Understanding differences between search and social ad campaigns

 

Worldwide billions of people rely on online and internet for information they would be looking for. Two main aspects of online browsing these days are search engines and social media channels, where maximum time is spend searching for products, services, information, researching on something.  While we browse we see ads in the forms of text, banners, videos etc.

The Paid advertising market has grown tremendously with businesses understanding to participate heavily with major portion of ad budget getting classified into targeted online ads. Online ads actually started with search engines, where people searching for specific information by keywords are offered advertisement relevant to the topic of search. Initially it was text now has transformed into multiple mediums like image, videos.

Most businesses get caught up into the thought process should they be running ads online? If yes weather to choose search engine ads or to run on social media. However, study reveals that both social media ads and search engine ads can bring different results. Both forms have their own advantages and weaknesses.  To run a fruitful campaign one has to learn a bit of in-depth of pros and cons to manage ad campaigns effectively to their businesses. We will discuss the differences between paid social media campaign and paid search ads campaign and how to select the right advertising campaign.

What is a Search Engine Ad?

Major search engines are Google, Bing which has the highest market share.  When a user is searching for specific information and the search engines gives results relevant to the searches, on top ads related to the keywords are displayed. Since they appear on top users most likely to click and this is likely to turn as a lead or sale to the advertiser. Most clicks take the user to a landing page or website front page, where advertiser has to provide Call to Action.

Let’s discuss some strengths of search engine ads,

1. They tend to deliver results as ads are related to search topic, and on top.
2. Unlike social media, search engine choices are limited its likely that your spend on searches gives better and precise ad results.
3. Google ads are easy to setup and with self-learning one can manage ad campaigns

Search ads are limited to visitors already in process of searching for business, product or service, they’re best suited for resulting into immediate leads and sales. For advertisers looking for quick results, then search engine ads proved to be the best option.

What are Social Ads?

Apart from Search engines, people spend more time online on their preferred social media channel. Most users have either 2 or 3 max social media apps they would be checking on frequent basis during their day. Paid Social media ads are displayed to users when they are scrolling thru their social media feed. Based on users activity and what he is following or demographics ads are served. Popular demographics are based on the user’s location, groups joined, age, hobbies, interests, and gender etc. Lot can be done with filtering and setting up your target audience so that ads reach only relevant people looking for you. Social ads builds a good brand awareness for your business.

Let’s discuss some strengths of Social media Ad Campaigns;

1. Since social media is vibrant platform you can run campaign to show text, image, video, carousel based ads.
2. Builds good marketing funnel and helps buyers shopping journey.
3. Cost per click on social media is very much affordable
4. Helps users to make quick shopping within social media.

Due to wide verity of channels, sometimes it gets difficult to figure out which social media is best, because your audience could be divided across channels, its important to make that study on effectiveness of your campaign before you start one. Social media ads work if right content is served to right audience at the right moment. For wide reach the push strategy with brand awareness can be the right beginning for newbies.

Deciding on Which ad Campaign is most suited?

Ideally for most businesses they should include both search and social media ad campaigns. A mix of both gives you flexibility to cater to audience both on search engines and social media websites. But if you have to choose, just ask yourself a question if there are higher chances of people searching for your services then Search engine ads will work wonders. At the same time if you want to be patient and build a good brand reach amongst your audience and long term sales strategy the social media campaigns are the right thing to do.

In both cases one has to start by testing waters by running some low key budget ads, go thru analytics, insights, and sales metrics and get confident for subsequent campaigns.

Ready to get started or still confused?

It can be overwhelming to have time to do this research as stated above, one can rely on digital marketing companies to provide right guidance. We are agency having equal proficiency with search and social media ads with certified talents. We offer right balance to our clients in choosing the best ad strategy that would work for them. We ensure our clients generate consistent performance out of campaigns. We can work on both short term and long term goals of your business.