Paid search vs paid social

Paid search and paid social: two fantastic forms of advertising. But which one takes the crown? Which is the ultimate champion of your marketing budget?

Grab a cuppa, because we’re about to dive into this age-old debate and maybe, just maybe, surprise you with our conclusions.

When it comes to paid search, it’s all about intent. Your potential customers know what they want, they know how much they want to spend, and they’re actively looking for it. It’s like they’re raising their hands saying, “Hey, I’m ready to buy!”

On the flip side, paid social is the master of interruption. It’s the charming gatecrasher at the party, catching your eye when you least expect it.

But which one is better?

Well, our knee-jerk reaction might be to shout “Search!” from the rooftops. After all, who can resist the allure of that magical buyer’s intent? But hold your horses, because the answer isn’t quite that simple.

The difference in strategies

Let’s break it down. Paid search is like the efficient, no-nonsense sibling. It’s direct, it’s to the point, and it delivers results.

You want to sell lawnmowers? Great! People are searching for lawnmowers and boom! Your ad is right there, ready to make that sale.

Paid social, on the other hand, is the creative, community-building sibling. It’s not just about making a quick sale; it’s about telling your brand’s story, building affinity, and creating a tribe of loyal followers.

Sure, people might not be actively searching for your quirky t-shirts, but when they’re scrolling through their feed and see your eye-catching design? Magic happens.

Budgets and ROI

Now, let’s talk money. Cold, hard cash. Return on investment. The stuff that keeps marketers up at night.

When it comes to immediate returns, paid search often takes the cake. It’s the sprinter of the marketing world, delivering quick results. That’s why we often recommend a 90/10 or 80/20 split in favour of search for many of our clients.

It’s about front-loading that intent and then using a smaller portion of the budget for retargeting on social to keep your brand top-of-mind.

But don’t be too quick to dismiss social. While its journey might be longer, it can also be more wholesome. It’s the marathon runner, building relationships over time. And when done right? The payoff can be huge.

It’s not a competition, it’s a comprehensive strategy

Here’s where we throw a curveball at you. Ready? The best strategy isn’t choosing one over the other. It’s using both in a beautiful, synchronised dance.

Think about it. Some purchases are instant – “I need this now!” moments. Others are long, drawn-out affairs with weeks or even months of consideration.

Your marketing strategy needs to cater to both, and that’s where the magic of combining search and social comes in.

Start with search to capture that initial intent. Then, use social to nurture, to tell your story, to build that community.

Use search to drive immediate sales, and social to increase lifetime value. It’s not about which is better; it’s about how they work together.

The big decision…

So, what’s our ultimate conclusion? Drumroll, please…

A dual approach isn’t just best; it’s a must.

Yes, you read that right. We’re not just sitting on the fence; we’re building a lovely little home on it.

Because in the world of digital marketing, it’s not about choosing sides. It’s about choosing what’s right for your brand, your products, and most importantly, your customers.

Paid search or paid social? The answer is a resounding “Yes, please!” to both.

So, there you have it, folks. The ultimate showdown that turned into the ultimate partnership. Now, if you’ll excuse us, we’re off to top up our teacups and plan our next marketing strategy.

After all, these campaigns won’t optimise themselves!

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