Paid search vs. paid social: how to design the ideal marketing mix

Having “grown up” in search marketing, I had a strong appreciation for keyword targeting early on. Then, about five years ago, my corporate responsibilities led me to take on social campaigns, and I fell in love instantly.

Quite often, I’m asked about which is better for companies, and, with very few exceptions, I’ve found myself giving the same advice: “You absolutely should be doing both!”

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