Why Spreading the Love in Online Advertising is a Must
Facebook PPC: Given that the average user has 130 friends and 24 percent of all page views on the web take place on Facebook, the social platform's incremental reach can be significant. While ads can theoretically take users off the Facebook domain to generate leads or sales on your website, using Facebook PPC ads will be a more cost-effective vehicle to generate fans.
If leveraged properly, Facebook can serve as a permission marketing channel much like email, where you can get messages and offers in front of your audience and their friends over and over again. For the best results, Facebook advertisers should ensure that they're precisely targeting audience segment-specific ads for maximum relevancy. Keep the creative fresh to mitigate ad fatigue.
CityGrid: If your company has a brick-and-mortar presence, advertising on local platforms such as CityGrid makes a lot of sense. CityGrid syndicates ads to over 250 regional guides and mobile apps, including Urban Spoon, Local.com and Citysearch. It's a rapidly growing platform that's gaining significant popularity as the benefits of hyperlocal advertising become more mainstream. While technically not a CPC platform, advertisers bid on a very similar CPA model. The nice thing about CityGrid is that elements of your profile listing such as images, reviews and special offers can get pulled into your Google Places listing, enhancing your local organic profile too.
What's important to note is that spreading the love across multiple platforms doesn't necessarily require a significant increase in an organization's marketing budget. None of these channels have large minimums and you can always shift budget from underperforming search ad groups to test them out. One thing is for sure: Defaulting to Google's search network as the only online tool in your ad arsenal will most certainly leave earnings on the table.