In a new study evaluating search and social advertising campaigns, Marin Software confirmed paid search and social campaigns perform better when integrated, delivering double the conversion rates and a 26 percent increase in revenue per click.
Based on data from Marin’s Global Online Advertising Index, the study found customers who clicked on both search and social ads had approximately two times greater conversion rate and spent twice as much than users who only clicked on a search ad.
Looking at users who only clicked on social ads, Marin saw conversion and revenue rates more than quadruple for users who clicked on both social and search ads.
Impact of Search and Social Ads On Conversion & Revenue Rates:
When comparing the performance of isolated campaigns versus integrated campaigns, Marin discovered search campaigns experienced a 26 percent lift in revenue per click when managed in combination with a social advertising campaign, and 68% higher revenue per conversion.
Comparing Isolated vs. Integrated Campaign Performance: