When one considers an online ad campaign, it’s natural to think the first thing that comes to mind is search engine pay-per-click programs. Google AdWords, Yahoo Search Marketing, and Bing tend to remain at the forefront of the minds of marketing departments, with little thought given to other hot spots on the Internet. While the major search portals may provide the bulk of organic and paid traffic to a Web site, there is something to be said for the investment of social media paid advertising platforms as well. If you manage a fairly successful social profile, it may interest you to look into paid options on the sites your demographic is most likely to visit. As the Net steers more toward a social search paradigm, it’s important to extend your in places you’re likely to touch people.
That said, here are a few alternatives to integrate into your marketing strategy. Not all may work for your advertising dollar, but each represents an active model that could prove effective for your business.
Facebook Ads – It’s said that is Facebook were a country, it would be the fourth largest in the world by population. Within this structure, the social network offers a PPC strategy that allows advertisers to cherry-pick their audience. You can shape ads to reach a specific age range or geographical region, or create ads for an audience with specific interests. Simple to use and simple to bid, the Facebook model provides advertisers with streamlined marketing options that don’t deter users.
MyAds – Now in beta testing, this is MySpace’s new PPC system which operates on the familiar cost per click (CPC) and cost per 1,000 impressions models. Advertisers are able to target ads to preferred gender, age, location, and interest specifications, and given the popularity of MySpace among younger users (the active demographic of this social network is growing among the 18-24 set, where older users turn to Facebook), this program would be suited toward youth-oriented business.
Sponsored Diggs – Digg, the popular social bookmarking site, boasts about 40 million unique visits a month and has five million registered users in its stable. Recently, the site entered the advertising arena with “sponsored” Digg entries, where advertisers can connect an article or landing page to a specific Digg. The advantage: the “ads” very much resemble other listings on the site so they don’t appear too invasive. The disadvantage: if Digg users don’t like your ad, they can click to “bury” it rather than Digg it. So be warned!
As social media sites become more savvy with advertising options, the opportunity opens wider for you. Take the time to explore these effective alternatives.
Kathryn Lively is a social media specialist who works with clients on travel social media optimization.
