Bluesky for PPC: What you need to know

Bluesky is quickly gaining attention as a growing social media platform – but what does that mean for the PPC community? 

Here’s what you need to know and how to prepare for potential ad opportunities

What is Bluesky?

Bluesky is a social media platform that was originally founded as a research initiative at Twitter in 2019. 

After becoming an independent company in 2021, it launched its invite-only beta in 2023 before opening to the public in February 2024.

As of writing, Bluesky has a total of 33.1 million registered users, and its growth shows no signs of slowing down.

How does Bluesky differ from other social media platforms?

The platform, which describes itself as “social media as it should be,” has a similar look and feel to how X appeared back when it was Twitter. 

Like most social media platforms, it allows users to post, repost, like, and share content.

The most significant difference between Bluesky and many other platforms is that it is decentralized, meaning it allows users to host their own data and create custom feeds. 

This helps reduce the risk of data breaches and puts control back in the hands of users.

This decentralized approach, combined with the platform’s strong content moderation tools, is highly appealing to social media users who have become discouraged by recent changes to platforms such as X.

So, how can I advertise on Bluesky?

Slow your horses!

There is no advertising on Bluesky.

While they haven’t ruled out the possibility of ads being available in the future, advertisers won’t be able to add Bluesky to their PPC strategy anytime soon.

Even if or when Bluesky does introduce advertising, it is likely to look different from the models used by other social media platforms.

Speaking to CNBC in November, COO Rose Wang stated that while the company is open to the idea of including ads on the platform, they don’t want it to be an “intrusive experience.”

She referenced Reddit’s advertising model as an example of a more intent-based approach to ads.

Dig deeper: PPC keyword strategy: How to align search intent with funnel stages

If there are no ads, then how is Bluesky making money?

Bluesky is funded by investors and venture capital firms.

In November, Bluesky announced it was developing an optional subscription model. Subscriptions are rumored to provide users access to additional features, such as the ability to use a custom domain in their username and higher video upload limits.

Why ads on Bluesky would be a good thing

While there aren’t any opportunities to advertise on Bluesky, that doesn’t mean the time won’t come. 

With a growing user base and increasing operational costs, Bluesky will likely to introduce some.

When that happens, here are some reasons why PPC advertisers might want to give it a try:

• PPC advertisers are becoming increasingly frustrated with the developments – or lack thereof – on platforms like Meta and LinkedIn, which have long dominated the market.
• The introduction of Bluesky to advertisers’ PPC strategy would allow them to try something new and potentially avoid the grievances and pitfalls they are experiencing on other advertising platforms.
• Early adopters are likely to gain an advantage over competitors if they quickly embrace any potential advertising openings.
• Opportunities to be the first business in your niche to advertise on a platform are rare, so advertisers could benefit from staking their claim early and cementing their presence.
• Bluesky’s strong focus on privacy, moderation, and protection from misinformation could offer advertisers a more brand-safe advertising opportunity.

With recent reports of Google Ads placements appearing on illegal and compromising websites, PPC advertisers have increasing and legitimate concerns regarding where their ads are displayed.

Why ads on Bluesky might not be a good thing

If Bluesky introduces advertising, PPC advertisers should also consider potential drawbacks. These concerns include:

• One of the biggest challenges in advertising on Bluesky stems from what makes it unique – its decentralized approach. While this is appealing and important for users, it may complicate advertising due to data and privacy restrictions.
• Depending on the type of advertising model offered, PPC advertisers may need to rethink their targeting and messaging strategies, which could limit their efficiency.
• Many Bluesky users have migrated from X, seeking a platform that values privacy over profit. As a result, Bluesky users are more likely to resist advertising, which could impact ad performance in terms of driving leads or sales.
• Early adopters of new technology often face challenges such as technical bugs and unknown performance benchmarks. Not all businesses may be in a position to take on such risks if or when advertising reaches the Bluesky platform.

What should PPC advertisers be doing now?

In preparation for the likely launch of some form of advertising model on the platform, there are steps PPC advertisers can take now:

1. Claim your handle

Advertisers should secure the handle for their business or clients to ensure they have access to usernames that accurately represent their brand. 

For example: 

• https://bsky.app/profile/searchengineland.bsky.social 

2. Explore the platform

Advertisers should spend time navigating Bluesky to:

• Understand its interface.
• Identify the types of organic content that perform well.
• Become familiar with the platform’s extensive moderation tools.

3. Build an organic presence

By posting content and engaging with the community, advertisers can build trust and recognition for their brand. 

This proactive approach can help businesses connect with Bluesky’s user base – especially if the audience remains resistant to traditional ads.

What’s next?

PPC advertisers will need to hold off a little longer before adding Bluesky to their PPC strategy.

However, with the platform growing rapidly, some form of advertising model is likely to arrive within the next 18 months – and we’ll be sure to keep you updated.

Dig deeper: Here’s why PPC now looks more like paid social and what it means