Paid Search vs. Paid Social: Finding the Right Fit for Your Small Business

In online advertising, understanding the nuances between paid search and paid social can significantly impact your marketing strategy and ROI. Both channels offer unique advantages, but selecting the right one or combination of the two depends on business goal(s) and your target audience.

Aligning Your Marketing Strategy with Business Objectives

Before getting into the specifics, you need to ask yourself:

Understanding the Difference

Now that you’ve answered the questions above, let’s break down the core differences between Paid Search and Paid Social.

Paid Search, often referred to as Search Engine Marketing (SEM) or Pay-per-click (PPC), is all about targeting people who are actively searching for your products or services. Whether someone is casually looking for a restaurant nearby in Google Maps, or frantically Googling for a solution that your product offers, Paid Search gets your message front and center for your intended audience, allowing users to click through to your site and (hopefully) complete a conversion.

Paid Social, on the other hand, takes 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 puts ads in front of users who fall within your target demographic as they browse their feeds, post videos, or engage with content. So, while Search Ads target users who’ve completed a search, Social Ads target users who’ve shown interest in brands like yours, have demographic similarities to your customer profiles, or have affinities (as well as aversions) that make them a fit for your products and services.

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Strengths of Paid Search and Paid Social

Paid Search

• Intent-Driven Targeting: Reaches users actively searching for solutions related to your products or services.
• High Conversion Potential: Offers a direct path to purchase, making it ideal for driving sales and generating leads.
• Control: Unlike with SEO, you determine the message (and the landing page) based on how and what users are searching for. In addition, for brands that are getting conquested (other brands bidding on your brand terms), Paid Search allows you to defend your brand messaging and stand out from the competition.
• Retargeting – Rather than give up on reaching users who didn’t immediately convert on your website, Paid Search allows you to get your ads back in front of users who’ve previously visited your site or engaged with content, allowing you to nurture leads and drive conversions.
• Measurable Results: Provides detailed analytics on clicks, impressions, conversions, and ROI, allowing for precise tracking and optimization.

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Paid Social

• Broad Audience Reach: Can connect with a wide range of users based on demographics, interests, and behaviors.
• Enhanced Brand Awareness: Builds brand visibility and recognition through visually appealing ads and engaging content.
• Retargeting – Just like Paid Search, Paid Social allows you to target users who have previously visited your site or engaged with content, allowing you to nurture leads and drive conversions. An advantage that Paid Social has that Paid Search does not is that Paid Social allows for in-platform conversions and sales, allowing users to take action seamlessly without interruption or annoyance.
• Lookalike/Predictive Audiences – Sure, you know who your customers are, and you have an idea of their demographics and interests, but how do you reach similar audiences? Lookalike and Predictive audiences allow you to use your first-party (CRM) data to build, launch, and engage with new audiences in order to drive engagement, site actions, and conversions.
• Community Building: Fosters relationships with customers and creates a loyal following.

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The Power of Paid Search: When Intent is King

Here’s why paid search should be a cornerstone of your marketing strategy:

• Targeting with Surgical Precision: Reach users with pinpoint accuracy based on the keywords they’re actively searching for. This “intent-driven targeting” translates to laser-focused campaigns with high conversion potential. Don’t think of it as targeting everyone who has feet with an ad for footwear. Instead, think of it as targeting Eco-Conscious Ultramarathon Runners with ads for Organic Vegan Recycled Rubber Trail Running Shoes.
• Data-Driven Decisions, Growth-Fueled Results: Paid Search provides an almost unending wealth of data – clicks, impressions, conversions, demographics, device type, you name it. This data is your war room, allowing you to analyze performance, optimize your campaigns in real time, and maximize your ROI.
• Direct Path to Purchase: Forget the slow burn – paid search ads can lead users straight to your product page or contact form. If someone is actively searching for “best running shoes for flat feet,” and your brand fits the bill, you can be there to capture the conversion right then and there.

The Enchantment of Paid Social: Brand Storytelling & Building Loyalty

Paid social isn’t just about selling – it’s about building brand loyalists. Here’s what Paid Social brings to the table:

• Unleashing the Power of Brand Awareness: Paid Social lets you tell your brand story through visually stunning images, thought-provoking videos, or engaging interactive content. This fosters brand recognition and establishes you as a thought leader in your industry. In addition, Paid Social allows you to partner with other brands, personalities, and influencers to build on one another’s successes and grow together!
• Building a Community of Loyal Fans and Brand Advocates: Social media platforms are where conversations happen. Paid Social allows you to spark engaging dialogues with your audience, build relationships, and foster a sense of community – a powerful force for customer loyalty and brand advocacy.
• Retargeting (Worth Mentioning Again): Don’t let those website visitors slip away! Paid Social allows you to retarget users who have already interacted with your brand, keeping your product or service top-of-mind and nudging them towards conversion. And for your brand loyalists, retargeting allows you the opportunity to promote new products and services directly to your most valued customers.

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Cost Considerations: Balancing Your Budget for Growth

Both Paid Search and Paid Social operate with a dynamic cost structure, but unlike traditional media buys, you can turn it off without having to spend your full budget allocation. For Paid Search, you’ll typically encounter a Pay Per Click (PPC) model where you’re charged for each click on your ad. The more the competition for your chosen keywords, the higher the cost. But fear not! Paid Search also allows you to bid towards Maximizing Clicks, Maximizing Conversions, CPA goals, and ROAS goals.

Paid Social also has variable costs based on factors like ad placement, targeting options, and the format (image, video, carousel). And just like Paid Search, you can bid toward your campaign goal: Impressions (Awareness), Clicks, Conversions, CPA, and ROAS.

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The Ideal Strategy: A Balance of Balance

There’s no “right” combination of Paid Search and Paid Social. Instead, it’s about finding the right balance between the two. Below is an often-used example of how brands use Paid Search and Paid Social, but at the end of the day, it’s up to the success your brand sees through your efforts.

Sample Strategy:

• Brand Awareness & Lead Generation: Leverage Paid Social to introduce your brand to a broader audience while using Paid Search to capture leads from users actively seeking solutions. It’s a one-two punch for a robust marketing funnel.
  • Tip: Paid Search also offers Demand Generation and Awareness tactics, but we’ll save those for my next article.
• Data-Driven Retargeting: Utilize data from both channels to Retarget users who have engaged with your brand across platforms. Whether it’s a website visit from a Google PPC Ad, or a video view in Meta, Retargeting keeps you top-of-mind and drives conversions.
  • Tip: Build out Retargeting audiences before your campaign launches. Build out more than you think you need! Broad audiences (All Shoes) down to niche audiences (Girl’s Toddler Peppa Pig Rainboots) should be built out for use in future campaigns.
• Consistent Messaging & Seamless User Experience: Maintain a consistent brand voice and messaging across both platforms. This fosters trust and creates a cohesive user experience that builds brand loyalty.
  • Tip: Set up pre-launch, post-launch, check-in, and campaign wrap-up meetings with your Search and Social teams to ensure everyone is aligned, to avoid stepping on each other’s toes. Bonus points if you include your Analytics team to ensure tracking is in place.

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Tying it all Together:

In the dynamic landscape of online advertising, the choice between Paid Search and Paid Social is not a mutually exclusive one. The most effective marketing strategies often leverage the strengths of both channels to achieve optimal results. By understanding the nuances of each platform and aligning your goals with your target audience, you can strategically allocate your resources and maximize your ROI. Whether you’re seeking Brand Awareness, immediate site traffic, or conversions and revenue, the collaboration between Paid Search and Paid Social offers a powerful path to success for your small business.

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