Question

How does search marketing fit into a larger paid advertising plan? Compare and contrast the benefits and potential ethical pitfalls between social advertising and paid search.

Answer 1

Search marketing helps in generating leads and identifying target customers. It supports and enhances the performance of an organic search. The visibility to the target customer increase by boosting rankings and thus it becomes a strong channel of the paid advertising plan. It is an advertising method which can fit into lesser budgets and yet give effective results. The customer reaction to the advertisement can be immediately known and assessed because it is based on the pay-per-click concept. It helps in increasing traffic to the website and increasing customers by following simple steps and thus is an effective source of the paid advertising plan.

The difference between social advertising and paid search is that social advertising can include a large variety such as video ads, text ads making the advertisement more explanatory and visible and paid search is keyword focused and shows advertisement in a certain text format ascertained by the search engine. Social advertising can be targeted based on demographics and customer interests whereas paid search randomly displays for all and cannot target certain customers unless they enter the keyword for searching. Paid search is suitable for customers who know what they want whereas social advertising creates want in customers by displaying ads that can draw their attention.