Paid Search Ads Paired with Facebook Ads Yield 30% More Return

In web marketing, multiple channels work together to boost return on investment. Digital marketing tech company kenshoo wanted to find out how social advertising and paid search together might impact conversion.
In what Kenshoo called the first study of its kind, the company found that when a person was exposed to a brand's Facebook ads and paid search ads together, there was a 30 percent more return on ad spend than when a person was exposed to paid search ads alone.
“The fact that Facebook advertising on its own during this study was declared a successful initiative and had such a strong impact on paid search is indicative of the power of the platform,” Kenshoo said in its report.
“If marketers only had one Key Performance Indicator (KPI) to compare media channels, the metric of choice would be ROAS [return on ad spend], which is calculated as Revenue/Cost. For example, if an advertiser spent $20 and generated $100 in sales it had a 5x ROAS. Even media with different conversion goals can be easily evaluated based on how much it returned versus how much it spent.”

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