A new whitepaper, "The Multiplier Effect of Integrating Search and Social Advertising" by Marin Software suggests that search and social advertising, when combined together, produce better results than when they are operated as individual campaigns. Customers who clicked on both search and social ads were about twice as likely to convert as compared to those who clicked only on search ads.
Searchers who clicked on both search and social ads had a click-through rate about four and a half times more than users who only clicked on social ads and generated four times more revenue per click than users who clicked on a social ad only. Those customers who clicked on both search and social ads also spent more, and were about twice as likely to convert versus those who clicked on a search ad alone.
Search campaigns that were operated in conjunction to social ad campaigns produced 26% more revenue per click vs search campaigns managed alone. Moreover, integrating both the channels produced 68% more revenue per conversion.
According to the report, to meet the overall business objectives it is important to emphasize on the customer rather than the channel. A channel-focused approach focuses only on the right keywords, targeting settings and the best bids. In spite of having a few advantages, a single channel focus often avoids the objectives of the overall marketing efforts such as attracting prospective customer with the right purchasing intentions at the right time.
"As customers, we are generally more likely to buy a brand when we believe its message, trust the company and see value in the product. When these purchase criteria are positively reinforced through multiple channels, we are typically more comfortable buying from the brand," emphasizes the report.
Click here to access the complete whitepaper.Search and Social Ads When Integrated Produce 68% More Revenue per Conversion, Confirms Study!,