Getting your brand message across to your target audience through digital tactics is a task that can take months. With effective SEO and content integration, people will eventually find your website. But there is a much, MUCH easier way to get the job done: paid search/social.

Many companies have heard of paid search platforms like Google AdWords and Facebook Ads, but they are not fully aware of the differences in strategy. At D4, we are experts when it comes to targeting the right people at the right the time.

 

What’s the Difference?

To differentiate paid search and paid social, think about the difference between a Google search and a social media site. When you Google something, you generally have a topic in mind and are looking to further your knowledge of it. Conversely, when you use a social media website, you monotonously scroll through tons of user-generated content until a something sparks your interest.

There are two behavioral patterns happening here, one active and one passive.

Paid search lets companies pay to push their content to the top of search results for a given keyword. Paid social lets companies place their content in front of certain demographics like gender, age, interests, etc.

 

What’s Best for Your Ad Campaign?

You need to have a strategy behind your decision to pay for advertising.

Are you trying to generate leads from people who already know about your product or service? If so, Google AdWords is the right fit for you. Google queries come from people who are looking for something specific (i.e. your product/service). They are searching for keywords that are directly related to what they have in mind.

On the other hand, getting your message across to new people might work best with Facebook ads. Generally, people aren’t searching for anything specific on social media. The purpose of social media is to interact with others. But this doesn’t mean brands shouldn’t take advantage. Because of the broad nature of social media, ads used here need to be catchy and able to draw people in. Remember, these people aren’t using the site with the intention of making a purchase. You need to be able to persuade them.

We want to reiterate that paid advertising is not a necessity; more so, it is a means of instant visibility. Websites can just as effectively—if not more effectively—drive traffic to their websites by organically adding content that will push them to the front page of Google. Similarly, social media posts can be optimized to do the same. But, if you’re looking to see results as quickly as possible, looking into paid advertising is worthwhile.

Are you interested in launching a paid advertising campaign with D4? Our experts are always ready to help. Feel free to give us a call and schedule a free 30-minute consultation. We can’t wait to get started!