Documenting and Assessing an Ad Experiment across Search and Social

blog.adstage.io

15 pointskalvin4 comments

Does anyone here have experience with the relationship between search and social advertising? It would be nice to see more public data on similar cross-network campaigns in different industries.

The relationship between search and social is described at a super high level in the article (which isn't bad). The idea of direct intent (search) and indirect (social).

Social seems to do really well for "branding" (aka CPM advertising) where you are looking to just get a lot of views to create recognition.

Search, when optimized properly, seems to do really well on direct conversions assuming your landing page is up to snap.

Social= Discovery

Search= Conversions

Spot on.

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