Marian Software has released a new white paper titled, “The Multiplier Effect of Integrating Search & Social Advertising – A best practices guide for cross-channel marketing.” In the paper they share information gathered from a large study that looked at over 200 enterprise level advertisers who used Google, Bing and Facebook campaigns in their overall marketing and retargeting strategies.
The report compares results from a variety of advertisers who manage programs separately against those who integrate both their search and social programs together. They found that those who integrate the programs are able to get far more consumers. In addition to just bringing additional traffic to the site, however, the combined strategy leads to more sales and higher dollar sales as well.
In the report they touch on things like why those who combine search and social are getting better results, and how they can optimize these types of strategies. The report also states that, “Advertisers have 68% higher revenue per conversion from their search campaigns when they are managed together with social advertising campaigns.” This is a huge increase, and when done properly, it can be done while lowering the overall marketing investment (since you would not need two distinct teams to manage the programs).
This is a very in depth white paper that can effectively serve as a guide for any marketer who is looking start using retargeting as a marketing strategy, or expand their existing retargeting. This is likely a large number of overall marketers since over half of the people that they surveyed for the report said that they plan on increasing the retargeting portion of their marketing budgets in the coming year.
To see the full report, click HERE.
