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[STUDY] Data Shows Search & Social Go Better Together

[STUDY] Data Shows Search & Social Go Better Together

By   April 23rd, 2014

You already know the data on search and social channels is compelling –  more than 92% of the global internet population uses search engines, and more than 73% use social platforms. But when it comes to managing spend across these two channels, marketers are still figuring out what works best.

We recently conducted a study into search and social marketing programs drawing on the Marin Global Online Advertising Index, an advertising data set from leading global brands that manage more than $6 Billion in annualized ad spend through Marin’s platform.

The results show that customers are more valuable when they engage with both search and social ads, but also that integrated search and social campaigns perform better than campaigns run in isolation.

Here are some key takeaways from our new white paper, The Multiplier Effect of Integrating Search & Social Advertising:

1) Customers Who Click on Your Search and Social Ads are More Likely to Buy: Users who clicked on both an advertiser’s search and social ads had an approximately 2x greater conversion rate than users who clicked on the search ad only. 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 4.5x times higher than users who only clicked on social ads.

2) Customers Who Click on Your Search and Social Ads Spend More: Users who clicked on both a search and social ad contributed approximately 2x more revenue per click than users who clicked on search ads only. Multi-channel touch points are even more valuable for social advertising. Users who clicked on both a search and social ad contributed 4x more revenue per click than users who clicked on a social ad only.

impact of search and social on buying journey

3) Search Campaigns Perform Better When They Are Managed Alongside Social Campaigns: According to the study, search campaigns that are managed alongside social advertising campaigns have 26% higher revenue per click than search campaigns managed in isolation. An integrated search and social management strategy also benefits an advertiser’s revenue per conversion. Advertisers have 68% higher revenue per conversion from their search campaigns when they are managed together with social advertising campaigns.

isolated vs integrated search and social management

For more data and actionable best practices, make sure to download The Multiplier Effect of Integrating Search & Social Advertising. How are you running your search and social campaigns? Drop us a line in the comments.