PPC Ads or Social Media Marketing?


Jul 28, 2011


This week’s question comes from Gordon D., a new business owner in New Jersey.

He asks:

What is better for my business, PPC ads or social media marketing?

As a business owner, you may be concerned trying to figure out which type of marketing on the web is right for your small business. There are so many aren’t there. The problem is not that you should use one or the other, but rather getting the right mix of using a variety of services. The good news is there are numerous marketing methods that can deliver results. Your business may have better results with one of these methods than it does with other.

So, which is the right one? Let’s take a closer look at how they work.


This is a form of advertising done completely online in which you pay a fee whenever someone clicks on your ad. This could include text links that appear in the search results. It could also be the link a potential customer clicks on at a third party website where they are displaying Google Adsense. The cost of this type of advertising can range widely, depending on the cost of the keywords you elect to use. In order to be successful using this particular advertising method, it is critical for you to ensure that what you are putting into this advertising is less than what you are getting out of it. It can be easy to overspend here and not get the results you want and need, unless you have someone very knowledgeable about monitoring and managing these campaigns for you. Either someone hired in-house or hiring a team of professional web marketers is most likely your best course of action should you decide to go this route.

Social Medial Marketing

It is the latest method of marketing online but it has the most potential to help those businesses who are looking to develop a strong customer base, whether that is local or if it is on the web. Here, you will be spreading the word about your business online. In short, you will be talking about your business and what it offers, without having a strong “buy this” message. Rather, you want to become the authority in the market and show people that what you have to offer is the best out there. This method of adverting will range in costs too, but you can be very effective without investing a lot of money. The key here is to engage the customer, not to pay someone else to do so for you. The hardest part of social media marketing is being able to gauge your success, though if you see an improvement in traffic to your site or blog, this is likely the reason why. A lot of times, it is not performing the social media campaign that is difficult, but measuring tangible results. Again, hiring a team of experienced social media marketers is a good idea. You want some kind of measurement to determine your ROI and they can provide it.

Which Is Best?

It is hard to say that one is better than the other is because these are two very different types of marketing. In most cases, you will see better success if you invest in social media marketing rather than investing in traditional PPC advertising. The good news is that this method is also more affordable because you can do most of the work yourself or outsource those aspects you do not want to do any longer.

Many times, small businesses will benefit from numerous types of marketing. Social media marketing, PPC advertising and even other marketing methods can be linked together and used separately. Doing this could help you to build a strong presence online and help to minimize the overall costs. In addition, this can also help you to build a stronger marketing plan for your business since some businesses do better with specific types of marketing than others do. Try out one for a few months, if you plan to use just one, and then evaluate your results.

Dotcomweavers are a team of professional web designers located in Paramus, New Jersey. We are committed to helping small and medium businesses find growth online. ASK DCW is your chance to ask questions, seek advice and get the knowledge you need to make your business successful in the online marketplace. Connect with us on Twitter (@dotcomweavers) or Facebook.

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