It’s tough to ignore the buzz about the ROI some brands are seeing from social media advertising.
Better ad automation tools and more sophisticated methods of measuring success are giving companies the ability to see impressive returns, particularly on direct response campaigns.
Ask our sales team – the concept of advertising on Facebook is not a hard sell anymore.
But the truth is that it can still be undervalued, particularly by advertisers who rely solely on last click attribution: Referring to social media is often not thought of as the last action you take before you buy.
Although sites like Facebook and Twitter can be the start of your customer’s purchase journey, especially with a strong acquisition and retargeting strategy, it’s not always the last click or historically how direct response has played a role.
Social still doesn’t get the majority share of most direct response campaign budgets even though there’s no denying it plays an influential part.
The following stats should help convince you that you should be allocating a healthy portion of your lead gen budget to paid social.