Search Engine vs. Social Media Marketing

Search engine vs social media marketing are two essential components of digital marketing. Each platform has its own advantages and disadvantages, but when used together, they can create a powerful combination that can help businesses reach their target audience. When it comes to driving traffic to your website, there are a variety of ways to get visitors. The primary two that individuals and businesses almost always have a struggle with investing their time and money into are search and social. Sometimes the issue is convincing people why these are a necessity for a thriving business. Other times, the conflict is whether to invest in one marketing strategy more than the other, or to only pursue one marketing strategy but not the other.

How Search Beats Social

First of all, let’s look at the reasons why you might want to choose search engine marketing over social media marketing.

More People Look for Business on Search

Think about your own habits. Whenever you are looking for something, from an air conditioning repair company to a zumba instructor, where do you go first? Most likely, you will go to a search engine – Google, Yahoo, Bing, Ask, AOL, Blekko, or one of the many other options available.

A report by Econsultancy found that 61% of consumers use search engines to help them in product research before making a purchase. This means that if you want to get discovered, you will want to rank well for your target keywords.

Know What People Are Searching For

When it comes to search engines, while the numbers might not be exact, you have a lot of great tools to use in your research of what people are searching for. Google AdWords Keyword Tool is a great start in this process. While “pet supplies” may not actually get an exact one million searches per month, you will know that “pet supplies” is a more popular keyword phrase over “pet supply” that comes in at only 368,000 monthly searches.

Buy Your Way into the Results

If you can’t make it to the top of organic search results, you can always buy your way into the sponsored links section of Google using Google AdWords.

In a search for “printer ink,” two domains that are not in organic search results appear in the top two spots. Even though organic search results might get more clicks, having any presence on the first page is still better than having no presence at all.

The bonus of paid search listings is that you can customize your appearance in search results. Instead of your usual website’s title and description that is used in organic results, you can use something that calls out to a specific sale in sponsored results. As an example, the company ranking 2nd in organic search also shares its Cyber Monday sale in the sponsored listings to the right.

How Social Beats Search

Now, let’s take a look at where social media marketing meets or beats search engine marketing.

Peer Recommendations Happen with the Click of a Like

In the same report by Econsultancy mentioned earlier, they found that 75% of people in the 18 – 26 age group used recommendations on social sites in product research before making a purchase. One of the nice sides to social media is once you have a presence on Facebook, Twitter, or Google+, peer recommendations will happen when someone likes your page, mentions your Twitter handle, or tags your brand name. When someone takes these actions, their connections will see them which may help your business get discovered by others with that perceived seal of approval.

Respond to Criticism in Real Time

One of the worst problems when it comes to search engine results, aside from not coming up in them at all, is having something negative come up. Online reputation management is a thriving service thanks to rip off reports, bad reviews, and other damaging articles about a business. Unfortunately, there is nothing you can do to counter these in search engine results themselves.

Whenever you are presented with criticism on social media, however, you will have a chance to turn those complaints into compliments by responding back to them in real time. There is a lot of great information today, including books like The Now Revolution that help businesses learn how to plan for, find, and manage real-time crises in the social media space. Knowing how to do this is essential to showing current and potential customers how much you care about everyone’s satisfaction with your business.

Buy Your Way in Front of Your Target Audience

Thanks to Facebook Advertising, StumbleUpon Ads, Promoted Tweets, and other social media advertising, businesses can put their content in front of social media audiences. This is a great way to generate traffic to your website, fans for your Facebook page, and visibility for your messages on social media platforms.

Why You Should Choose to Invest in Both Search and Social

While the above mentioned points may make you believe that one strategy is better than another, there is one good reason you want to invest your time, money, and efforts into both search engine marketing and social media marketing. You simply don’t want to put all of your eggs in one basket.

If you have Google Analytics installed on your website, go take a look at it now. Go to your Traffic Sources > Sources > All Traffic. Then look at your top five traffic sources and ask yourself what would you do if you lost one of them.

Take a moment to click on each traffic source to see the percentage of visitors that source drives to your website.

In my case, Google (40.1%), (Twitter – 4.54%), StumbleUpon (3.2%), and Facebook (2.47%) are my top sources for the last 30 days. So I want to ask myself what I would do if I lost my Google traffic? That would be a loss of almost 10,000+ visitors in a month. Or if I lost my Twitter traffic, that would be a loss of 1,000+ visitors.

What you might find more interesting is using the Compare to past option under your date dropdown.

Now you can see, for the last 30 days vs. the 30 days in the previous month, how your traffic is changing. In this comparison, I noticed that my search engine traffic dropped.

While your numbers may vary, the one thing that is safe to say is that if you are investing your time in both search and social media, you’ll have a good balance of traffic. This means if one source begins to fail, you could always boost your efforts in another area and know that you will not lose all of your visitors entirely.

Is it possible to lose one source of traffic completely? Of course! Imagine if 80% of your traffic was from Google, and your website was hit with the first Panda update that left top domains with a loss of 34% to 86% of their keyword positions in search. Without incoming traffic from other sources, you would be in some serious trouble!

Regardless of whether you fear the loss of your search engine traffic due to a penalty or loss of rankings to a competitor, or the loss of your social media traffic because of a misunderstanding that resulted in the removal of your Facebook page, fear should not be your only motivating factor in diversifying your marketing efforts between search and social. Did you know that search engine marketing can help you with your social media marketing, and vice versa?

How Search Engine Marketing Helps Social

Search engine optimization doesn’t just happen on your website. Did you know you can use the same keyword research and on-site optimization strategies that you use for your website’s search engine marketing campaign for your social media marketing?

Keyword Research for Social Media

Keyword usage is important in social media. Although you can’t find the specifics on how many people search for particular keywords on social media, you can use different tools to get a good idea.   

Using various methods like these will help you fine tune your status updates and bio information for search within social networks.

On-Site Optimization for Social Media

While On-Site normally just means on your own website, you can take the same principles for title tags, meta descriptions, image alt tags, and so forth to better optimize your social media profiles for search. For example, you can optimize Google+ for search…

Almost all social media profiles have some customizable elements, whether it is your profile’s name, description, or image that can be tweaked for better search optimization. Just use tools like Google Chrome’s SEO Site Tools on your own social profiles when logged out of the network so you can see the public display version viewable by search engines.

Pay attention to the Title, Meta Description, Meta Keywords, Img Tags, and H1 through H4 Tags to see which ones you can edit for better branding and keyword placement.

Facebook Ads: A Facebook Advertising Guide for Marketers by Lisa D. Jenkins on Social Media Examiner.

Maximize Your Business with Facebook Ads

Advertising on Facebook is available to businesses in many formats. Ads can be as simple or as sophisticated as they want. No matter the scope, the reach is wide: Businesses have the ability to market to two billion people on Facebook every month.

Maximize Your Business with Facebook Ads.The process is easy.Facebook allows users to target audiences through self-serve tools and it gives them analytics reports that track the performance of each ad. The reach and visibility can help level the playing field for an independent business that wants to compete with companies with much larger budgets.

Facebook Ads: A Facebook Advertising Guide for Marketers by Lisa D. Jenkins on Social Media Examiner.

How to Set Up Your Facebook Advertising Account

Maximize Your Business with Facebook Ads.The first step is an easy one: Set up a Facebook Advertising account. This is a fairly straightforward process and involves the following four steps:

  • Set Up Facebook Business Manager. First, you create a Facebook page for your business. From there you can create a Business Manager account that allows you to run ads for that page. To start go to the home page for Business Manager and click “Create Account” — Then log in using the email and password you used to set up your business page account.
  • Install the Facebook Pixel. Go to your website and install the Facebook pixel that allows Facebook to identify people who visited your website, create custom audiences comprised of those visitors, and then show ads to them.
  • Create Audiences to target users. This tool allows you to create and save audiences that are most relevant to your brand. Go back into Business Manager and select the “Audiences” option from the assets column.
  • Create a Facebook Ad from a Facebook post. Now you can try it out. First decide what you want to accomplish — do you want more clicks, sales, video views, or leads?

Facebook Ads Manager is the primary tool for creating and analyzing your Facebook ad campaigns. Maximize Your Business with Facebook Ads.Creating the ad itself just involves selecting “Create Ads” from the drop-down menu in the upper right of your business page.

  • Plan. The Plan section contains tools that help you learn things about your audience and give you creative ideas for running your ads. With the Audience Insights tool, you can find out a lot of information about different audiences on Facebook.
  • Create and Manage. Here you find tools for creating your ad and managing your campaigns.
  • Measure and Report. When you want to analyze how your ads are performing, check out the tools in the Measure and Report section. For example, here you can create those custom conversions to track whether ads are meeting your business goals.
  • Assets. This section gives you quick and easy access to key assets that you’ve used to build your ads, including audiences that you’ve saved for ad targeting, images you’ve used, your Facebook pixel, and more.
  • Settings. The settings area is where all of your account information is stored. Go here to update payment information, your email, and so on.

How to Get Started With Facebook Ads

Understanding the Facebook Ad algorithm is important because it identifies ads that provide a good user experience.

How to Improve Facebook Ad Targeting With Custom Audiences

The real impact of Facebook fans on your business is not just about the size of your audience; it’s how engaged they are with your content. Previously, the only way you could target your audience with ads was either as a whole audience or by creating segments with basic demographic and interest targeting.

  • Dynamic product ads let you target customers who have visited your website and browsed a range of your products but left before completing the purchase. This is a very hot audience so it’s important to target them to encourage them to convert.
  • With dynamic product ads, you can create a tailor-made ad for each person with the products they’ve viewed on your website and a range of other products. They’ll see these ads on their Facebook feeds the next time they log in.

Here are seven types of audiences you can target:

  • Everyone who visited your website.
    This is the default option and a good one for smaller businesses that don’t have enough website traffic to target people by page views.
  • People who visited a specific product page but didn’t purchase.
    This is an advanced website custom audience that combines a URL condition with an event action.
  • People who viewed your lead magnet landing page but didn’t opt-in.
    Similar to the previous website custom audience, you can use this next audience to target Facebook ads to people who visited your lead magnet landing page but haven’t opted in yet.
  • People who viewed your contact page.
    This next audience is ideal for service businesses that want to target people who are interested in working with them. This audience groups people who have visited your contact page but haven’t completed your contact form.
  • People who started the buying process but didn’t complete it.
    This next audience uses your event actions and is very effective for ecommerce companies. Creating this audience allows you to group people who have visited your website and started the buying process, such as adding a product to the basket or initiating checkout.
  • People who previously purchased from you.
    One of the best ways to increase your revenue is to drive repeat purchases from existing customers. You can introduce new product offerings and exclusive discounts to encourage further purchases.
  • People who read your blog.
    If you have a blog, this website custom audience is for you. This is a hyper-responsive audience to which you can run offers or even just promote more content to build stronger brand awareness and deepen your relationship.

How to Control Facebook Ad Spend

When setting up these campaigns you need to have a budget. But for how much? Estimating a Facebook ad budget is important because it should be based on the amount of revenue you want to generate. To do this requires the next few steps.

  • Set a target revenue goal.
    Defining a revenue goal for your campaign seems like a simple move for an established business or marketing professional, but you’d be surprised how often people skip this step. There’s nothing wrong with this approach as long as the “see how it goes” part is strategized, tracked, and optimized.
  • Create a custom conversion path in the ads manager.
    Once you have a revenue goal in place, configure Facebook Ads Manager to show you the data you need.
  • Create a two-part ad campaign.
    When you calculate cost per lead, your audience, ad creative, and funnel strategy can have a huge impact on the results.
  • Monitor your results and adjust your ad campaign.
    After you run your ads for a while and gather conversion data, go to the Ads Manager to take a look at your costs. To see the relevant data, you’ll need to configure your columns to show custom conversions.

How to Test Facebook Ads

The Facebook Dynamic Creative ad tool is an effective way to test Facebook ad variations automatically.

The tool delivers the best combinations of your ad creative assets. It runs different combinations of your ad components, such as images, videos, titles, descriptions, and calls to actions, across your target audience to determine which combinations produce the best results.

Maximize Your Business with Facebook Ads.Before the introduction of this feature, you had to create fully formed ads individually and test them manually to find the most effective ad creative and the best ad-to-audience fit. Dynamic Creative automatically randomizes ad variations for you, making it easy to show the right ads to people. Facebook lets you use up to 30 creative assets, including:

  • Five title/headline variations.
  • 10 images or 10 videos.
  • Five text variations.
  • Five descriptions.
  • Five CTA button variations.

How to Combine Facebook Ads with Facebook Video

Like Facebook Messenger, Facebook video is another platform within Facebook to host advertising for your company.Maximize Your Business with Facebook Ads. Facebook Live allows users to broadcast streaming video as it happens in real time to other users within their network. A good strategy looks like this:

How to Analyze and Improve Facebook Advertising

Analytics are key to understanding which ads work and which ones don’t. Facebook Analytics is a robust tool that lets marketers explore user interaction with advanced goal paths and sales funnels for Facebook ads.

Facebook Analytics is a free tool, but it’s designed to work with Facebook Ads which do have a cost attached to them.

In the past, Facebook allowed you to see only the last touch point in your funnels. For example, if someone interacted with seven of your posts but purchased on the eighth interaction, only the final interaction would be given credit for the conversion. Now you can see the full interaction path to the conversion, rather than just the last touch point.

Google Analytics works with Facebook to measure conversions from your Facebook ads. In other words, tracking where people are coming from before they land on your website. You can also use Google Analytics to track the actions people take while they are on your website. Those actions can include:

  • Subscribing to an email list.
  • Viewing product pages.
  • Adding to their shopping cart.
  • Viewing your landing page.

Cost per Result

This cost metric isn’t your overall spend or amount spent on each of your campaigns; it’s your cost per result based on your campaign objective and ad set optimization. If you’ve set a daily budget and aren’t scaling your campaigns, and you see your cost per result decreasing, your campaign results will be increasing.

Relevance Score

The next metric to look at is relevance. A relevance score is a rating from 1–10 that Facebook gives to each of your ads. This score reflects the ad-to-audience fit and how well people are responding to your ad. This metric can be viewed only at the ad level of your campaigns.

If your relevance score increases over time, you’ll typically see your cost per result decrease and your campaign performance rise. On the flipside, when your relevance score is decreasing, you’ll find your cost per result increasing, indicating your campaign performance is decreasing.


The third metric to look at is frequency. Frequency is a delivery metric that tells you how many times on average someone has seen your ad. Your frequency will always start at 1 and increase over time as you spend more of your campaign budget and reach more of your target audience.

As your frequency increases to 2, 3, 4, 5, and so on, you’ll notice that it impacts your cost per result and relevance score. The higher your frequency, the more people are seeing the same Facebook ads.


An Introduction to Google Ads in bussiness

An Introduction to Google Ads

Google Ads in bussiness is run ads and reach ready-to-buy customers. There are various ad formats available through the platform, including display ads, video ads, search ads, and app ads to reach as broad an audience as possible.

With Google Ads, advertisers can target websites of interest, remarket to specific audiences, Google Ads in bussiness run ads on different apps, and create video ads that play before or during other relevant videos. Search ads appear on Google search, while app ads can be run anywhere across the Google network, including within another app.

Because Google Ads in bussiness of the vast amount of opportunities available, Google Ads can play a major role in marketing and growing a brand or business online. This is particularly true with search advertising, where keywords can be targeted to reach potential customers directly.

How Does Google Ads Work?

Google Ads can help advertisers attract interested, relevant customers to their websites through targeted search. The process is simple. If a user enters a relevant or closely related word to an advertiser’s product or service, Google Ads will show that ad in its search results. The idea is to target users who are most likely to buy a product or service. Ads also help manage and control advertising spending by offering several pricing options. With Google Ads, advertisers pay only if a user clicks an ad and visits a site, making it a wise economical choice.

Google Ads Features

There are many new features available within Google Ads, including:

  • Recommended Products in Google Merchant Center
    While using Google Shopping ads through a Google Merchant Center account, Google will recommend what can be sold in a store.
  • Ad Preview and Diagnosis Tool
    This is available in the Tools section within a  Google account. It shows common searches and lets advertisers know if there’s anything amiss within their campaigns. It also offers insight into optimizing low-performing ads.
  • Shoppable Google Images Ads
    Studies show that images work better with ads. Through this not-yet-released feature, users will be able to view a product and its price, then be directed to purchase the product through Google Images.
  • Google Ads Scripts and Automation
    Advertisers can load and use certain scripts that can perform specific tasks continuously. Some scripts can check if any sites are down, in which case it will automatically stop a campaign. Others can check whether a quality score is lower than a certain amount, in which case it will reduce the spend for that campaign.

What are Google Ads “Smart” Campaigns?

Google Ads Smart campaigns are designed to make it easier to advertise. They help businesses new to online advertising build the confidence they need to create ads that make an impact. 

The setup is simple. All that is needed is ad copy and an industry category, and Google will do virtually all the rest. The ad will be created, and advertisers can then target their audience based on relevant categories. The ad will then appear in Google search results, as well as on relevant partner sites.

Optimizing Google Ads Smart campaigns

As a simplified, hassle-free version of Google Ads, Google Ads Smart campaigns lets advertisers select a budget and a category and create an ad easily. It is geared more toward local and small businesses, bringing relevant results without the complexities of a traditional Google Ads campaign. As an added bonus, Google handles all of the optimizations to ensure ads are reaching their targeted audiences.

Creating a Google Ads Smart Campaign Account

All that’s required is a Gmail account. Once an advertiser signs up, it will select an ad goal, create the ad, and determine a budget. Next, the advertiser will set up a location, define the product or service, write a description of the product and include a high-quality image, then add the landing page as the link. Lastly, it will determine a budget range for the ad. Once it’s approved by both the advertiser and Google, the ad will start running.

Why Use Google “Smart” Campaigns Within Google Ads?

Google Smart campaigns are useful because they are a simplified version of the overall Google Ads platform. Advertisers don’t have to know much about using Google Ads, and Google handles a lot of the keyword analysis within a campaign. It helps target local businesses and takes almost no time to manage, and there’s no cost to set up the tool. Because Google recommends using one or the other to avoid competition and confusion, advertisers should do their homework and select the ad


What Is Google Ads?, and importance of google Ads

Importance of Google Ads allows businesses to reach anyone who uses Google to search for information, products and services online. When used properly, Google Ads has the potential to send you large numbers of people who want exactly what you have to offer. If you don’t currently have a Google Ads account for your business or you don’t use your Google Ads account to its full potential, you should seriously consider taking full advantage of this platform.

What is Google Ads?

Almost every time you see an ad for a company’s landing page rank as the first (or second, or third) search result on a Google search, it’s not just the result of good SEO; the company likely has a Google Ads campaign underway.

Through Google Ads (formerly known as Google AdWords), you pay to have a Google ad for your business displayed to customers who search for relevant terms on Google Search and Maps. Google Ads is a key digital marketing tool for any business that is looking to get meaningful ad copy in front of its target audience.

Through Google Ads, you pay only for actual, measurable results, such as website clicks and business calls. This structure is known as a pay-per-click (PPC) campaign. You can set a monthly Google Ads campaign ad-spend cap that Google will automatically follow, and you can choose to make your target audience global or local.

How does Google Ads work?

Now that you know what Google Ads is, you may be wondering how it works. When you embark on a Google ad spend, first you’ll tell Google which of these three goals you’re aiming to achieve:

  • Increase calls to your business.
  • Direct more visitors to your store.
  • Guide people to your website or company landing page.

Then, you’ll determine whether your ad copy will be delivered to a global or local audience. Next, you’ll use images or three short sentences to tell Google what makes your business stand out, and Google will use this data to help you create your ad copy. Finally, you’ll set your budget, which Google will use to predict your Google Ads campaign’s success, and Google will take your ad live. Your target audience will see your ad rank high and appear as a top search result, and as more people click on your PPC campaign ads, your business will come closer to fulfilling its preset budget. 

The five types of Google Ads

The aforementioned steps are consistent across all Google Ads campaigns. No two campaigns are exactly alike, though; in fact, there are five distinct types of Google Ads:

  • Search Network campaign. Through a Search Network campaign, your ad will appear on not just Google Search and Maps but also hundreds of other Google search partners, including YouTube and Google Shopping. On any of these sites, when users search terms related to a keyword for your campaign, they’ll see your ad.
  • Display Network campaign. Through a Display Network campaign, you can get visual ads in front of people using products in the Google Display Network, including Gmail and YouTube.
  • Shopping campaign. Through a Shopping campaign, Google will use your web store’s product data, instead of a user’s keyword, to determine how and where within Google Shopping to show your ad.
  • Video campaign. Through a Video campaign, your company will be promoted via a video ad displayed on YouTube and other Google Display Network properties.
  • App campaign. Through an App campaign, your ad will be displayed on Google Search, YouTube, Google Play, AdMob, the Google Display Network, Google Discover, Google’s search partners and many other publishers that 

What is the difference between Google Ads and Google AdSense?

Google Ads allows businesses to easily advertise themselves on Google properties. By contrast, Google AdSense lets people who own platforms – such as blogs, websites and forums – to monetize these properties via ads for other businesses. Google uses its Google Ads Auction feature to determine which ads are shown via AdSense, and Google Ads users may need to tailor their ads to fare better in the Google Ads Auction.

How much does Google Ads cost?

A major reason to use Google Ads is that you have full control over the cost. If you set a budget, Google Ads will never exceed it, and the program will predict your results based on the budget you set. 

Why you should use Google Ads

Here are some of the benefits of using Google Ads in your digital marketing strategy.

1. It increases leads and customers.

Google Ads is one of the best tools for lead generation. If your campaigns are set up properly, it has the potential to send extremely targeted leads to your website, opt-in form or other online property.

Google Ads allows you to focus on the people who are searching for what your business offers. This means you can continually refine your searches so that only people who want to buy your products or services are sent to your websites through this platform. 

2. It’s a flexible marketing platform.

Anyone who uses Google Ads regularly will tell you that it’s an extremely flexible marketing platform. It’s suitable for all kinds and sizes of organisations. You can literally turn internet traffic on and off using this system. It is also compatible with a wide range of other marketing platforms and software systems.

You can easily customise campaigns to focus on specific types of online users. For example, you can target people by location, the type of device they’re using and the Google-owned website they’re accessing (e.g., Google search, Google Maps, YouTube).

You can also set your own budget for specific areas of a campaign. For example, you could set daily budgets and limits on the amount you’re willing to spend on clicks for specific keywords. 

3. You get a high return on investment.

Unlike other marketing strategies, Google Ads makes you pay only for ads people click on. Once you optimise Google Ads campaigns, you can get a high return on investment, which may not be possible with other marketing strategies.

However, this takes time, and you have to find out which approach suits you and your business. To get a clearer picture of what will give you the best results, you have to continually test and track your campaigns. Google Ads is perfect for this because it’s very transparent, and the information you need is readily available.

4. You see fast, transparent results.

Google Ads is known for delivering quick, straightforward results and reports of your campaigns.

It’s easy to analyze the progress of your campaigns because the dashboard gives you all of the information related to each campaign, such as the ads clicked, the keywords that website visitors entered and the cost of clicks.

These features make Google Ads an extremely transparent and intuitive system. 

5. It taps into huge, high-quality traffic sources.

Because of Google’s market dominance and massive customer base, the search giant can send businesses a huge amount of traffic every day.

Google prides itself on displaying relevant content and ads, and the company continues to evolve and improve its search engine algorithms to produce the most relevant search results and ads. This has a positive effect for businesses that advertise through Google Ads, as these ads send high-quality leads and visitors to your business’s website, e-commerce store, opt-in form or other online assets.

6. You find out more about your market.

It’s important to get into the minds of your ideal customers. Understanding your audience makes it much easier to deal with customers and find out what they want.

Google Ads, on the other hand, yields information about customer habits and requirements that business owners of previous generations could have only dreamed about.

Some of the valuable data Google Ads lets you learn about your customers include the keywords they use to find your website, their location, the devices they use, and the times and days they search.

You can use this information to improve your products and services, as well as to refine your marketing efforts so that you do not waste money advertising to people who are not interested in what you have to offer.

Google Ads is one of the most powerful advertising tools ever created. It deals with millions of searches by internet.Users every day and then gives business owners a unique opportunity to convert many of these people into business leads and customers.

How to set up a Google Ads campaign

Follow these steps to start a Google Ads campaign:

  1. Log in to your Google Ads account.
  2. Click Campaigns on the left-hand side.
  3. Click the plus button.
  4. Choose “New campaign.”
  5. Select your campaign goal, or create a campaign with no goals.
  6. Choose a campaign type.
  7. Click Continue.
  8. Decide your campaign settings.
  9. Click Save and continue.

From there, use the above advice to create the ideal Google Ads campaign.