What is the difference between social PPC and traditional PPC?

Pay-per-click (PPC) advertising has become synonymous with Paid Social Advertising as social media has developed, resulting in the term "Social PPC." However, it's quite different from traditional PPC in a number of ways, including ad formats, targeting, and delivery.

Key Differences Between Paid Social and Paid Search

Paid Search is mostly keyword-focused, matching keywords with ads to the user's search query. They're mainly text ads that appear on the Search Engine Results Page (SERP) in Google or another search engine.

Paid Social, on the other hand, can vary greatly, including display ads that have different formats, video ads, and text ads. Unlike Paid Search, Paid Social also gives advertisers many more options, such as the ability to target specific interests and demographics. Paid Social ads also allow advertisers to create profiles to match your audience's.

While conversion rates may be higher for Paid Search ads compared to Paid Social, you can still make social PPC an effective supplement to your traditional PPC efforts, reaching people who may not find you otherwise. With a combination of Paid Social and Paid Search, you can take full advantage of all paid ad outlets to work with SEO efforts, and ultimately help increase ROI.