Kenshoo, a provider of premium digital marketing technology, released new research findings in the white paper, "Added Value: Facebook Advertising Boosts Paid Search Performance." The study demonstrates the direct, positive impact of Facebook advertising on paid search marketing performance.
Kenshoo analyzed recent paid search results for a leading retailer with more than 2,500 stores in the United States. The data show that the Search + FB audience segments generated 30% more ROAS than the Search Only group during the period of analysis. Based on campaign analysis, Search + FB drove a 24% higher AOV which means that consumers who were exposed to social advertising became higher-value customers for this retailer.