Cost-effectiveness depends on the campaign goals and industry:
- Paid Search:
Typically higher Cost-Per-Click (CPC) due to competition for keywords.
Better suited for high-conversion keywords where users are ready to purchase. - Paid Social:
Generally lower CPC as users are not actively searching but discovering content.
Best for building awareness and driving engagement.
Key takeaway: Use paid search for ROI-driven, bottom-funnel campaigns, and paid social for cost-efficient top-of-funnel awareness.
