How is paid social different than PPC? Well, quite. See in this blog why you need both in your channel mix and how to position each.
Media Buying
Most of the time in paid social you pay per thousand impressions, whereas in PPC you are only charged when a user clicks on your ad. To underatand your costs you should be looking at CPMs for paid social and CPCs for PPC campaigns.
Audience
With paid social you have the ability to reach people who haven't even heard of your brand or services, you pop in their social feed to introduce your brand. This is a great way to create new prospects. On the other hand with PPC ads you will be serving your ads to audiences actively looking for services or products similar to yours, but probably much smaller in size. A good way to combine both is to run prospecting campaigns on paid social and capture them when they search for your brand or services on Google.
Creative
Paid social gives you all the freedom to communicate your brand identity and messaging through images and videos. With PPC ads 90% of your ads consist of text ads, which is an opportunity to create ads that are relevant to what your audiences have exactly searched for.
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