Paid Social vs Search Engine Marketing: When To Use Which

Paid social vs search engine marketing

Search Engine Marketing (SEM), or Pay-Per-Click (PPC) marketing, is a powerful way to increase brand awareness, generate leads and even drive sales. Social media ads can also help your business accomplish marketing goals. However, SEM and paid ads will fetch you different results because they focus on different things.

It is a good idea to use a combination paid marketing strategy that includes both paid social media ads and SEM, albeit in different ratios according to your main goal. Take a look at what each of these paid strategies excels at doing.

Paid Ads

Running a Meta campaign that shows people who are not looking for your product but who are instead scrolling on Facebook or Instagram to kill time is known as proactive marketing. You are approaching your target audience, who you have carefully calibrated the ad to focus on, with your product, event, workshop or sale.

Seeing as the nature of paid ads is to bring your business to someone’s attention, this kind of campaign works well if your goal is to up engagement, increase followers and generally boost your brand. There is certainly a place for these types of goals in your business’s marketing strategy. Nurturing your target audience by staying top-of-mind is powerful!

Search Engine Marketing

On the other hand, SEM is used as a more reactive marketing strategy. People who have already made the decision to look for your product or industry are looking for you online. They are taking the initiative. This makes search engine advertising a great way to drive specific actions ‒ like shopping in your store, booking a ticket for an event or contacting your organisation.

Deciding where to focus your budget will be dependent on whether you’re looking to bolster awareness, incite direct sales or lead generation. Paid social wins out when you want to re-engage with your community and build your reputation amongst them, while SEM beats paid social when you’re looking to gather email addresses, phone numbers, sales, or bookings.

If your business is looking for more clicks and conversions, Search Engine Marketing is for you. With more than 13 years in the digital space, our expert team knows the ins and outs of crafting effective SEM strategies that deliver results. Reach out to us today to find out how we can build a custom SEM plan for your enterprise.


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