[Source: Marin Software]
The recently released white paper from Marin Software, “The Multiplier Effect of Integrating Search and Social Advertising” found that customers who clicked on both search and social ads were about twice as likely to convert versus those who clicked on a search ad alone.
The report compares results from advertisers who manage their programs separately to those that have integrated search and social programs. The research showed that marketers who integrate their search and social advertising programs find significantly more consumers who are not only more likely to convert, but who are also likely to spend more.
“The impact of a cross-channel touch was even greater when examining social clicks. Users who clicked on both the search and social ads had a click-through rate approximately four and a half times higher than users who only clicked on social ads,” Marin stated in its paper.
Search campaigns that were managed alongside social advertising campaigns had 26% more revenue per click than search campaigns managed alone. In addition, the integration of ad campaign management for the two channels yielded 68% higher revenue per conversion for search campaigns when managed with social advertising.
“Marketing is fundamentally about target audience, while the channel is the means of delivering a message to that audience. Successful marketers are beginning to shift focus away from the individual channel and instead use the strengths of each channel to reach their intended audience.” Marin stated.