ReachLocal Study Suggests that Local Businesses Gain Greater Results by Combining Facebook Ads with Search Ads
Woodland Hills, Calif., June 29, 2017 – ReachLocal, a leader in powering online marketing for local businesses and a part of the USA TODAY NETWORK, today announced the results of a Q2 2017 study of over 1,000 local business campaigns in five key verticals including healthcare, auto, home services, professional services and specialty services. A key goal of the study was to understand the interplay between the two most visited digital media properties according to comScore: Facebook and Google.
"Many of our clients still view social and search advertising as separate marketing strategies," said Joshua Markham, Senior Vice President of Digital Media Products at ReachLocal. "However, when businesses rely on only one marketing tactic, they are likely missing out on consumers that are in different phases of their buying journey. Consumers have different preferences for consuming information online, and we see the combined approach outperforming a singular effort."
ReachLocal analyzed 1000 campaigns to see the impact adding Facebook advertising had on their search advertising efforts. The study suggests that local businesses gain greater results by combining Facebook advertising with their search campaigns, underscoring the power of a multi-faceted marketing approach. The study revealed that ReachLocal search clients that added Facebook ads realized:
- 57% lowered their cost per thousand impressions (CPM) across Facebook ads and search ads
- Cost per click (CPC) improved 18% on average
- 83% of clients increased search advertising clickthrough rates (CTR)
- 82% of clients lowered search advertising cost per click (CPC)
For more details on the results, view the study infographic.
About ReachSocial Ads
ReachSocial Ads™, ReachLocal’s flagship Facebook advertising solution, brings together ad creative best-practices, robust audience targeting options, expert campaign management, and measurable results. In addition, access to social advertising experts, and ReachLocal’s unique lead delivery services enable local businesses to quickly respond, and increase lead conversion.
ReachLocal is a proud Facebook Marketing Partner, a select group of companies recognized for their ability to drive exceptional advertising and marketing results from Facebook.
ReachLocal, a USA TODAY NETWORK company and a part of Gannett Co., Inc. (NYSE: GCI), helps local businesses grow and better operate their business with award-winning lead generation and conversion technology and expert service. ReachLocal is headquartered in Woodland Hills, Calif. and operates in four regions: Asia-Pacific, Europe, Latin America and North America. For more information, visit www.reachlocal.com.
Aimee L. Quemuel