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by Stephen Logan on 7th April 2010
Social networking sites are offering new advertising platforms to businesses, which means that Google is struggling to compete, it has been claimed.
According to Business Insider, pages such as Facebook offer a more targeted advertising approach, which is distracting from the effectiveness of pay per click services from the search engine.
This is because social networking sites offer better optimisation with keywords and demographic-specific ads, the news provider states.
"Social media advertising opportunities are yielding better-qualified, higher ROI results compared to the Google ad network," it adds.
While the publication admits that Google’s model is still effective, it is now under more pressure to provide a similar service to that offered by domains like MySpace and Twitter.
At the end of last month, the Financial Mirror also advised that customer profiles are essential for businesses if they wish to launch effective pay per click campaigns.
This is because it allows them to identify their target market and understand consumers.