Digital marketing today has an almost endless number of different channels available to help get your brand in front of potential customers. Some are well established such as search and email marketing. Others are really starting to get settled into the scene, like social media marketing. Others, like video, are extremely hot right now, but it is not clear if they will remain dominant long into the future.
Marin Software has just released their, “Performance Marketers’ Benchmark Report” for the 4th quarter of 2014, which took a close look at the different marketing channels to see which ones are best for what types of things.
The most important information that they found was that search engine marketing leads to more conversions than other options, on average. Some key points from the report:
- Users on desktop computers click on search engine ads 5 times more often than they do social media ads.
- Those on smartphones click ads six times more frequently on search than social
- Conversion rates are 10 times higher from search than from social on desktops
- On smartphones, conversion rates are 15 times higher from search than social
As you can see, the differences are dramatic. This is even more important when you consider the fact that the CPC for social advertising is going up in many industries. This means that you’ll be paying nearly the same amount for ads on either platform, but get far more conversions from the search side.
If you would like to read the full report, you can see it HERE.