Branding ads alongside search & social increases conversion

Results from Bench study proves increases in conversion rate uplift

Branding ads alongside search & social increases conversion

In the wake of Covid-19 consumers have spent more time engaging with various media and online channels like paid Search & Social have been a staple for marketers. However, driving outcomes through these channels has become less efficient and effective, due to factors like the impact of iOS on Facebook and user fragmentation, especially with the rise of TikTok. In addition, costs across paid Search & Social media have increased by over 20% year-on-year.

These factors will only be exacerbated by the impending cookieless progression of Google, plus the recently announced app tracking restrictions, which will further affect Facebook as research by Flurry found that over 72% of people are opting out of tracking iOS.

Furthermore, trust has been massively eroded over the last two years. People are switching easily between brands so according to a recent Shopify study, building brand presence and awareness is key.

Paid Search & Social will continue to be important channels in building awareness and converting audiences, however, marketers need to diversify their channel mix to gain incremental customers and outpace competition. 

A recent Bench study proves that adding programmatic branding ads across multiple channels can increase conversion rate uplift* anywhere from 15-300% on  paid Search & Social activity.

Table 1: Impact of conversion rate uplift when adding programmatic branding ads to paid Search & Social activity

Industry Conversion type Result
Sports Purchase +300%
Health & Medical Purchase +290%
Gaming Engagement +15%
Gaming Purchase +20%
Apparel Purchase +126%
Education Sign up +85%
Travel Register Interest +350%
Electronics Purchase +68%


*Conversion rate uplift refers to the percentage uplift between someone clicking on a paid Search or Social ad, and then converting VERSUS being served a programmatic ad, then clicking on a  paid Search or Social ad, and then converting. The aim is to showcase the efficiencies that can be generated on paid Search & Social when implementing a programmatic strategy as the first touch point.

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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.