First-of-its-kind study demonstrates how Facebook advertising improves paid search performance – new research findings in a recently released white paper demonstrates for the first time, the direct, positive impact of Facebook advertising on paid search marketing performance.
The study analyzed recent paid search results for a leading retailer with more than 2,500 stores in the United States in which certain segments of the target audience were exposed to both paid search and Facebook advertising (“Search + FB”) while others were exposed to paid search alone (“Search Only”).
Notable findings from the study include:
30 percent higher paid search Return on Ad Spend (ROAS). The data show that the Search + FB audience segments generated 30 percent more ROAS than the Search Only group during the period of analysis, providing strong evidence that Facebook advertising delivers additional benefit as a performance-driver when run alongside paid search.
24 percent higher paid search average order value (AOV). Based on campaign analysis, Search + FB drove a 24 percent higher AOV which means that consumers who were exposed to social advertising became higher-value customers for this retailer.
7 percent higher paid search click-through rate (CTR). The Search + FB group generated a 7 percent higher CTR than the Search Only group, implying that social advertising was able to positively impact consumer awareness and perception of the brand.
4.5 percent lower paid search cost-per-acquisition (CPA). The Search + FB group generated a 4.5 percent lower paid search CPA, demonstrating that Facebook advertising reduced the cost to acquire those sales through paid search.
**Share the Magazine with your executive colleagues and friends!
Follow the Magazine:
(After you have filled in your email address in the column at the right hand side of the screen, a confirmation email will sent to your email address. You will have to confirm it before subscription begins)
Follow us on Twitter:
Like us on Facebook:
**As part of the Magazine’s drive to reward subscribers/followers, we will be providing subscribers/followers special access to exclusive content which will not be otherwise available to normal visitors. Please be sure to subscribe to the Magazine. Many visitors have given us positive comments that they will be bookmarking the site, but as the system is unable to capture a working email address to which the passcodes for exclusive content will be sent, they will miss out on this content. Do note that passcodes are locked to each exclusive content, not a one-for-all access, so do provide a working email address that you check regularly so as not to miss out on them!