Search and Facebook content are an ROI dreamteam [study]

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by Brafton Editorial
A new study from Kenshoo found paid search and Facebook posts provide much stronger ROI when combined into a single strategy.

Every marketer is looking for that secret combination of search, social and email content that will generate massive ROI, but that recipe is usually difficult to nail down. Every business is different, and the online landscape is also prone to quick changes as consumers embrace new channels. Marketers might want to take a closer look at the relationship between their SEO content and Facebook campaigns, as a recent study from Kenshoo has found that search and Facebook ads perform better in tandem, driving returns 30 percent higher than solo search ad performance.

In addition to stronger returns, measured as revenue over costs, Kenshoo found search ads paired with sponsored Facebook content increased average order values 24 percent and drove click-through rates up 7 percent.

The search plus social formula makes sense, purely on a basis that target audiences will be exposed to brand content more often. This, in turn, gives marketers more opportunities to provide prospects with messaging and information that will push them toward on-site conversions.

Search ads paired with sponsored Facebook content increased average order values 24 percent and drove click-through rates up 7 percent.

Kenshoo’s report lends support to the argument that Facebook is a conversion powerhouse. Brafton previously covered a study that found the social network drives more conversions than any other channels, with 38 percent of consumers saying they’ve purchased products or services after first interacting with them in Facebook posts.

As compelling as this data is, it doesn’t mean every marketer should make a case to the C-suite that it’s time to invest in a paid search-Facebook hybrid campaign. Brands must consider their unique target audiences, and share their paid and organic content on the social networks where their customers and prospects will be most influenced. For B2Cs, Facebook might be the right answer (but it could also be Pinterest, Instagram or Twitter). On the other hand, B2Bs will probably have better luck on LinkedIn, where professionals expect to learn about industry-specific solutions.

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