by Laurie Sullivan, MediaPost

“‘You must spend some money on Facebook to see paid-search lift because the sweet spot is between 1.8x and 2.23x higher,’ said Aaron Goldman, CMO at Kenshoo. ‘Any less than 1.8 you won’t get a steep lift on search, and any more than 2.34 the returns start flattening off and you see diminishing returns.'”

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