Many marketers are facing an important question: How can they make their efforts work across multiple channels?
A new study by Kenshoo, published today, helps address that question by analyzing the impact of Facebook advertising on paid search. Working with a leading retailer with more than 2,500 stores in the United States, Kenshoo’s study showed that adding Facebook advertising to the retailer’s performance marketing efforts made search work even harder.
Key findings
Kenshoo’s study showed that audience segments exposed to both paid search and Facebook advertising generated 30% more return on ad spend.1 In addition:
  • The retailer saw a 24% increase in paid search average order value, meaning that people who were exposed to Facebook advertising became higher-value customers
  • Facebook advertising was able to generate a 7% higher click-through rate than paid search alone
  • When combining paid search with Facebook, the retailer saw its cost-per-acquisition drop by 4.5%
Recommendations
Kenshoo offers the following suggestions for marketers looking to advertise across multiple channels:
  • Test Facebook and paid search together. Performance marketers should test various models for paid search and Facebook advertising together.
  • Deploy cross-channel measurement. Measurement is key to understanding cross-channel media performance. Multi-touch attribution (MTA) can help marketers understand consumers’ paths to conversion and properly attribute conversion credit to each respective channel.
  • Find the optimal media mix. Marketers should conduct studies, using MTA to inform spend levels, to uncover the optimal mix between paid search and Facebook advertising.
For more information, be sure and head over to Kenshoo to read the full study.