Did you know that brands using paid media advertising (PPC/pay-per-click) can achieve an impressive Return on Investment (ROI), often exceeding 200%? But how do you choose the right platform for your business goals – search or social media adverts?

Both have their strengths, and the choice depends on your objectives, audience, and where they are within the customer journey. Let’s dive into the key differences to help you decide which approach might work best for your brand(s).

Paid Search: Targeting Intent with Precision

Paid Search (PPC) is about reaching users who are actively searching for specific products or services. The intent-driven approach of search ads means you’re targeting people already showing strong intention to convert & become a new customer.

Here’s why paid search PPC stands out:

  • High Intent Equals High Conversions

    Users on search engines like Google are often ready to act, whether it’s making a purchase or filling out an online form.

  • Always-On Visibility

    Search ads are ideal for evergreen strategies, ensuring your brand remains visible to potential customers year-round. Google Ads excels here, allowing you to layer promotional or seasonal campaigns on top of your ongoing paid search efforts.

  • Capture Demand

    Search campaigns are perfect for capturing leads and sales when they matter most, users are at the point of actively searching for services, usually at the time of need.

Example: A local leisure centre could target users searching for “gyms near me,” ensuring their services are visible to potential customers actively searching for their services.

Paid Social PPC: Building Awareness & Engagement

Social PPC, on the other hand, focuses on engaging users who may not be actively searching but could still be interested in what you offer. Platforms like Facebook, Instagram, TikTok, and LinkedIn allow you to reach audiences based on interests, behaviours, and demographics.

Here’s why paid social PPC stands out:

  • Brand Awareness

    Great for introducing your brand to new audiences who fit your target profile.

  • Creative Flexibility

    Visual formats like videos, carousels, and stories allow you to showcase your brand personality. While also showcasing facilitates & services offered.

  • Fast Feedback

    Social platforms have shorter learning phases, enabling quicker testing and optimisation. The “learning phase” in PPC refers to when the algorithms on platforms gather enough performance data to optimise ad positioning, driving for the best results possible – exiting the learning phase requires consistent data steams to stabilise & perform.

  • Time-Sensitive Campaigns

    Ideal for promotional offers or short-burst campaigns, while also supporting “always on” strategies to compliment search campaigns.

Example: A fitness brand could use Facebook & Instagram (META) to promote a limited-time New Year membership offer with engaging creative and a clear CTA.

Which Paid Media (PPC) Strategy Fits Your Goals?

When deciding between search and social PPC, it helps to match your goals with each platform’s strengths. Here are some examples:

Brand Awareness

Use social PPC to generate visibility among new audiences. Google video & display campaigns also work as good tools for gaining strong visibility across Google channels.

Immediate Conversion

Opt for search PPC to capture demand and drive conversions, through targeting high intent users. Search campaigns also provide precise keyword targeting, allowing you to align with specific user queries and gain more control over ad relevance – resulting in high engagement rates.

Testing New Offers

Social PPC allows for faster testing of creative and messaging – working strongest together with search ads, ensuring consistent messaging across platforms.

Customer Retention

Social platforms are excellent for re-engaging existing customers through retargeting. Again, complimented with search by re-targeting users who may have visited your site through search ads.

Why a Blended Approach Works Best

The truth is, the most effective PPC strategies often involve a combination of both search and social ads. Here’s how they complement each other:

  • Paid Search provides a steady stream of conversions and supports evergreen strategies.

  • Paid Social builds long-term brand presence and drives engagement, especially for seasonal or promotional activity.

Final Thoughts

When it comes to PPC, there’s no one-size-fits-all answer. The key is to continuously test, refine, and optimise your approach. By balancing the strengths of search and social PPC, you’ll be well-positioned to achieve your marketing goals.

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