The modern digital marketing landscape is replete with jargon, one that continues to evolve at a rapid pace. Two of the most commonly heard terms in this arena are "paid search" and "paid social." Are they the same? How do they differ? As a Google Ads consultant specializing in paid search, I often find these questions emerging from conversations with clients.

The Lowdown on Paid Search

First, let's delve into what "paid search" is. Paid search refers to any kind of advertising that involves the promotion of an advertiser's website on search engine results pages (SERPs). When a user conducts a search using keywords relevant to the advertiser's business, their ad may appear at the top of the search results, offering a direct line of visibility to potential customers. Google Ads is one of the most popular paid search platforms.

• Keyword Targeting: One of the key characteristics of paid search is the use of keywords. This allows your advertisements to be presented to users who are actively seeking out your products or services.

• Cost-Per-Click: Paid search typically operates on a cost-per-click (CPC) model, meaning you only pay when someone clicks on your ad.

• Direct Intent: Paid search excels in capturing direct intent. When users type in specific search queries, they’re often looking for precise information or solutions. With well-optimized paid search campaigns, your business can be the solution they find.

The Basics of Paid Social

Now, let's shift our focus to paid social. Paid social involves advertising on social media platforms. Unlike paid search, it doesn't rely on users actively searching for keywords related to your business. Instead, it uses demographic and user behavior data to serve ads to those who may be interested in your products or services.

• Audience Targeting: Paid social relies heavily on audience segmentation based on demographic and psychographic data, as well as user behavior.

• Cost Models: While paid social can operate on a CPC model, it also frequently uses a cost-per-thousand-impressions (CPM) model, where you pay based on the number of times your ad was shown, not clicked.

• Brand Awareness and Engagement: Paid social is often used to increase brand awareness, generate engagement, and foster a community around a brand.

Key Differences between Paid Search and Paid Social

Despite the similarities in their names, it's clear that paid search and paid social are quite distinct. Here are some key differences:

• Intent vs. Discovery: Paid search is based on user intent, capitalizing on the active search behavior of users. Conversely, paid social is more about discovery, introducing your brand to potential customers who might not be actively searching for your product.

• Platform: Paid search generally happens on search engines like Google, while paid social is tied to social media platforms such as Facebook, Instagram, and LinkedIn.

• User Journey Stage: Paid search typically targets users in the lower sales funnel stages – those ready to make a purchase. However, paid social usually caters to upper funnel stages, working to build awareness and interest in your brand.

Integrating Paid Search and Paid Social

While it's evident that paid search and paid social are different, they are not mutually exclusive. An integrated digital marketing strategy can help leverage the strengths of both.

• Use paid search to capture direct intent and drive conversions, complemented by paid social for brand-building and customer engagement.

• Use the rich demographic data from paid social to refine your paid search targeting, and vice versa.

Key Takeaways

Paid search and paid social, while sharing similarities, are distinct facets of digital marketing with unique strengths. Understanding these differences is crucial for any Google Ads Consultant focusing on paid search, and leveraging both effectively can lead to a robust, well-rounded digital marketing strategy.