News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Kenshoo: Paid search continues double-digit yearly growth
While paid search continues to account for the lion's share of digital marketing investment, Kenshoo's latest quarterly study shows how social ad spending is increasing at a faster rate year-on-year.
A year-on-year comparison between spending on paid search and social ad spending reveals that search continues to grow at double-digit year rates. Search ad spend increased 10% year-on-year with search advertiser revenue up 12%.
Meanwhile, the relative newcomer social saw spend increase 37% and social revenue increase by 191%.
According to Kenshoo's chief marketing officer, Aaron Goldman, the key to harnessing the success of both channels is to "approach search and social holistically and leverage advanced cross-channel platforms to automate and optimize campaigns".
"Search has long been the rock of digital marketing plans and will continue to be for its ability to capture intent and drive direct response results. The fact that search is still growing at double-digit yearly rates shows there is plenty of opportunity out there for scale," said Goldman. "Meanwhile, social advertising has clearly emerged as a vital always-on component of the media mix and its triple-digital growth in revenue proves that marketers are successfully converting social engagement into tangible business outcomes."
A recent report from Marin Software, "The Multiplier Effect of Integrating Search and Social Advertising", revealed that successful marketers are integrating search and social and that search campaigns were found to perform better when managed alongside social campaigns. Such a combination resulted in 26% higher revenue per click than search campaigns managed in isolation and 68% rise in revenue per conversion when search was managed alongside social campaigns.
- Pinterest introduces new search tool to attract men to the network
- Study: Dirty Data a problem for marketers
- Top 3 things consumers really want from brands
- Surveys: Why social, mobile might rule the Super Bowl
- How new data collection techniques may impact your business
- Photographs among Brits' most treasured possessions
- Restaurant tech can leave servers more time to focus on dining experience
- NRF forecasts bigger spending this Valentine's Day
Featured White Papers
- 6 Blueprints for Social Network Success
The Big 6 social networks offer tremendous marketing opportunites--and each one is very different. That's why Spredfast has assembled our...
- CRM's Dirty Little Secret: How to Avoid CRM Sticker Shock
The way companies use and pay for customer relationship management software has changed significantly over the past decade. Moving from...