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Can Pay Per Click ads Strengthen Influencer Marketing?

4 min read.

Sarah Toal, Search Executive

by Sarah Toal, Search Executive

Core Investment

Influencer Marketing and Pay Per Click (PPC) advertising have independently been increasing their share of overall marketing budget for some time now. In the last three years, influencer marketing in particular has experienced huge growth, as reports suggest this tactic has become a $5-10 billion-dollar global industry.

But somewhere in the middle of the boom of “influencers,” PPC became the enemy. There is a significant number of articles online trying to persuade you on why influencer marketing is better than PPC and vice versa.

What if both powerful channels could coherently work together? This is an exploration of this potential synergy.


The Growth of Influencer Marketing

In 2017 influencer marketing was a $3 billion industry, by 2018, it had grown to $4.6 billion. It is expected to continue an upward trajectory this year to potentially become a $6.5 billion industry and a $10 billion industry by 2020.

Over the past three years, Google searches for “influencer marketing” grew by 1,500%.

Artificial Intelligence is also changing influencer marketing. @liliquela is an AI influencer with 1.6 million followers that has even collaborated with Prada for Milan fashion week. Featured on the cover of ELLE and raising significant revenue.


What is Influencer Marketing?

HubSpot define Influencer marketing as:

“Influencer marketing is designed to tap into an existing community of engaged followers on social media. Influencers are specialists in their niches. Additionally, these individuals have influence over an audience you might be trying to reach and can be helpful marketing to those buyers.”

Social media influencers can be classified as the internet celebrities of the world and the key to delivering brand values and messages from thousands to millions of people. Influencer marketing is a very powerful tool when your KPI is brand awareness and driving sales.

I recently experienced the power of influencer marketing when I saw my Instagram flooded with the latest eyeshadow palette. My curiosity for the product grew and I wanted to learn more, so I turned to Google. I typed in “best eyeshadow palette 2019” and I was served the product I had been reading about via the influencers.


Linking Influencer Marketing to Commerce

Google shopping Ads can link influencer marketing to purchase. When you are running influencer campaigns don’t be fooled that 90% of your audience will click that affiliate link and purchase. Many will research the product, watch YouTube videos and read reviews. If you are not present during this exploration phase of your consumer’s journey, you are missing out on a large portion of potential customers.

When we focus on the Irish market, Google trends show the popularity of influencer marketing is growing year on year. It is time to introduce influencer marketing to your strategy, but also look at PPC alongside your campaigns more holistically and find a way to leverage both.


The Benefits of Synergy

Using paid search ads alongside influencer content allows brands to manage the impact of influencer campaigns and capture incremental traffic and sales.

Other benefits include:
– PPC can discover more data about your audience and their interests.
– PPC is more thorough than social media marketing platforms.
– Easy to track and monitor content.
– Magnifies your exposure.
– Build better re-marketing campaigns.

Whereas PPC and Influencer marketing would typically be seen as two completely separate strands of digital, there are ways in which you can utilise search for your influencer campaigns and understand that by using both tactics together, you can amplify your reach and conversions.

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