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Social Media vs Paid Search Media - how do you split the advertising spend between the two?

by AussieCoz
5 replies
I attended a webinar yesterday that said the split of advertising spend between social media and paid search media should be 1/3 social vs 2/3 search - is this similar to what people are doing out there?

I probably tailor it more to the product or service and what is inclined to work better, for products targeting an older market I might use more search media and for products targeting until 40's I might use more social media. It's all pretty much decided in the research when I figure out what platforms people in the target market at using.

What split of advertising spend are people putting into Social Media vs Search?
#advertising #media #paid #search #social #spend #split
  • Profile picture of the author Funtobesocial
    I don't believe that ratio because marketing is always about testing to find what works. Every business, niche, and region/area is going to be different.

    I do social media marketing for lots of businesses and I would say the opposite 1/3 search and 2/3 social media. I guess it depends who you ask. If you have a big enough budget 1/2 & 1/2 should do the trick.

    One other factor is if you have some good SEO for your site you don't have to spend as much on search traffic.
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    Rocco B.
    Fun To Be Social

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  • Profile picture of the author ahmansoor
    The criteria should be 'what work best for you'! - , If search marketing performing good for you, invest more in it. If social media marketing is more rewarding for you, invest more in it.
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    • Profile picture of the author AussieCoz
      Agreed - of course testing is essential. For me and what I'm doing social media probably gets the most budget and search marketing probably a little less but it always depends what I am marketing. Thanks for your comment
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  • Profile picture of the author michaelkoehler92
    Yeah I would also not agree to that ratio as marketing is all about testing and testing. You have to spend countless hours checking and replacing things to see what works.

    And they are many niches in which you wont be able to run Social media and Paid search together. Yes I am stick that Paid search should be given more weight-age as they bring in a lot of traffic and returns back with good ROI if done perfectly.
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    • Profile picture of the author AussieCoz
      Originally Posted by michaelkoehler92 View Post

      Yeah I would also not agree to that ratio as marketing is all about testing and testing. You have to spend countless hours checking and replacing things to see what works.

      And they are many niches in which you wont be able to run Social media and Paid search together. Yes I am stick that Paid search should be given more weight-age as they bring in a lot of traffic and returns back with good ROI if done perfectly.
      Thanks for your comment.

      I had this question asked again to me from a client - what should I spend on Facebook and what should I spend on Adwords, it really can't be determined at a glance without a serious amount of research.

      I think you can definately suggest based on the niche and the market what might have worked for you in the past but there is never any hard or fast rule.

      I do think that social media is probably more effective with younger audiences and yet it's case by case.
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