Digital marketing has become an important aspect of lead generation among many advertisers, so it may not come as a surprise that spending on social and search advertising is increasing.
According to a recent infographic compiled by software company Kenshoo, both social and paid search advertising spend increased 81 and 19 percent year over year, respectively. Even between the second and third quarter this year, firms increased their spend as search marketing in Q3 was up 3 percent from Q2, while social advertising expenditures increased 13 percent in the same time period.
The added spending may have contributed to marketers’ success in click-through rates as well. Search advertising CTRs jumped 23 percent between 2013 and 2014, while social advertising CTRs skyrocketed 148 percent. Although cost-per click is increasing, CTRs are reaching all-time highs, which points to relatively strong industry growth. Lead generation companies may want to consider investing in social and paid search efforts if they haven’t already.
Digital outreach evolving
As marketers continue to optimize campaigns for their specific needs, digital conduits like Google and Facebook are constantly updating their platforms to better focus on quality content; and, they are now focusing more on delivering engaging content that will serve the needs of prospective clientele, instead of the number of impressions being served.
For instance, Google’s new algorithms are combing the Internet for quality content as opposed to keyword-stuffing websites that inorganically force-feed certain words and phrases into their landing pages. Paid search clicks increased 11 percent year over year, but the number of impressions declined 10 percent as companies look to appear in front of leads at more relevant times and by providing quality information.
Similarly, while paid social ads are relatively inconsistent in terms of clicks, they are focusing on news feed placement as opposed to the right side of a user’s Facebook page. Since news feed placement has become a larger part of social outreach, advertisers should know how to improve their placement. According to Social Media Examiner, marketers can improve their news feed placement by including links in the posts they share with users and avoiding click-bait articles that have vague headlines but are enticing enough to get a user to click through.
Advertisers looking to spend more on social and paid search should start by creating genuine, relevant content. Lead generation is no longer about the number of impressions served but rather reaching the right demographic at the right time with the right information.