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Apparently, a combined search and social advertising strategy yields top results. That’s according to Marin Software Incorporated; the firm released its research findings this week.

The results of the study, as well as recommendations for implementing an integrated search and social optimization strategy, are included in Marin Software’s white paper entitled ”The Multiplier Effect of Integrating Search and Social Advertising: Best Practices for Cross-Channel Marketing.”

“Marin’s white paper explores the unique strengths of dominant search and social advertising channels, and examines how these channels have become preeminent in the digital marketing industry,” the Marin crew tells us.

In sum, an integrated search and social strategy can lead to improvements in finding, engaging, and acquiring high-value customers.

Some highlights from the report include:

  • Customers who click search and social ads are more likely to buy. Users who click both an advertiser’s search and social ads had an approximately two times greater conversion rate than users who click the search ad only.
  • Customers who click search and social ads spend more. The study also showed that users who click both a search and social ad contribute approximately two times more revenue per click than users who click search ads only.
  • Search campaigns perform better when managed alongside social campaigns. Search campaigns managed alongside social advertising campaigns have two times more revenue per click than search campaigns managed in isolation.

“Advertisers are increasingly focused on reaching their target customers across multiple channels using audience data to deliver the richest, most tailored experience possible,” said Wes MacLaggan, Head of Global Marketing at Marin Software. “Integrated search and social strategies produce far better results than tactically managing each channel in a silo. Simply put, holistic search and social management allows advertisers to reach their target audience more efficiently and more consistently.”

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