How Paid Social and PPC Work Together to Maximise Results

When it comes to digital marketing, two of the most powerful channels are Paid Social and PPC (Pay Per Click). While they may seem like separate strategies, the best results often come from using them together. A well-balanced marketing strategy uses both to drive traffic, increase conversions, and build brand awareness effectively.

What is PPC?

PPC, commonly associated with Google Ads, is a form of paid advertising where advertisers bid on keywords to appear at the top of search engine results pages (SERPs). With PPC, you’re targeting users who are actively searching for a product or service (based on intent).

How PPC Supports Your Marketing Strategy:

• Captures high intent traffic as users who are searching for specific products or services are more likely to convert.
• Generates traffic and conversions quickly to deliver immediate results.
• Targets users at the bottom of the funnel by showing ads to users who are ready to take action.
• Provides clear tracking of clicks, conversions, and ROI (Return On Investment), making it easy to see the impact of your ads.
• Allows for precise targeting through ad scheduling, location settings, and audience segmentation.

What is Paid Social?

Paid Social involves running ads on platforms like Facebook, Instagram, LinkedIn, TikTok, and X (formerly Twitter). Instead of targeting users based on search intent, Paid Social places ads in front of users based on interests, behaviours, and demographics.

How Paid Social Supports Your Marketing Strategy:

• Reaches users who may not be actively searching but are likely to engage with your brand to build on brand awareness.
• Engages users with visually appealing content such as videos, carousels, static images, and instant experience ads to create a lasting impression.
• Leverages detailed audience segmentation, allowing you to target specific users and reach the right people.
• Boosts remarketing efforts by reinforcing messaging to users who have already interacted with your brand whether that is through other paid social ads or PPC ads.
• Encourages social proofing by making your brand look more credible through likes, shares, and comments.

Why PPC and Paid Social Work Better Together

Rather than choosing between PPC and Paid Social, integrating both channels can improve your results. Here’s how they complement each other:

1. Paid Social Feeds PPC by Generating Demand

Paid Social helps introduce your brand to new audiences and create demand. Once users become aware of your brand, they may turn to Google to search for your products or services, where your PPC ads can capture and convert them.

2. PPC Captures High Intent Users, While Paid Social Nurtures Them

PPC targets users actively searching for solutions, making it great for immediate conversions. Paid Social keeps potential customers engaged with your brand over time, ensuring they don’t forget about you before making a purchase. By serving relevant ads on social platforms, you can nurture potential buyers through the conversion funnel.

3. Remarketing Bridges the Gap Between Both Channels

Users who click on a PPC ad but don’t convert can be retargeted through Paid Social. This keeps your brand front of mind and encourages users to take action later. Similarly, Paid Social can drive traffic that may not convert immediately, but PPC retargeting can recapture those users when they return to search engines.

4. Data Sharing Improves Audience Targeting

Insights from PPC campaigns (such as high converting keywords and audience demographics) can inform Paid Social targeting. Similarly, Paid Social engagement data can help refine PPC ad copy, bidding strategies, and landing page optimisation.

5. Diversification Reduces Dependence on One Channel

Relying solely on either PPC or Paid Social can be risky. Search algorithms and social media algorithms change frequently, and competition can drive up costs. Using both channels helps mitigate these risks by ensuring visibility across multiple touchpoints.

In Conclusion…

Paid Social and PPC are not competing strategies, they are complementary. By using them together, you can attract new customers, keep them engaged, and convert them efficiently. The key is to integrate both channels strategically, continuously analyse performance data, and optimise campaigns to maximise ROI.

Ready to explore how you can integrate a PPC and Paid Social strategy into your business? Claim your free audit today!

Frequently Asked Questions

What is the main difference between PPC and Paid Social?

PPC (Pay Per Click) targets users based on their search intent, capturing high intent traffic from search engines like Google and Bing. Paid Social, on the other hand, targets users based on their interests, behaviours, and demographics on social media platforms.

How do PPC and Paid Social work together to improve results?

By combining both, you can generate demand through Paid Social, nurture relationships with potential customers, and capture high intent users through PPC. Retargeting users who interact with your brand on either platform keeps your message consistent and front of mind.

How do I measure the success of my Paid Social and PPC campaigns?

Success can be measured through various metrics, such as click through rate (CTR), conversion rate, return on ad spend (ROAS), and cost per acquisition (CPA). Using analytics tools and tracking conversions is crucial to understanding which platform is driving the most value.