Paid search vs. paid social media: finding the right solution for your small business

In internet marketing, understanding the nuances between paid search and paid social media can significantly impact your marketing strategy and return on investment. Both channels offer unique advantages, but selecting the right one depends on your business goals and audience.

Aligning the marketing strategy with business goals

Before you get into the details, it is advisable ask yourself:

Understanding the difference

Now that you’ve got answered the above questions, let’s look at the basic differences between paid search and paid social media.

Paid search, also known as search engine marketing (SEM) or pay-per-click (PPC), involves reaching individuals who are actively searching for your products or services. Whether someone is casually searching for a nearby restaurant on Google Maps or frantically searching Google for the solution your product offers, paid search brings your message front and center to your audience, allowing users to click through to your website and (hopefully ) conversion accomplished.

On the other hand, paid social is a more proactive approach. Instead of reaching users who are actively searching for a specific product or service, paid social casts a wider net and serves ads to users in their goal demographic as they browse their feeds, post videos, or interact with content. So, while search ads are targeted to users who have accomplished a search, social media ads are targeted to users who have shown interest in brands like yours, have demographic similarity to customer profiles, or have similarities (in addition to aversions) that make them relevant to your products and services.

The strengths of paid search and paid social media

Paid search

• Intent-based targeting: Reaches users actively looking for solutions related to your products or services.
• High conversion potential: It offers a direct path to buy, making it ideal for increasing sales and generating leads.
• Control: Unlike website positioning, you define your message (and landing page) based on what users are looking for. Additionally, for brands that are being upvoted (other brands bidding on your brand’s terms), paid search lets you defend your brand message and stand out from the competition.
• Retargeting – Instead of missing out on reaching users who didn’t immediately convert on your site, paid search lets you re-show your ads to users who have previously visited your site or interacted with your content, allowing you to capture leads and increase conversions.
• Measurable results: Provides detailed evaluation of clicks, impressions, conversions and ROI, enabling precise tracking and optimization.

Paid social

• Wide audience reach: Ability to attach with a wide selection of users based on demographics, interests and behavior.
• Greater brand awareness: It builds brand visibility and recognition through visually attractive ads and engaging content.
• Retargeting – Like paid search, paid social lets you reach users who have previously visited your site or interacted with your content, which lets you generate leads and increase conversions. The advantage of Paid Social that Paid Search does not is that Paid Social enables conversions and sales on the platform, allowing users to take motion seamlessly without interruptions or annoyances.
• Similar/predictable audiences – Sure, you know who your customers are, you have an idea of ​​their demographics and interests, but how you can reach similar audiences? Lookalike and Predictive Audiences enable you to leverage first-party data (CRM) to create, launch, and engage latest audiences to extend engagement, site motion, and conversions.
• Community building: It strengthens customer relationships and creates loyal fans.

The power of paid search: When intent is king

Here’s why paid search needs to be the cornerstone of your marketing strategy:

• Aiming with surgical precision: Reach users with pinpoint accuracy based on the keywords they are actively searching for. This “intent-based targeting” translates into laser-focused campaigns with high conversion potential. Don’t think of it as targeting anyone with feet with a shoe ad. Instead, think of it as targeting eco-friendly, vegan trail trainers made from recycled rubber to eco-conscious ultramarathon runners.
• Data-driven decisions, growth-driven results: Paid search provides an almost countless wealth of knowledge – clicks, impressions, conversions, demographics, device type, you name it. This data is your boardroom, allowing you to research performance, optimize campaigns in real time, and maximize ROI.
• Direct purchase path: Forget about being slow – paid search ads can lead users on to a product page or contact form. If someone is actively searching for “best running shoes for flat feet” and your brand meets that requirement, you’ll be able to be there and capture the conversion immediately.

The Spell of Paid Social Media: Telling Brand Stories and Building Loyalty

Paid social media is not just about sales – it’s about building brand loyalists. Here’s what Paid Social presents:

• Unlocking the power Brand Awareness: Paid social networking sites let you tell your brand story through visually stunning images, thought-provoking videos, or engaging interactive content. This increases brand recognition and makes you a leader in your industry. Additionally, Paid Social lets you collaborate with other brands, personalities and influencers to build on each other’s successes and grow together!
• Building a community of loyal fans and brand supporters: Social media platforms are where conversations occur. Paid social networking sites enable you to initiate engaging dialogues with your audience, build relationships and foster a sense of community – which is a powerful force in building customer loyalty and supporting your brand.
• Retargeting (value mentioning again): Don’t let these website visitors get uncontrolled! Paid social lets you retarget users who have already interacted with your brand, keeping your product or service in the highlight and encouraging them to convert. In turn, retargeting gives your brand supporters the opportunity to advertise latest products and services on to your most valued customers.

Cost considerations: balancing the budget for growth

Both paid search and paid social operate on a dynamic cost structure, but unlike traditional media buying, you’ll be able to turn them off without having to spend your full budget. Paid search typically involves a pay-per-click (PPC) model, where you are charged for each time your ad is clicked. The greater the competition for your chosen keywords, the higher the cost. But do not be afraid! Paid search also lets you bid to maximise clicks, maximize conversions, CPA goals, and ROAS goals.

Paid social also has variable costs depending on aspects similar to ad placement, targeting options, and format (image, video, carousel). And identical to with paid search, you’ll be able to bid to attain your campaign goal: impressions (awareness), clicks, conversions, CPA and ROAS.

Ideal strategy: balance of balance

There is no “right” combination of paid search and paid social. Instead, it’s about finding the right balance between the two. Below is a commonly used example of how brands use paid search and paid social media, but ultimately it’s as much as the success your brand achieves from your efforts.

Sample strategy:

• Brand awareness and lead generation: Use paid social media to introduce your brand to a wider audience, while using paid search to generate leads from users actively searching for solutions. This is a double whammy for a solid marketing funnel.
• Data-driven retargeting: Use data from each channels to retarget users who have interacted with your brand across platforms. Whether it’s a website visit from a Google PPC ad or a video view on Meta, retargeting keeps you in the highlight and generates conversions.
• Consistent messaging and seamless user experience: Maintain a consistent brand voice and message across each platforms. This increases trust and creates a consistent user experience that builds brand loyalty.

Putting all of it together:

In the dynamic internet marketing landscape, the alternative between paid search and paid social media is not mutually exclusive. The best marketing strategies often leverage the strengths of each channels to attain optimal results. By understanding the nuances of each platform and tailoring your goals to your audience, you’ll be able to strategically allocate resources and maximize your return on investment. Whether you are looking for brand awareness, immediate website traffic, or conversions and revenue, the collaboration between paid search and paid social media is a powerful path to success for your small business.