What is the difference between paid search and paid social?

13 Jul 2020

Paid search (otherwise known as PPC adverts) is mainly focused on bidding on keywords that you want to appear for on the first page of Google (and other search engines) so your customers will click on your advert. These adverts are mostly text-based and appear accordingly to the search query entered by the user. However, paid social can come in many formats such as graphical or video adverts, text adverts, display ads, slideshow ads, carousel ads and lead form ads. Paid social also gives you the option to target based on specific criteria such as demographics, interests and lookalike audiences.