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Google+Facebook A Retail Playbook for Omnichannel Success
It’s no secret that Google and Facebook rule the digital marketing space, dominating both consumer moments and overall ad spend. In the US alone, these online behemoths accounted for 99% of revenue growth from digital advertising in 2016.1 Facebook and Google represent the engine of advertising growth, where digital ad spend surpassed TV for the first time in April 2017, according to the Internet Bureau of Advertising (IAB). Users who click an advertiser’s search and social ads have a 2x greater conversion rate than users who click the search ad only. The impact of an omnichannel touch is even greater with social clicks. Users who click both a search and social ad have a click-through rate approximately four and a half times higher than users who only click social ads.
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