How targeted digital branding can lift search & social conversion

New Bench Media study: Combining targeted branding with paid search and social campaigns can increase conversion rate by up to 3,000%

New Bench Media study reveals how targeted digital branding can lift search and social conversion

Bench Media recently undertook a data-driven study to determine the impact of channel diversification on paid search and social campaigns by analysing custom data generated from The Trade Desk, a media buying platform built for the open internet. 

Paid search and social advertising are stalwarts of the advertising playbook boosting conversion. Yet with media spends on the rise, increasing fragmentation of audiences, and competition across every channel, marketers face the challenge of creating new strategies to support their growth targets. Relying only on search and social campaigns can result in diminishing returns as competition and noise in these channels continue to increase. Hence, adopting  digital branding is a powerful tool to source new customers and maximise budget efficiency.

Utilising The Trade Desk platform, Bench Media ran a targeted study with a range of  brand channels across digital, audio and video, and the advertisers were drawn from retail, health and medical, education, gaming, electronics, travel, and software industries. The conversion types were not limited to one or two events and covered a range of actions, such as purchase, form submission, engagement and quotation submission.

Specifically, the uplift goals included: uplift in rate of qualified traffic engaging with website (engaged visitors), uplift in conversion rate of lead form submission (lead form or form), uplift in sales conversion rate (purchase).

The study looked at audiences that were exposed to two conversion paths and assessed their conversion rate uplift:

  • search/social ad > conversion;
  • programmatic ads across audio, display, video and BVOD > search /social ad > conversion.

The result showed that advertisers saw an uplift in conversion rate by up to 3000% and improved  performance at the bottom of the funnel. It unequivocally demonstrated the merit and impact of combining the forces of branding channels and paid social and search.

In 2021, programmatic investment continued to climb, according to IAB’s annual industry study, and this spend is expected to continue across this year. It indicates marketers are increasingly seeing how programmatic provides an effective use of data and access to premium inventory at scale. The flexibility enables all brands to respond to market changes or results from new data, with cost-efficient, optimised ad spend.

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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.