Direct-marketing giant Guthy-Renker tapped Facebook’s Atlas advertising platform to gain better understanding of the relationship between display ads and paid search.
Atlas studied 12,000 online buyers of Proactiv skin-care products over a month-long period, from initial impression through to final purchase, and it found that 16 percent of them clicked on search ads for Proactiv after initially seeing display ads.
Rebecca Sharpe of Atlas Insights wrote in a blog post:
The question was simple: Does each channel drive its own purchase results separately, or do the two efforts overlap to influence conversions together? Due to Atlas’ ability to match consumers with the ads they’ve been served across devices, finding the answer was relatively straightforward.
A third-party platform without Atlas’ cross-device, people-based marketing capabilities would’ve attributed all of these purchases to search alone, and Guthy-Renker would still be unaware of the synergy generated by the two channels working together.
Guthy-Renker chief marketing officer Jay Sung added:
I always suspected that increasing display advertising on a last-click basis undervalues its true impact on driving new customers. Now I know. And now I can make better choices about how to balance budgets across tactics.
Readers: Did Atlas’ findings for Guthy-Renker surprise you?