To achieve the maximum return on your advertising investment, consider implementing a multi-channel marketing strategy.
Multi-channel marketing involves taking a single strategy and using it across multiple channels (or platforms) to interact with current customers and prospects. The channel may be a paid search ad, email, a print ad, a website, promotional event, mobile app, or video campaign. The main goal of multichannel marketing is to give consumers a choice allowing them to buy when and where they want.
This marketing strategy will generate optimal marketing campaign results (e.g., increase in clicks, conversions, and impression share). We did some digging in some of the campaigns we ran for our clients and found some significant advantages to using a multi-channel campaign approach.
Here’s What Our Research Uncovered
We analyzed some of our clients’ campaign performance to determine if there was a big difference between operating a search-only campaign versus a campaign distributed on multiple channels.
To do that, we compared paid search traffic between 2,782 businesses not investing in Facebook ads with 200 businesses operating both paid search and Facebook ads. On average businesses investing in Facebook and paid search had 77% more impressions and 82% more clicks.
We did the same analysis on campaigns that included paid video advertising. When we compared 2,469 businesses not investing in video with 211 businesses running both paid video advertising and paid search, we discovered that those businesses with video ads had 50% more clicks and 27% more conversions.
Why Multi-Channel Advertising is Effective
Using part of your marketing budgets towards social advertising has the potential to yield significant results for your business. Not only can you increase your clicks and conversions, but you can also use your online social presence to better inform your search advertising campaigns.
For example, you can see how users are interacting with your brand online and leverage that data to better inform your messaging. Test out different messaging types through search and social to better optimize your campaigns—and see what kind of messaging is going to have the most profound effect on your results.
Additionally, by using a multi-channel approach to your marketing, you can increase the overall reach of your ads.
Multi-Channel Marketing Feeds Into Your Impression Share Strategy
According to Google, impression share is the percentage of impressions your ad receives compared to the total amount of impressions it could get.
Using paid social ads in alignment with search ads allows you to increase your overall impressions—as well as your overall impression share. If your ads are optimized for impressions, then you’ll want to consider shifting a portion of your marketing budget to go towards social or video ads as well as just search.
In our analysis, we found that for every $500 spent on YouTube video ads, we were able to generate an additional 1,500 search impressions.
The Best Way to Manage a Multi-Channel Marketing Strategy
Ok, so it’s clear that multi-channel marketing is an effective strategy at driving an increase in your advertising return on investment. But how do you actually implement it?
At Netsertive, we recommend finding a partner who can own all aspects of your digital marketing strategy with built-in AI capabilities that can easily scale and localize all of your advertising campaigns for search, social, video, display, and more.