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Published: September 07, 2016
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Everyone’s heard the one about social going after TV ad dollars. But the social platforms—led by Facebook—are aiming for paid search dollars as well. Can social be as good as search for some ad objectives? And can it gain a share of search budgets?
"Search engines and search on retailer websites are by far the most common channels used by US digital shoppers. But social search is also being employed, at every stage of the purchase process."
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Search Channels Used by US Digital Shoppers During the Purchase Process, by Stage, April 2016 (% of respondents)
US Paid Search Ad Benchmarks: Ad Spending, Clicks and CPC YoY Growth, by Search Engine and Format, Q2 2016 (among campaigns analyzed by Merkle)
Social’s Role in Answering Questions
Sources Used to Research a Product/Brand Before Purchase According to US Internet Users, by Generation, May 2016 (% of respondents in each group)
Digital Sources Currently Used by Internet Users Worldwide to Read Business, Lifestyle & News Stories, May 2016 (% of respondents)
A New Opportunity for Marketers
Lift in Unique Search Traffic due to Exposure* to Facebook Ads and Among US Brands, by Device, July-Sep 2015
Performance of People-Based Advertising* vs. Select Formats According to Senior Advertisers in North America, Feb 2016 (% of respondents)
Median ROI for Select Channels/Formats According to US Marketers, June 2016
Likelihood of Prioritizing Marketing Measurement/Attribution According to US Marketing Professionals, April 2016 (% of respondents)
Most Significant Challenges of Putting Mobile at the Center of Integrated Marketing According to Client-Side Advertisers vs. Agencies Worldwide, March 2016 (% of respondents)
Google Ad Benchmarks Worldwide: Paid Click and CPC YoY Growth, by Site Type, Q2 2015-Q2 2016 (among campaigns analyzed by Google)
Google Net Ad Revenues Worldwide, 2015-2018 (billions and % change)
Top 10 US Paid Search Advertisers, Ranked by Measured Search Ad Spending, 2014 & 2015 (millions and % change)
Three Categories to Watch: Retail, Travel and Auto
US Digital Ad Spending, by Industry and by Format, 2016 (billions)
Leading Areas in Which Digital Retail Marketers in North America Plan to Focus Their Customer Acquisition Marketing, June 2016 (% of respondents)
Paid Search Travel Ad Benchmarks Worldwide: CTR and CPC, Q1 2015-Q1 2016 (among ads tracked by Kenshoo)
Social Travel Ad Benchmarks Worldwide: CPM and CPC, Q1 2015-Q1 2016 (among ads tracked by Kenshoo)
Ways in Which US Digital Video Viewers Discover Original Digital Videos*, March 2016 (% of respondents)
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