Increasing conversions ranks as one of the top priorities for an integrated search and social advertising strategy, according to a new report [download page] from Ascend2 and its Research Partners. Unfortunately it’s also considered to be the most challenging aspect of search and social advertising success, more so even than attribution of revenue to these channels.
As such, it’s important to see where marketers are finding success with search and social advertising tactics.
Two stand out in the survey, which was fielded among 233 marketing influencers evenly distributed across company sizes and B2B and B2C channels.
The first of those is remarketing/retargeting, cited by 45% of respondents as an effective tactic in use for improving search and social advertising performance. That aligns with separate research which has pointed to remarketing as one of the most effective PPC tactics.
Close behind remarketing is data-driven personalization, cited by a near-equal 44% as being an effective tactic in use for improving advertising performance. Where advertising personalization falls short – in addition to being a less-favored form of personalization among consumers – is in its difficulty. Separate results from the Ascend2 survey indicate that more marketers have difficulty with data-driven personalization than with any other identified tactic for improving search and social advertising performance.
Many are turning to outside help, according to the study. In fact, marketers are almost 3 times more likely to outsource to a specialist than they are to use in-house resources only to execute their search and social advertising tactics. For the majority (55%), though, a combination of outsourced and in-house resources seems to do the trick.
This seems to be a sound strategy, as 9 in 10 respondents feel that the effectiveness of their tactics is improving and a similar proportion (87%) indicate that their conversion rates from search and social advertising are on the rise.
About the Data: The results are based on a survey of 233 marketing influencers from a range of company sizes. Some 39% are primarily B2B, while 34% are from B2C companies and the remainder target B2B and B2C equally.