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Paid Social or Paid Search

Which is Better for Your Business – Paid Social or Paid Search?

If you’re running a business, you’re always looking for ways to reach more customers and grow your bottom line. One way to do this is through paid advertising. But with so many options out there, it can be hard to know which route to take. Should you invest in paid social media ads or paid search ads?

Paid search and paid social advertising both offer businesses ways to get in front of their target audience online, but these two marketing strategies serve different purposes and have distinctly different strengths and weaknesses. One isn’t necessarily better than the other; it’s important to think about your business’s needs and preferences before deciding which one will work best. At Bharat Arpanet, a leading PPC Company, we help businesses find the best combination of paid social and paid search advertising for their goals. Moving ahead, in this blog post, we’ll break down the pros and cons of each so you can make an informed decision about which PPC services are right for your business.

Let’s start with learning what they are at first!

You’ve probably heard of paid search and paid social before, but you may not be sure what they are or how they differ. Paid search is a form of online advertising that allows businesses to place ads on search engine results pages (SERPs). Paid social, on the other hand, is a form of online advertising that allows businesses to place ads on social media platforms.

How to determine which channels are best suited for your business?

According to our SEO Services Team, there are a few key factors you’ll want to consider when determining whether paid social or paid search is best for your business:

  • First, consider your audience. Who are you trying to reach?
  • Second, think about your budget. How much are you willing to spend on advertising?
  • Third, consider your goals. What do you hope to achieve with your marketing campaign?
  • Fourth, take a look at your competition. What are they doing and how successful are they?
  • Fifth, evaluate your resources. Do you have the internal staff to manage a paid social campaign or would it be better to outsource it?
  • Sixth, consider the timing of your campaign. Is there a specific time of year that would be more beneficial for your business?
  • Lastly, think about the platforms you’re using.

Pros of Paid Social –

  1. You can target a specific audience with paid social media ads, which can be very useful if you know who your target market is. 
  2. Paid social media advertising allows you to test different ad copy and images to see what works best with your audience before you invest a lot of money into a campaign. 
  3. With paid social media ads, you can track how many people saw your ad, clicked on it, and took the desired action. This data allows you to fine-tune your campaigns for maximum ROI. 
  4. Paid social media ads tend to be less expensive than paid search ads.

Cons of Paid Social –

  1. It can be expensive. You’re essentially paying to advertise on someone else’s platform, and that can add up quickly. 
  2. Paid social requires ongoing effort. You can’t just set it and forget it – you need to constantly monitor your campaigns and adjust accordingly. 
  3. Paid social can be time-consuming. Creating and managing campaigns takes time, and if you’re not careful, you can easily get sucked into the rabbit hole of checking your analytics obsessively. 
  4. There’s always the risk that your ads will be less effective than you hope. 

Pros of Paid Search –

  1. You can target consumers who are actively searching for what you have to offer. 
  2. You only pay when someone clicks on your ad, so you know they’re interested in what you have to say. 
  3. PPC campaigns can be very cost-effective if you know what you’re doing and target the right keywords. 
  4. Pay-per-click advertising is relatively easy to set up and track, so you can quickly adjust your campaigns if they’re not performing well. 
  5. PPC ads are highly visible, so even if someone doesn’t click on your ad, they may still be exposed to your brand.

Cons of Paid Search –

  1. You need to have a good understanding of how paid search works in order to be successful with it. 
  2. There is always the risk that your ads will not be shown at all if you don’t bid high enough. 
  3. You may end up paying for clicks that don’t convert into customers. 
  4. Paid search can create a negative user experience if your ads are intrusive or irrelevant. 
  5. Paid search can be difficult to scale once you start seeing success.


Paid social media marketing and paid search engine marketing are both excellent PPC services that can help grow your business. The main difference between the two is that paid social media marketing focuses on building relationships and engaging with customers, while paid search engine marketing focuses on driving traffic to your website. So, which one is right for your business? Also, if you are unsure about your answer, do consider taking assistance from an experienced PPC Company as they will be able to help you best.

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