Paid search still represents the biggest share of digital marketing investment but Facebook social ad spend is growing at the faster rate of 37 per cent year-on-year, compared with spend on search advertising growing year-on-year at a rate of 10 per cent, research from Kenshoo has found.
It was found that search advertiser revenue increased 12 per cent, while social revenue increased 191 per cent year on year, although it recorded a 31 per cent dip quarter on quarter.
“Social advertising is growing fast and, while paid search still commands the lion’s share of online ad budgets, both channels have proven to deliver strong return on investment,” said Aaron Goldman, chief marketing officer of Kenshoo. “The key for marketers is to approach search and social holistically and leverage advanced cross-channel platforms to automate and optimise campaigns.”
He adds that the fact that search is still growing at double-digit yearly rates shows there is plenty of opportunity out there for scale.