Every performance marketer has seen this movie. Search ROAS looks great, social ROAS looks mediocre, so the budget shifts to search. Three months later, search performance quietly erodes, and nobody can explain why. Nothing in the account changed. You turned off the thing feeding your search campaigns in the first place. Paid search looks better when paid social is running. Not because of some attribution trick, although attribution is part of the story, but because social changes the quality and quantity of the people who end up searching. Evaluate the two channels in isolation, and you’ll systematically overinvest in search and underinvest…
This is a curated summary. The full story was reported by Search Engine Land.
Read the full story at Search Engine Land
