 19, 2011 on ClickZ.
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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