Slaying Goliath: How Social Will Defeat Search for Ad Dollars

Relying on search advertising for bottom-of-the-funnel action is a tried-and-true strategy, but ignoring the spectrum of what social advertising can offer is a recipe for disaster.

Relying on search advertising for bottom-of-the-funnel action is a tried-and-true strategy, but ignoring the spectrum of what social advertising can offer is a recipe for disaster.

Social channels such as Facebook, Instagram and Pinterest have grown from being top-of-the-funnel awareness magnets to powerful conversion platforms.

Many marketers are starting to increase their total spend and share of spend on social, while investment in search isn’t growing so quickly.

In the fourth quarter of 2015, Kenshoo found that marketers increased spend on search 8 percent year-over-year.

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