A Comparative Analysis Of Roi Performance: Search Engine Marketing Vs. Social Media Advertising

This study presents a comparative analysis of ROI performance between Search Engine Marketing (SEM) and Social Media Advertising (SMA), focusing on three primary objectives: analyzing lead generation efficiency across different industries, determining conversion rates and their impact on sales outcomes, and investigating user behavior and interaction patterns with digital ads.Employing a predominantly quantitative methodology, supplemented by minimal qualitative insights, a cross-sectional research design was adopted.Data were collected from diverse industry practitioners via online questionnaires using Google Forms, and analyzed through descriptive and inferential statistics, with thematic analysis applied to open-ended responses.Findings reveal that demographic factors do not significantly affect SEM's lead generation efficiency or cost per lead, while they play a significant role in SMA's reach to potential customers.Chi-Square analysis confirms that SEM campaigns achieve higher conversion rates and are more effective in driving sales outcomes, with correlation analysis indicating a positive relationship between SEM ad engagement and repeat website visits.These results underscore SEM's superiority in conversions and user engagement, whereas SMA demonstrates demographic-driven audience reach.Limitations include the focus on short-term outcomes and a specific industry sample.Future research should explore longitudinal effects and incorporate broader industry segments.Overall, this study offers actionable insights for optimizing digital advertising strategies, reinforcing the importance of tailored approaches in enhancing ROI performance.