Search or Social Ads: Which Are Better for Your Business?
When it comes to paid advertising, the big question is often: Search or social ads— which one is better?
Well, there isn’t a simple answer! A lot of factors come into play, and more often than not, a combination of both yields the best results. Let’s break down the key differences so you can decide what’s best for your eCommerce store.
Search or Social Ads?
Search Ads 🔍
Payment Model: Pay-per-click (CPC)
With search ads, you’re only charged when someone actively clicks on your ad. This means your budget is spent on potential customers who are already showing interest by engaging with your ad. This model can make search ads more cost-effective when targeting high-intent audiences.Intent: Higher intent—users are actively searching for your product
People using search engines like Google are usually looking for something specific. They’ve got a problem, a need or curiosity—and they want answers. Because of this high intent, search ads are great for capturing people ready to make a purchase.Targeting: Based on keywords
Search ads rely on keywords that match what people are typing into search engines. By bidding on these keywords, you can ensure your ad appears when someone searches for terms related to your business. This targeting is precise, helping you focus on customers who are already in a buying mindset.Format: Primarily text-based with limited image assets
Most search ads are simple, consisting of headlines, short descriptions and a link. Some variations may include product listings or shopping ads, but the emphasis is on delivering relevant information rather than flashy visuals.Reach: Limited by search volume
Your ad’s reach is tied to how many people are searching for your targeted keywords. If search volume is low for your chosen terms, your ad won’t reach as many people. This can be a limitation, especially for niche products or services.Advertising Type: ‘Pull’ advertising—users come to you
Search ads function on a ‘pull’ mechanism. People are actively seeking solutions and your ad ‘pulls’ them in because it provides what they’re already looking for. This means search ads are often more effective at attracting leads who are further down the purchasing funnel.
Social Ads 👍
Payment Model: Pay-per-1,000-impressions (CPM)
With social ads, you typically pay based on impressions—how many people see your ad—rather than actions like clicks. This can result in broader visibility for your brand, but it may also mean paying for audiences that aren’t actively looking to buy.Intent: Lower intent—users discover your product as they browse
Unlike search ads, social ads target users who aren’t actively seeking your product. These potential customers might be scrolling through their social media feeds without a specific goal in mind, so the intent to purchase is lower. However, this also opens up opportunities to introduce your brand to a larger, more diverse audience.Targeting: Based on audience demographics, interests and behaviors
Social media platforms like Facebook and Instagram allow you to target audiences based on their age, gender, location, interests, online behaviors and even past interactions with your brand. This rich data makes it possible to tailor ads specifically to groups that match your ideal customer profile.Format: Visual and text-based
Social ads are a visual-first medium, often relying on images or videos to capture attention. With the right creative, social ads can be incredibly engaging, telling a story or showcasing a product in ways that resonate with viewers. Combining visual appeal with concise, persuasive copy is key to success here.Reach: Broader, not constrained by search volume
Social ads allow you to reach more people, regardless of search demand. You can introduce your product to potential customers who may not know they need it yet, expanding your reach beyond what’s possible with search ads alone.Advertising Type: ‘Push’ advertising—you show your ads to potential customers
Social ads work on a ‘push’ mechanism. Instead of waiting for users to search for your product, you proactively display your ads to people you think would be interested. This ‘push’ approach is great for brand awareness and early-stage customer discovery, even if they aren’t ready to buy yet.
The Bottom Line:
There’s no definitive winner between search or social ads. Each plays a unique role in reaching your audience. If you want to target high-intent searchers, search ads might be your go-to. On the other hand, if you’re looking to introduce your product to new audiences, social ads could work wonders.
Why not both? Mixing search and social ads could give you the best of both worlds.
Contact us to see how we can take your business to the next level with a tailored ad strategy!
Keep testing, analysing and refining your strategies to ensure continual growth and success in the competitive world of ecommerce. Happy selling!
