In the past, we have written several articles on the chief types of paid digital media: search and social. We have covered core differences, advantages, disadvantages, as well as which to choose if you have a limited budget. However, most large companies in America utilize both paid social and paid search, and it is not uncommon for small businesses to do the same. A hybrid approach to paid digital media is often proven to be more effective than either platform on its own. But this raises new questions. How should you split your digital spend? Which ads should go where? And how do you optimize multiple campaigns? Here is our guide to using both paid social and paid search.
How To Divide Your Paid Digital
The first question to consider is what is the best way to divide your paid social and paid search budget? Generally, paid search is more expensive than paid social. This is because paid search sends users to your website or has users call you; meanwhile paid social may send users to your social page, your website, or just provide more information about your business. The value in paid search is increased, which is why the cost of paid search is also increased. For this reason, it is usually recommended to spend more on your search than your social. However, any digital strategy should always remain fluid. Regular tweaking and monitoring will help you find the optimal strategy for your business. If you find that you are getting more out of paid social, you may consider adjusting your budget accordingly. Similarly, if you run different paid social campaigns through multiple networks, consider tracking which networks are the most effective.
How To Divide Digital Campaigns
If you run display ads; it may make sense to run the same ads for both search and social. However, this is likely not optimal. It is always recommended to have variants of both your ad copy and any accompanying images. Different variations will allow you to A/B test and see which ads run better and where they run better. You also need to consider where the ad is placed. An Instagram ad should be visual and mimic similar posts that your target demo may be seeing. A search ad should mimic other search results. Paid social should always match the tone of the platform that the ad will be displayed on for the best results.
Whether you run no paid digital media; or you currently run paid social and are considering paid search (or vice versa) when you decide to run multiple campaigns it helps to start small. A few competing campaigns with a couple of ad variants can help you learn which ads should go where and for what cost. Measuring ROI over a few months will help you make budget decisions as well as campaign decisions.
Paid Social & Paid Search Help
Boston Web Marketing has a team of paid digital media managers who can help you make the best decisions for your ads. Our team is well versed in best practices and commonly runs multiple campaigns for our clients’ social and search. Contact us to learn more about balancing your digital spend.