Marketers now have the opportunity to use precision to target audiences as well as mass scale to reach larger ones with digital and mobile platforms, like Facebook and Instagram. But if they limit reach, are marketers losing out on the opportunity to drive impact at scale?
For the study, multi-channel digital marketing technology firm Kenshoo analyzed the effect of adding Facebook advertising to Experian’s paid-search campaigns. These campaigns were designed to generate online applications for the leading global information services provider’s credit reports. To determine what level of Facebook ads would lead to the strongest performance, Experian exposed different groups of people in the United States to different spending levels of Facebook ads in News Feed and the right hand column. The campaigns took place over a two-week test period in the first quarter of 2014.
Kenshoo’s study reinforces previous research showing that Facebook advertising makes search campaigns work harder. Key findings of the new Kenshoo study include the following:
Kenshoo’s director of marketing research
VP Global Partnerships at Facebook