When people think about Facebook and Google whether it be in the context of their consumer products or their advertising, the two are often cast as competitive enemies. Of course, the truth is a lot murkier.
To wit, when it comes to an omnichannel on-my-channel marketing strategy, playing with both Google and Facebook might seem like a no-brainer. To that end, Kenshoo was commissioned by Facebook to find what the impact of Facebook ads was on paid search conversions. And true to form, Kenshoo found that total conversions were up 19% on average with an 11% increase in conversion rate and a decrease in cost per acquisition of 10%.
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So when it comes to advertising on Facebook and Google … why can’t we be friends?