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BizReport : Search Marketing : April 17, 2014


Marin study reveals the effect of integrating search and social campaigns

New research from Marin Software reveals that not only do search campaigns perform better when managed alongside social campaigns, but consumers that click on both search and social ads are more likely to make a purchase and spend more.

by Helen Leggatt

Marin's new report, "The Multiplier Effect of Integrating Search and Social Advertising", found that successful marketers integrate search and social. In particular it highlights that "marketers need to integrate their search and social strategies along the customer buying journey, thinking beyond the channel and focusing instead on the customer".

Why? For several reasons.

Firstly, search campaigns were found to perform better when managed alongside social campaigns with 26% higher revenue per click than search campaigns managed in isolation. Furthermore, marketers saw a 68% rise in revenue per conversion when search was managed alongside social campaigns

Secondly, it was discovered that consumers that click on both an advertiser's search and social ads were twice as likely to make a purchase as those who clicked only a search ad.

Lastly, consumers that click on both search and social ads spend more, contributing around twice as much revenue per click than users who clicked only on search ads.

Tags: advertising, search marketing, social marketing










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