• Daniel Trösch

Why is Influencer-Generated Content Effective for PPC Campaigns?

Updated: Jan 24, 2020

Part 3 of 4

PPC stands for pay-per-click

PPC stands for pay-per-click. Advertisers pay a fee each time one of their ads is clicked. This form of internet advertising is a way of buying visits to your site, rather than attempting to “earn” those visits organically.

The most popular forms of PPC are search engine advertising, Facebook ads, Instagram ads, and LinkedIn ads.

For the purpose of amplifying influencer marketing, we consider here only Facebook Ads, Instagram Ads and Linkedin Ads.

What is Facebook PPC?

Facebook PPC and Google ads function pretty similarly: you can select a specific audience or keyword, and you pay X amount each time your ad is clicked. Cost-per-click (CPC) is determined by how many people you can reach and how competitive that audience is.

Facebook allows you to create your own PPC ads within the Facebook Ads Manager.

Ads can be standard photo, video ads, or carousel ads, which allow you to combine multiple pictures or links in the same ad.

The advantage of Facebook PPC is that you can create highly targeted audiences and then only display your ads to these audiences. As you pay per click, your goal is to create ads that are as engaging as possible.

Why should you combine influencer marketing and PPC ads?

One of the key factors for getting people to click on your ads is personalization . To keep your costs down and increase your ROI, ads need to be relevant.

Influencer marketing can help you personalize content, and PPC can help you to send that message to a very targeted audience.

The combination is fantastic! Influencers create the right content, and you can focus your message by collaborating with influencers from different niches (i.e. “mommy bloggers,” fashion bloggers, etc.).

Instead of having to figure out a “one size fits all” message, you can leverage the influencers’ knowledge and understanding of a certain niche. Let them tell your story in their words.

Then leverage that authentic content in a PPC campaign on Facebook, Instagram, or, if you are B2B, on LinkedIn.

That helps you to

- Increase visibility.

- Easily track and monitor your campaigns.

- Retarget specific audiences.

Now let’s have a look at how to do it.

Continue Reading Part 4.

Part 1: Why does social media marketing have a visibility issue?

Part 2: How can influencer marketing fix social media marketing’s visibility issue?

Part 3: Why is a combination of PPC and influencer-generated content most effective?

Part 4: How can I implement an influencer-PPC campaign? (A step-by step guide)