A big part of our work here at Bark is ensuring that all of our clients’ digital channels work together as much as possible.
Facebook and Google aren’t competing, they are simply capturing people at different stages of the marketing funnel. If you use them the right way and understand where each adds the most value, you can increase the value of your marketing budget as a whole.
It is well known amongst digital marketers that Facebook advertising has a “halo effect”, where there is a big lift in your direct, organic and brand search traffic as you scale.
I realised this early on, seeing correlations across the vast majority of businesses that I’ve worked with over the years, even discussed the impact with other marketers and simply assumed it to be true without ever feeling the need to see hard evidence of it beyond what I’d seen and heard anecdotally.
This all changed the other day when we did some analysis of this halo effect for one of our clients and the results, while not unexpected, were surprisingly definitive.
We looked at the correlation between spend on Facebook (which had increased over time) and brand search impressions and revenue (a great indicator of how many people have heard of your brand).
The first step was to simply put it on a chart, this is how it looked:
