[sahilpjain]

The relationship between search and social is described at a super high level in the article (which isn't bad). The idea of direct intent (search) and indirect (social).

Social seems to do really well for "branding" (aka CPM advertising) where you are looking to just get a lot of views to create recognition.

Search, when optimized properly, seems to do really well on direct conversions assuming your landing page is up to snap.