Paid advertising can work on many levels from huge budgeted campaigns pushing their message upon thousands of potential consumers on international search engines to specifically targeted ROI advertising. So which is best for your brand?

Google is, and will always be a great place to advertise your product or service, but competition is fierce and business’ can struggle to spend their money effectively if they don’t understand it. Marketers can reach out to thousands of online users at a time with Google PPC, but can they always reach the customers that really matter to their business objectives?

Facebook PPC advertising is arguably the most exciting, targeted and effective new medium of advertising in the online marketer’s toolbox. Not only are the numbers impressive with more than 350 million active users averaging more than 55 minutes per day on Facebook in 70 different languages, but the hugely targeted approach is unparalleled. The ads can be targeted by keywords, sex, age, location, language, political views, relationship status, education status and workplace. Google Adwords , which has proved its success in its own right, only uses keywords and location to target potential traffic.

The brand identity Facebook has itself acts as a fantastic platform to create your own personality to position your brand as a fun, youthful one with innovative connotations and the news of the effectiveness of Facebook PPC has hardly gone unnoticed. A new report released from eMarketer , states that Facebook “will surpass its former rival, MySpace, in ad revenues in 2010, when marketers worldwide will spend $605 million (£381 million) on Facebook versus $385 million on MySpace”.

According to analytics firm Hitwise , Facebook was the “most visited site in the United States on Christmas Eve and Christmas Day.” This is a huge milestone for Facebook as it was the first time the company was the most visited site in the U.S. ever, beating out the search giant Google!

Consumers who have been exposed to a brand through social media and paid search are 2.8 times more likely to search for that brand’s products. This sounds impressive, but it is important to note that social media PPC works far better for a brand with an emotional appeal. Charities and brands with powerful identities are particularly successful with the most noticeable example being Coca Cola who have the attracted over 4million users to their Facebook page. That figure is only beaten to the number one spot by Barack Obama’s page!

To conclude it is important to note that social media acts as a great integrative PPC tool and it probably won’t drive a huge amount of short-term revenue. The click-through rate (CTR) in paid search increases by 50% when consumers are exposed to both influenced social media and paid search.

After a successful two years, Facebook PPC advertising is really starting to come into its own and along with other social media sites can truly bring the definition of return on investment back to life!

4Ps isn’t just another PPC management agency. To discuss how PPC and other forms of digital advertising are evolving together in order to keep pace with new developments in user interaction and social media, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about data, marketing and user behaviour across all inbound channels. What could a 4Ps search marketing consultant do for your business?