Paid search and paid social advertising are two of the most popular forms of digital marketing. Both marketing methods involve businesses paying to have their ads displayed in front of potential customers online. However, there are some key differences between the two. If you’re wondering what the difference is between paid social and paid search, we break it down here.
Different Approaches to Digital Marketing
Paid search ads are displayed on search engine results pages (SERPs) when someone searches for a keyword or phrase that is relevant to the business’s products or services. Paid social ads display on active social media platforms, such as Facebook and Instagram, when users are browsing those forums.
Paid search ads are usually text-based, while paid social ads can be text-, image-, or video-based. Paid search ads are priced on a pay-per-click (PPC) basis, which means that businesses only pay when someone clicks on their ad. In comparison, paid social ads are typically priced on a cost-per-impression (CPM) basis, which means that businesses pay when their ad is shown to someone, whether that user takes an action or not.
Paid search ads are a good way to reach people who are already actively looking for what you have to offer. Paid social ads are a good way to reach people who are not necessarily actively looking for what you have to offer, but who might be interested in learning more about your business or your products. This allows you to build brand awareness and generate leads, even if the people you reach are not ready to buy right away.
For example: If your business sells cars, you have two goals: sell the inventory you have right now and build brand awareness so that people will seek you out when they need to buy a car. Paid search ads will help you locate people who are actively looking to purchase a vehicle now. Running paid social media campaigns will bring users’ passive and active attention to your company as they browse for other things or interact on social media. Both types of paid advertising can help you in the longer term.
Paid Search vs. Paid Social
Ultimately, the best type of advertising for your business will depend on your specific goals and target audience. If you’re looking to drive traffic to your website, both paid social and paid search can be effective. However, if you’re looking to build brand awareness or generate leads, paid social may be a better option.
Here are some additional factors to consider when choosing between paid social and paid search:
- Your budget: Paid social can be more affordable than paid search, especially for small businesses.
- Your target audience: Paid social is better for reaching a more diverse audience, while paid search is better for reaching a more targeted audience.
- Your goals: Paid social is better for building brand awareness and generating leads, while paid search is better for driving traffic to a website and converting customers.
- Your timeline: Paid social can be used for both short-term and long-term campaigns, while paid search is best for short-term campaigns.
| Feature | Paid Social | Paid Search |
|---|---|---|
| What is it? | A form of online advertising that allows businesses to target their ads to specific audiences on social media platforms. | A form of online advertising that allows businesses to target their ads to specific audiences who are searching for products or services on search engines. |
| Targeting | Can target users based on their demographics, interests, and behavior. | Can target users based on their keywords and search intent. |
| Format | Can use a variety of ad formats, including text, images, videos, and carousels. | Mostly text-based ads, but can also include images and videos. |
| Cost | Cost per click (CPC) or cost per impression (CPM). | Cost per click (CPC). |
| Goals | Building brand awareness, generating leads, and driving sales. | Driving traffic to a website, generating leads, and converting customers. |
| Timing | Can be used for both short-term and long-term campaigns. | Best for short-term campaigns. |
You can also use both paid social and paid search together to create a more comprehensive marketing campaign. This will allow you to reach a wider audience and achieve your goals more effectively.
Ultimately, the best way to choose between paid social and paid search is to experiment with both and see which one works best for your business. If you’re not sure which type of advertising is right for your business, it’s a good idea to consult with a digital marketing expert. Corporate Conversions can help you develop a strategy that meets your specific digital-marketing needs and budget. Click here to schedule a meeting with Tom today.
