Paid Search vs Paid Social
Ok, so?
What is the best strategy to promote a brand or product?
The answer, as stated at the beginning, is actually not univocal.
In fact, it is necessary to consider that the winning strategy is almost always based on the correct integration of different techniques . In particular, of two different types of web advertising:
Paid Search
Paid Social.
When we talk about Paid Search , we essentially mean Search Engine Marketing ( SEM ), a particular form of web marketing that allows you to increase the visibility and traffic of a website in a SERP, through paid ads . In practice, as mentioned, you buy spaces and channels on which to circulate the contents for a certain period of time.
Certainly, Google Ads is the most popular Paid Search platform, although there are actually other types of proposals.
All ads are shown in response to a specific query, which is why it is an intent-based channel. This means that users will be able to see your ads because they are actively looking for a solution to a problem that is in some way similar to your offer or product.
Generally, as mentioned, it effectively indicates a target that is about brazil telegram users mobile phone number list to complete the purchase precisely because it is interested in a certain product.
When we talk about Paid Social or Social Ads, that is, social advertising, we mean the publication of sponsored content on the most popular social platforms, especially Facebook, Instagram, Linkedin, Youtube, Twitter, Tik Tok .
With Paid Social Marketing, it is based on the identification of a certain segment and a precise target. But in addition, a certain creativity also comes into play since social advertising is not limited to the post on the Facebook or Instagram feed.
In fact, they can take on different forms and can be broadcast on different channels, such as live broadcasts or chats.
If Paid Search only intercepts the public that is already actively searching, Social Ads speak directly to the users of the social network, who most likely haven't even thought at that moment of having a need.
Therefore, we try to create a need in the target audience, or to arouse curiosity, by proposing the product that we want to promote, or the brand, as a solution to a specific need.