Salesforce Research Reveals Social Advertising has High Competition, While Google Pay-Per-Click Lags in Popularity
“Buy low and sell high” is the age-old investment advice. The same can sometimes be said for marketing investments. When your competitors are spending much of their ad budget in one place, you might find bargains by doing something different.
Salesforce Research released its fifth State of Marketing report, which surveyed over 4,100 marketing leaders. The entire report is worth reading, but one key takeaway I noticed is the disparity between how many marketers buy social advertising vs. paid search (Google advertising).
Right now, 65% of marketers engage in social advertising. Only 48% advertise on Google Search. With 82% of marketers relying on their brand’s website as a marketing tool, it’s important to remember that 60% of all website traffic is driven by Google Search.
Simply put: most marketers are following the hype of social media and investing too much advertising budget in that area. Paid search has fallen out of fashion, but it’s still the most effective way to drive customers to your website.
When Competition is Low, Google Ads are a Bargain
Google Ads are auction-based. High-demand keywords have a higher cost-per-click than unpopular keywords. If your competitors aren’t trying to outbid you because they are focusing on social advertising, your brand can own paid search for a reasonable investment. It’s time to evaluate what your competitors are doing to see if increasing your Google Ad spend is a smart marketing move right now.