This week online retailer Stylistpick spoke to new media age about the key role Facebook plays in the path to conversion and how it helps drive search.
The online fashion accessory retailer worked with ad management platform Marin Software to measure the role Facebook ads play in conversions and monitor how the ads influence other channels including PPC, display and affiliates. Marin tracked all the retailer’s Facebook ads across various product campaigns over a four-month period.
However, once it integrated its channels into the Marin platform it pinpointed that Facebook ads help drive a much higher conversion rate when viewed as part of a multi-click attribution model. Using this model it saw conversions jump to 15% driven directly from Facebook ads. Conversions were categorised by paid subscription sign-ups, email registrations and Likes.
Elsewhere in search Microsoft Advertising announced the rebranding of adCenter to Bing Ads, while officially introducing Yahoo Bing Network, formerly known as the Search Alliance.
The rebrand conincided with some changes Microsoft has made to Bing Ads, including a beta feature called Import Campaign. This lets advertisers import their search campaigns from Google Ad Words into Bing Ads.
Meanwhile Google also launched a price comparison service for car insurance, pitting it directly agasint sites including moneysupermarket.com.