A large proportion of digital advertising money is currently flowing into Google and Facebook. The reason: search and social advertising are extremely effective and efficient. If you want to exploit the full potential of both channels, you should coordinate the campaigns with each other.

1. users are more likely to click and buy

Users who clicked on both search and social ads had a conversion rate around twice as high as users who only clicked on the search ad. The cross-channel effect was even greater for the clicks examined compared to social-only. Users who clicked on both ads had a click-through rate around four and a half times higher than users who only clicked on social ads.

2. customers spend more money

Users who clicked on a search and a social ad generated around twice as much revenue per click as users who only clicked on search ads. Users who clicked on both a search and a social ad contributed six times more revenue per click than users who only clicked on a single social ad.

3. better performance of SEA campaigns

SEA campaigns that are managed in parallel with social advertising campaigns generate twice as much revenue per click as search campaigns that are managed in isolation. Revenue per conversion also benefits from integrated campaign management: advertisers achieve almost ten percent more revenue per conversion with their search engine campaigns if they manage them together with social advertising campaigns.

Irisini Davis, Director of Marketing, EMEA, Marin Software: "It is becoming increasingly difficult to further optimize performance campaigns. If you want to get even more out of them, you have to break down silos and manage the channels in an integrated way. Our analysis shows that advertisers can increase the performance and sales results of their search and social campaigns in this way."

Marin Software has published these and other results in the report "The multiplier effect of integrating search & social advertising". This can be here can be downloaded free of charge in return for contact details.

A current analysis of Marin Software  shows three reasons why the campaigns should be combined.1. users are more likely to click and buyUsers who clicked on both search and social ads had a conversion rate around twice as high as users who only clicked on the search ad. The cross-channel effect was even greater for the clicks examined compared to social-only. Users who clicked on both ads had a click-through rate around four and a half times higher than users who only clicked on social ads.2. customers spend more moneyUsers who clicked on a search and a social ad generated around twice as much revenue per click as users who only clicked on search ads. Users who clicked on both a search and a social ad contributed six times more revenue per click than users who only clicked on a single social ad.3. better performance of SEA campaignsSEA campaigns that are managed in parallel with social advertising campaigns generate twice as much revenue per click as search campaigns that are managed in isolation. Revenue per conversion also benefits from integrated campaign management: advertisers achieve almost ten percent more revenue per conversion with their search engine campaigns if they manage them together with social advertising campaigns.