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Big Advantages of Combining Search and Social Ad Campaigns

Posted on 6.05.2014

The debate between whether search or social is a more valuable advertising channel is a furious one.

While each channel has its own advantages and disadvantages, new research shows that combining the two can lead to substantial improvements in revenue per conversion versus focusing on one or the other.

In a new research study by Marin Software, titled “The Multiplier Effect of Integrating Search and Social Advertising”, Marin aimed to find out whether or not combining search and local advertising campaigns yielded greater results than campaigns that focus all of their efforts on search advertising.

Perhaps the most important finding of the study was that when search and social ad campaigns were managed together, they produced 68 percent higher revenue per conversion than when search campaigns were managed alone.

The report also showed that search campaigns which were run in conjunction with social ad campaigns had 26 percent more revenue per click than search campaigns run individually.


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Moreover, the findings heavily favor combining social and search advertisement campaigns in an omni-channel approach. The report states that customers who clicked on both search and social ads accounted for four times more revenue than those who solely clicked on social ads. Also, customers who clicked on both social and search ads were nearly twice as likely to convert to a sale versus those who only clicked on search ads.

 

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