Challenges

  • Explore how ration of Facebook to paid search ad spend impacts cross-channel performance boost
  • Understand if there is an optimal spend ratio for Facebook investments to activate cross-channel synergies

Solutions

  • Launched test across 4 similar segments, exposing control group to only paid search ads, while testing 3 groups with paid search + varying levels of Facebook spend from low to medium to high

Results

  • Paid search clicks increased by 8-12% as more consumers were exposed to higher levels of Facebook advertising

 

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