Pay-per-click (PPC) has become so technical, that it’s hard to get a leg up as a newbie. Today, we’ll specifically look at social media data sources.
- Social Media Monitoring
The easiest way to monitor data for PPC campaign improvement is to create Google Alerts for your brand terms. Google Alerts are emails sent to you when Google finds new results -- such as web pages, newspaper articles, or blogs -- that match your search terms. Look for terms people use when referring to your products, brand, or services that aren’t being used in your PPC program. These keywords can often be a very rich source of additional traffic that can be bought at a much lower cost-per-click (CPC).
- Social Tags
Like social media monitoring, social tagging can be a goldmine of information. For example, marketers can review sites that use tags often to find new terms and phrases to add to their PPC mix. Delicious is a social bookmarking site that utilizes user-generated tags in order to share links to a multitude of resources and information. Use the tag search function on Delicious to find new keywords for your PPC campaign.
- Demographics
Many social media monitoring platforms offer demographic information such as age and location. Use this information to expand your PPC program by creating a geo-targeted campaign focused on areas that generate the most traffic to your social media site.
- Competitors
Not only are people talking about you, but they are also talking about your competitors. See what they are saying in online social arenas. What do they like or not like about competitors? This is great data you can use in not only your keyword buy, but also your ad copy.As digital marketers, we are way beyond the time when we could just focus on one or two digital channels. Search engine optimization, pay-per-click, and social media all work together in a connected ecosystem of online finding, sharing, and discussing.
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