Question

How do KPIs differ between paid search and paid social?

Answer 1

Key Performance Indicators (KPIs) vary based on platform goals:

Paid Search:

• CTR (Click-Through Rate): Measures ad relevance.
• CPC (Cost Per Click): Tracks cost-efficiency.
• Conversion Rate: Measures user actions (e.g., sales, form submissions).
• ROAS (Return on Ad Spend): Evaluates profitability.

Paid Social:

• Reach and Impressions: Tracks brand visibility.
• Engagements: Likes, comments, shares, and clicks.
• Video views: For campaigns focused on storytelling.
• Traffic and conversions: Measures click-through to websites or apps.

Paid search emphasizes ROI metrics, while paid social focuses on visibility and engagement.