PPC and Influencers: Revenue Booster or Pie-in-the-Sky Strategy?


Digital advertising has many objectives. But your online store uses it to generate a good ROI through increased conversions. Among the many options available when it comes to digital advertising, PPC (pay-per-click) and influencer marketing are the most popular because of their efficiency in attracting leads and converting them to sales. But as users become more familiar with PPC and influencers, they become immune to their effects. 

You need to adopt new approaches to connect with your audience and drive more sales. So, is combining PPC and influencers a revenue booster or a pie-in-the-sky strategy? Read on to find out.

PPC Marketing and Its Prospects for 2021

Considering the benefits of PPC, it will still be an effective marketing campaign beyond 2020. It promises huge advantages in 2021 because it is one of the most cost-effective digital campaign methods out there. You only pay when a visitor clicks on your ad, hence its name ‘pay-per-click.’ Here are other benefits of PPC:

  • PPC can help you attain the goals of your business easily and with speed.
  • There’s no need for updates in response to algorithm changes, as is the case for content marketing.
  • You don’t need any special skills to design PPC ads.
  • PPC can increase your potential leads considerably.

To get the most out of your PPC campaigns in 2021, you will have to adopt several strategies, such as leveraging diverse platforms. It will be time to invest more in social media platforms, including Facebook, Instagram, YouTube, and even TikTok, to increase the visibility of your brand.

2021 also looks bright for PPC marketing because online retail giants, such as Amazon, are expected to play a crucial role in PPC marketing in the coming years. They would open the platform to more players, and your business can take advantage of their huge audience to position its brand accordingly.

How Successful Is Influencer Marketing in Increasing Leads and Conversions?

Influencer recommending products on a video

There is no doubt that influencer marketing can increase leads and conversions, too. Influencers have a large following of admirers. When they identify or speak positively about your brand, they generate a lot of interest from their followers. This could lead to more leads flowing down the sales funnel and eventually more conversions and sales.

But first, you need to have the right strategies in place to get the most out of your influencer marketing campaign. The first step in this program is getting the right influencer, one who resonates with your brand and the target audience. For example, if your target audience is mainly millennials, be sure to find an influencer who is either a millennial or has a lot of influence on young people.

Influencers can also increase leads and conversions by harnessing the power of social media. Since influencers have massive followings on social media platforms, they can help you increase your brand visibility through a single post on their social media pages. It would generate leads and hopefully attract quality traffic to your site.

What Are the Best Channels for Influencer Marketing?

When it comes to social media channels, you would be forgiven for thinking that Facebook comes out on top for influencer marketing. But at the top of the list of the best channels for influencer marketing is Instagram. It is the first stop for users who wish to share media with friends, family, and just about everyone else.

Next comes YouTube, while Facebook is a distant third. YouTube has become a popular channel for placing ads because of its large following. It is where people go when they want to watch or post a video. Millions of users watch YouTube every day, and influencers can tap into this huge audience.

But finding the right influencer can be challenging if you don’t know where to look. The market is now flooded with influencers, but not everyone may be perfect for your brand. Visit these platforms if you are looking for the best influencer for your sales team:

  • TapInfluence: This links brands with persuasive distributors to measurably increase engagement.
  • UpInfluence: This software has over 3 million influencer profiles, and you can search by criteria such as keywords, geolocation, engagement rates, and languages.
  • AspireIQ: This tool lists influencers that users can choose depending on their industry and needs.
  • Tagger: Available in nine languages, this platform connects influencers with businesses and has a social listening tool.
  • NeoRich: This platform associates people with organizations for brand enhancement openings.
  • VidRocket: This platform also associates influencers with organizations.

Combining PPC and Influencers: How to Integrate Influencer Content Into PPC Marketing to Achieve Higher ROI

To achieve a higher ROI, you may need to integrate influencer-generated content into PPC campaigns. Influencers will generate traffic to the carefully crafted PPC ads to increase brand visibility and drive conversion rates.

You could start by working with multiple influencers concurrently to obtain instant feedback. This feedback will help you to determine what social platform works best for your brand – whether it’s Facebook, Instagram, YouTube, or LinkedIn — so you can place your ads strategically.

Social media platforms no longer generate organic leads as they used to a few years ago. Opening a Facebook or Instagram account and splashing the page with images and content about your brand isn’t enough. You need to integrate influencer content into your marketing strategies to boost your brand visibility.

Integrating PPC and influencers in your marketing creates a perfect environment for attracting leads from the massive social media following of the influencers. Well-crafted ads placed alongside influencer-generated content is sure to attract clicks. It could lead to more conversions and increased profitability for your business.

Managing campaigns with PPC and influencers can be quite overwhelming for SMBs trying to survive in these uncertain times. Going the DIY route may only complicate matters even further. Zen Agency can demystify these concepts for you and let you focus on other important matters of your business. Let us handle marketing campaigns with PPC and influencers for you. Contact us today for more information.

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Kelly Franks

Kelly Franks has over 10 years of experience with multichannel internet marketing, specializing in content marketing, copywriting, social media marketing, search engine optimization, and pay ­per click advertising. She has been a regular contributor to the Citizens' Voice Newspaper and has developed numerous promotional campaigns to successfully maximize the visibility of both online and storefront businesses.

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