{"id":2862,"date":"2022-10-19T13:00:29","date_gmt":"2022-10-19T13:00:29","guid":{"rendered":"https:\/\/convexinteractive.com\/blog\/?p=2862"},"modified":"2025-06-27T13:21:35","modified_gmt":"2025-06-27T13:21:35","slug":"influencer-marketing-vs-ppc-advertising","status":"publish","type":"post","link":"https:\/\/convexinteractive.com\/blog\/influencer-marketing-vs-ppc-advertising\/","title":{"rendered":"Influencer Marketing vs PPC Advertising: A Comparison"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">While influencer marketing is growing rapidly, many marketers stay skeptical: PPC ads are much easier to measure, control, and optimize.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, influencer marketing and social media ads have their place: the preference depends on the goal, product, target group, and marketing strategy. Let&#8217;s review the advantages of both advertising options!\u00a0<\/span><\/p>\n<p><b>What is influencer marketing?<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Influencer marketing is a type of marketing where brands collaborate with opinion leaders or social media users with a significant number of followers to promote their products and services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regarding social media and content marketing, influencer marketing relies on influencers\u2019 recommendations and, therefore, is leveraging word-of-mouth marketing.<\/span><\/p>\n<p><b>Advantages of influencer marketing<\/b><\/p>\n<ul>\n<li><b>More reliable than traditional advertising<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">People trust other people more than traditional advertising. Friends, family, opinion leaders, and even strangers on the internet: <\/span><a href=\"https:\/\/www.brightlocal.com\/research\/local-consumer-review-survey\/\"><span style=\"font-weight: 400;\">79%<\/span><\/a><span style=\"font-weight: 400;\"> of consumers trust product reviews on the internet as much as recommendations from friends and family!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, if the influencer has built a strong community around them, they have a strong relationship with their followers. Thus, when they share their honest\u00a0<a class=\"c-link\" tabindex=\"-1\" href=\"https:\/\/www.zonkafeedback.com\/product-feedback\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"https:\/\/www.zonkafeedback.com\/product-feedback\" data-sk=\"tooltip_parent\" data-remove-tab-index=\"true\">product feedback<\/a> feedback about a product or service, their fans believe them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also a two-way communication: followers can immediately ask the creator clarifying questions or specific product recommendations, which influencers are usually happy to share.<\/span><\/p>\n<ul>\n<li><b> <\/b><b>Reaching a niche target group<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Usually, influencers share content about a specific topic: is it cooking, fitness, or self-development. So naturally, their followers are also looking for product recommendations in that field!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using an <\/span><a href=\"https:\/\/promoty.io\/search-for-influencers\/\"><span style=\"font-weight: 400;\">influencer search tool<\/span><\/a><span style=\"font-weight: 400;\"> you can find influencers in a specific niche using an influencer search tool. For example, if a food brand launches a vegan product line, it makes perfect sense to work with a vegan recipe influencer \u2013\u00a0their followers are eager to learn about new vegan products on the market and how to use them!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Influencer marketing can be a great way to reach a niche target group \u2013\u00a0especially in cases where the Google search volume is low, and Facebook targeting is not precise enough.<\/span><\/p>\n<ul>\n<li><b> Good impact on the brand image<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It\u2019s no surprise that social media is shaping trends. Many influencers are trendsetters: what they wear, where they go, and what they consume is <\/span><i><span style=\"font-weight: 400;\">trendy<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The influencer&#8217;s reputation, messages, and values are inadvertently associated with the brands they collaborate with. Therefore, working with a well-chosen influencer also positively affects the brand image.<\/span><\/p>\n<ul>\n<li><b> Content for the brand\u2019s social media and ads<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Creating attractive, scroll-stopping, and professional content is one of the superpowers of influencers. As they do it daily, they know exactly what works on social media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, in this age of technology, various <\/span><strong><a href=\"https:\/\/convexinteractive.com\/blog\/social-media-automation-tools-2022\/\" target=\"_blank\" rel=\"noopener\">social media automation platforms<\/a><\/strong><span style=\"font-weight: 400;\"> are available to ensure that your business visibility, awareness, and global reach are extended drastically.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If agreed so, the brand can leverage influencer-generated content on its channels \u2013 as it\u2019s authentic and trendy, it frequently works better than professionally produced content. Not to mention it\u2019s significantly more affordable than organizing photoshoots yourself!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, influencer-generated content works wonders in paid ads. According to Meta, ads with ICG have <\/span><a href=\"https:\/\/business.instagram.com\/blog\/the-business-of-instagram\"><span style=\"font-weight: 400;\">53%<\/span><\/a><span style=\"font-weight: 400;\"> higher click-through rates than ads with business-as-usual visuals.<\/span><\/p>\n<ul>\n<li><b> <\/b><b>Avoid ad blockers<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Much has been talked about the disappearance of banner advertising due to the increasing use of ad blockers, especially among young people. <\/span><a href=\"https:\/\/backlinko.com\/ad-blockers-users\"><span style=\"font-weight: 400;\">46%<\/span><\/a><span style=\"font-weight: 400;\"> of users worldwide admit to using ad blockers \u2013\u00a0it\u2019s nearly half of the potential customers!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As influencers share sponsored posts with their organic content, ad blockers can\u2019t identify or hide these ads.<\/span><\/p>\n<ul>\n<li><b> <\/b><b>Long-term benefits and discoverability<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Traditional ads are up as long as you pay the ad platform.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Influencer marketing has a longer-lasting effect,&#8221; says John, an influencer marketing consultant. If an influencer likes your product, they will likely recommend it to their followers, even after the collaboration is over \u2013 especially if you turn them into <\/span><a href=\"https:\/\/promoty.io\/brand-ambassadors\/\"><span style=\"font-weight: 400;\">brand ambassadors<\/span><\/a><span style=\"font-weight: 400;\">!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, most influencers keep the sponsored posts up after collaboration. So when potential customers later search for user feedback about your brand,\u00a0they&#8217;ll reach the influencers\u2019 posts.<\/span><\/p>\n<p><b>What is PPC marketing?<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pay-Per-Click (PPC) advertising is a type of marketing where advertisers pay a fee every time their ad is clicked. That includes ads on Google, Facebook, Instagram, Capterra, and many other platforms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most marketers love PPC ads. For a reason: they are easy to measure, control, and optimize, they can be targeted very precisely, and the results can be monitored in real-time.<\/span><\/p>\n<p><b>Advantages of PPC ads:\u00a0<\/b><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Measurable and optimizable in real-time<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The main advantage of PPC ads is that measuring them is highly accurate, and the ads have a short optimization cycle.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By combining Google Analytics and the data displayed on a social platform (Facebook, Google, etc.), you can see the distribution of each ad (campaign), the number of impressions, website visits, average visit time, conversions, etc. In addition, you can optimize, leverage, or pause campaigns, ads, and keywords in real-time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The optimization is aided by the Facebook algorithm, which, when properly configured, directs and optimizes advertising to reach more potential customers with lower advertising costs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In Influencer marketing, the marketer also knows the reach, the number of impressions, and engagement. All the data runs in one place if they use an <\/span><a href=\"https:\/\/promoty.io\/influencer-management-tool\/\"><span style=\"font-weight: 400;\">influencer management tool<\/span><\/a><span style=\"font-weight: 400;\">. However, the optimization cycle is longer: the conclusions can be made only after the collaboration is over.<\/span><br \/>\n<b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>The impact on sales is easier to measure<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">One of the perks of PPC ads is being measurable in real-time: you see exactly how many clicks came from each ad (campaign) and what people did after clicking on the ad.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When measuring influencer marketing, it is usually done with personal discount codes or trackable links that influencers can add to their profile, blog, or Instagram stories.<\/span><br \/>\n<b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Very precise targeting (including retargeting)<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The main advantage of PPC ads is very precise targeting options: in addition to targeting by demographics, interests, and past activity (for example: watching a video), you can also target users who have visited the website, made a purchase, or completed any other step in the buyer journey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, you can also exclude these audiences from your advertising campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also create similar target groups (Lookalike Audiences) on Facebook to find new customers. So the targeting possibilities are almost endless!<\/span><\/p>\n<p><b>Final thoughts<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Both well-targeted ads and collaborations with well-chosen influencers can bring very good results. Which one to choose depends on your product, target group, and marketing strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since both have their advantages and disadvantages, the best results can be brought by combining the two \u2013 for example, you can direct potential customers to your website and later catch those users with retargeting ads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not to mention that consumer needs several touchpoints to make a purchase decision, which is why the strategy of combining different channels works successfully.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>While influencer marketing is growing rapidly, many marketers stay skeptical: PPC ads are much easier to measure, control, and optimize. However, influencer marketing and social media ads have their place: the preference depends on the goal, product, target group, and marketing strategy. Let&#8217;s review the advantages of both advertising options!\u00a0 What is influencer marketing?\u00a0 Influencer [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":2950,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26],"tags":[1323],"class_list":{"0":"post-2862","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"tag-influencer-marketing-and-ppc-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Influencer Marketing vs PPC Advertising: A Comparison - Convex Interactive<\/title>\n<meta name=\"description\" content=\"Want to know the difference between influencer marketing and PPC marketing? 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