A business that couples social advertising campaigns with search engine marketing campaigns brings in more revenue. Employing the techniques in silos is less effective than if a company combines the two strategies. In fact, when B2B marketing professionals merge the two tactics, they enjoy a 26 percent jump in revenue per click compared to a singular search campaign (1).
Pairing the two methods also results in 68 percent more revenue per conversion. The two outlets are especially valuable for a social campaign. Those who click on both ads have a conversion rate of about four and half times greater than users who only click on a social ad, and visitors who click on both ads contribute four times more revenue than individuals who solely click on a social ad.
To execute the campaigns together, it is vital to understand how an audience behaves (2). There may be some similarities between search and social. After knowing audience behaviors, a company should set goals for both strategies. It's important that each channel has access to search keywords, social conversations and target audience behaviors.
Not one technique is better than the other. B2B professionals should utilize social and search in tandem to enjoy better visibility, higher revenue and greater traffic to their websites.