Facebook defends increased ads on the network
According to a recent study by Digital
marketing tech company Kenshoo, paid search ads coupled with Facebook
ads yield 30 percent more returns. The study showed a positive lift in
average order value as well when the two ad channels were combined, by
approx 24 percent, suggesting that “consumers who were exposed to social
advertising became higher value customers."
Kensoo said in the report," The fact
that Facebook advertising on its own during this study was declared a
successful initiative and had such a strong impact on paid search is
indicative of the power of the platform.”