Facebook advertising has a knock-on effect on paid search performance on search engines such as Google and Bing, accoriding to new research. The Kenshoo white paper, “Added Value: Facebook Advertising Boosts Paid Search Performance.” The study demonstrates for the first time the direct, positive impact of Facebook advertising on paid search marketing performance. Kenshoo analysed […]
Facebook advertising has a knock-on effect on paid search performance on search engines such as Google and Bing, accoriding to new research.
The Kenshoo white paper, “Added Value: Facebook Advertising Boosts Paid Search Performance.” The study demonstrates for the first time the direct, positive impact of Facebook advertising on paid search marketing performance.
Kenshoo analysed 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.
“Kenshoo’s strong track record in search and leadership position in social led us to pioneer this research with Facebook. The findings can help advertisers better capitalise on what have become the two most important digital marketing channels by discovering their best customers through search intent and continuing the conversation through social interaction,” said Josh Dreller, director of marketing research at Kenshoo. “This study is just the tip of the iceberg in terms of actionable insights we can provide marketers to optimise performance across channels and we look forward to partnering with Facebook on future research.”
“This research shows how Facebook acts as a discovery platform to increase performance on paid search metrics,” said Rob Creekmore, attribution measurement manager at Facebook. “A thirty percent increase in return on ad spend is something marketers will find exciting. It’s clear from this research that pairing Facebook marketing with paid search marketing leads to customers who are primed to open up their wallets and spend more.”
Visit www.Kenshoo.com/FBAddedValue to download and view the complete results of the study.
Methodology
This research reflects an analysis of live campaign performance data from a leading retailer with more than 2,500 stores in North America during August and September 2013. For the purposes of this study, only online conversion data from the advertiser’s ecommerce site was tracked to determine the impact of Facebook advertising on paid search performance. Although the campaign ran for three weeks, the performance data was analysed four weeks after the end of the campaign; so latent conversion activity could be included.
www.Kenshoo.com
