In an attempt to find a revenue generation model, LinkedIn and other social media sites now allow direct pay-per-click advertising on their sites. So when should you advertise on these sites and other content networks. Here’s my advice….
1. You’ve maxed out search network PPC and have budget to spare. When folks search for terms in the traditional search network, you know they are looking for something particular to the keywords you have in your ad campaigns. On LinkedIn they might just be looking for their buddy’s phone number and many times don’t even see the ad. That being said it is another channel and your cost-per-click (CPC) should be much lower than a search network CPC.
2. You can advertise on a niche site. If you sell a medical device for headache relief and can advertise on a migraine discussion forum site, then content network advertising makes a whole lot of sense.
3. You can target a very specific demographic. Whether it’s age, job title or a particular city, you can get pretty granular specifying on whose pages your ads appear.
