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PPC vs Paid Social – Which is best for my business?


You have probably heard both terms before. But do you know what each means and how they both target different outcomes and opportunities? Paid search is the overall term used to describe all paid advertising channels.

What is PPC?

PPC or pay-per-click is a type of internet marketing which involves businesses paying a fee each time one of their ads is clicked. In other words, you only pay for advertising if your ad is actually clicked on, hence, pay-per-click. It’s effectively a method of ‘purchasing’ visits to your site, in addition to driving website visits organically.

Search engine advertising is one of the most common kinds of PPC. It allows marketers to pay for ad placement in a search engine’s sponsored links. This works when a person searches for a keyword linked to their company’s product or service. For instance, if we bid on the term ‘Google Shopping Management,’ our ad may appear towards the top of the Google results page.

Pay-per-click (PPC) advertising can be a low-cost method of driving visitors to your website. There are several benefits to pay-per-click advertising, and here are a few to consider.


You only pay when a potential customer actually visits your website. Therefore it has the potential to be a worthwhile investment. You can spend as much or as little as you like making it a flexible approach for businesses.


You can select your target audience based on demographics such as location, language, and device.


You can set up PPC campaigns to precisely assess their success. As well as calculating your return on investment accurately.


As you run your campaigns, you may make several little changes to enhance depending on what performs best.

What is Paid Social?

Unlike organic or free content, paid social media refers to postings or special placements on social media that are driven by advertising budgets. Frequently used to boost followers, engagements, clicks, and views through accurate audience targeting based on demographics, regions, interests, and other factors.

It is an essential component of any digital marketing plan to use paid advertising. It works best in conjunction with organic content.

recent study by Buffer established that 58.8% of marketers defined paid social marketing as a “very important” part of their overall digital marketing strategy. And, with the number of social media users increasing year after year, it is only logical for any organisation to explore the advantages this strategy can provide.

Here are some of the benefits that investing in paid social can bring to your business’s online presence.

A better understanding of your customer’s needs

The consumers who engage the most with your digital advertising are typically those who are most interested in your services and receptive to your brand. You can optimise your paid marketing efforts to satisfy their demands after you cross-reference their common interests and understand their decision-making process.

Higher engagement rate

Using paid socials allows brands to reach a significant part of their audiences. Combining all significant data about your ideal audience into a customised marketing strategy leads to increasing your engagement rate.

Faster brand development rate

When used effectively and with the right audience targeting, paid social media advertising tactics can help you accelerate brand development. With the right paid social advertising tactics, you have the ability to not only sell more but also have your customers asking for more.

Now you’ve read the pros of PPC and Paid social, you can decide which avenue would benefit your business the most. We can help you with all your social media marketing needs. Just contact us and our expert team will be happy to help you grow your business.