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Why Your Paid Search and Paid Social Media Should Marry

Written by Beatriz McDonald

Are you paying attention to the romance your Google Analytics has with your social media ad campaigns? Do you realize that you must do everything in your power to join them together and nurture that relationship? Online success is super dependent on social media marketing efforts since that’s the bread and butter of your sales funnel, traffic generation, and search engine optimization (SEO). Let’s take a closer look as to why your paid search and paid social need to marry each other in your digital marketing efforts.


First of all, what is PPC? It stands for pay-per-click. It means that you’re only charged when the advertisement has done its job — when it’s clicked on. Yay! What you really want is conversions, though. The budget is usually set in stone and you can get super detailed in targeting your audiences and what you want them to do.

There are three primary channels for PPC adverts:

  1. Search Engine Results Pages (paid search) – These are the adverts that appear at the top (and bottom) of search engine results, as seen on Google and Bing.
  2. Social Media (paid social) – Sponsored ads that appear in newsfeeds.
  3. Display Adverts – Visual adverts that appear on websites within a “display network.”

So, what kind of PPC campaign does your business need?  

Your business needs to invest in both search and social in order to get results. A business can no longer rely on organic content in order to get users to buy their product or service. It’s about guiding them through the consumer journey — you know, the marketing sales funnel.

Both PPC campaigns (search and social) should have consistency. You must keep everything branded accordingly and expertly slide the user down the funnel as they pass between social media and search. This should be such a choreographed experience that the user barely realizes it’s happened.


Are you using the same creative for the campaigns? Keep your Google ads relatively similar to your social media ads. This will usually help your clicks and conversions.


Make sure your tone stays the same across your website and social media. What’s your brand tone like? Friendly and quirky, or warm and professional?


Your ads must follow the same messaging strategy. What’s the point of your ad? What are you offering?

Putting all of that together consistently will give you better results in your PPC strategy.

Remarket Your Customers

PPC campaigns are perfect for nudging previous visitors back to the website; they will ultimately be warmer leads. You can target web visitors and page likes on Ad Words; on Facebook, you can create lookalike audiences and try demographic targeting as well.

Make sure you are aware of what the competition is doing. Be on the lookout for how they’re running their paid search and social ads. We’ve found the perfect way to reverse engineer your competitors’ marketing strategy.

So, you want to get to a point where you’re simultaneously running paid social and paid search campaigns. The content you promote on social media channels should invigorate your leads so that when users see a Google ad, you’re closer to sealing the deal.

Ready to start your project?

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