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When forming your marketing strategy, you should not be deciding between search ads and social ads.  Instead you should try to integrate your search ads with social ads, according to research conducted by Marin Software and published in a new white paper, “The Multiplier Effect of Integrating Search and Social Advertising.”

What Marin’s Research Found
According to the white paper, Marin’s research 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 impact of 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 click on social ads,” Marin stated in its paper.

The research found that customers also spent more when click on both search and social ads with two times more revenue per click.

“Multi-channel touch points are even more valuable for social advertising,” Marin reported.  “Users who clicked on both a search and social ad contributed four times more revenue per click than users who clicked on the social ad only.”

Other Key Findings

  • Search campaigns that were managed alongside social ad campaigns had 26% more revenue per click than search campaigns managed alone.
  • The integration of ad campaign management for the two channels yielded 68% higher revenue per conversion for search campaigns when managed with social advertising.

Key Takeaways

  • Successful marketing executives recognize that meeting overall business objectives requires focusing the customer, not the channel.  (For example, a channel-focused approach is mainly concerned with the right keywords, the right targeting settings and often the best bids).
  • While a single-channel management focus can have some tactical advantages, it often ignores the strategic goals of the overall marketing effort: acquiring the right customer with the right buying intentions at the right time.
  • Marketing is fundamentally about target audience, while the channel is the means of delivering a message to that audience.  Successful marketers are beginning to focus the shift away from the individual channel and instead use the strengths of each channel to reach an intended audience.

To access the full white paper by Marin Software, click here.

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