The media landscape is now firmly in the algorithmic era. Consumer journeys are increasingly influenced by intelligent systems that optimise content delivery, making it more critical than ever for marketers to understand how different platforms' algorithms interact and impact performance. At dentsu, we are leveraging algorithmic intelligence across key partners to maximise results for our clients, in this blog looking particularly at the areas of paid social and search strategy. One recent example of our focus in these areas is our collaboration with Meta and its Search Lift tool, which has provided game-changing insights into how social advertising influences search behaviour.
What is Meta's Search Lift tool?
Meta's Search Lift tool is designed to measure the impact of Meta ads on search behaviour. It tracks the increase in search volume for specific keywords on traditional search engines, such as Google, after users are exposed to ads on Meta platforms. This allows advertisers to quantify the influence of Meta campaigns beyond social media engagement, providing valuable insights into how social advertising drives intent and contributes to overall media effectiveness. By leveraging this tool, brands can better understand the cross-channel impact of their media investments and optimise their strategies accordingly.
Why understanding search behaviour matters
Marketers have long known that search behaviour is not linear. The traditional last-click attribution model fails to capture the full influence of media touchpoints that contribute to a conversion. With consumers moving fluidly between social platforms, search engines, and ecommerce sites, understanding how media placements shape search intent is crucial for optimising budgets and performance.
This is where Meta’s Search Lift tool comes in. By measuring the increase in search volume for specific keywords after users are exposed to Meta ads, we can quantify the impact of social media on search behaviour. Our recent macro study focused on the luxury and fashion sectors, demonstrating the tangible impact of Meta ads on both organic and paid search.
The power of Meta’s Search Lift tool
Dentsu was granted early access to Meta’s Search Lift tool, allowing us to conduct an extensive study across multiple clients in the UK and EMEA. We ran 64 studies across ecommerce brands within the luxury and fashion sectors, aiming to answer three critical questions:
- Do Meta campaigns drive searches on traditional search engines?
- Does a full-funnel approach drive higher search impact than performance-only campaigns?
- Does Meta drive a different type of search?
Key insights from our study:
- Meta advertising significantly increases search volume
Our analysis found that exposure to Meta ads led to a 10.4% average increase in search volume compared to the baseline. This underscores the platform’s ability to drive interest and intent beyond its ecosystem. - Meta influences Google paid search volume
Luxury and fashion brands saw an 11% increase in paid search volume as a result of Meta campaigns. This highlights the need for advertisers to calibrate their Google attribution models to reflect the cross-channel impact of Meta ads. - A full-funnel approach delivers stronger results
Combining brand and performance campaigns on Meta led to a 19% uplift in total search volume, demonstrating that a holistic strategy yields better outcomes than performance-only tactics. - Search quality remains consistent
We found no evidence to suggest that searches driven by Meta ads differ in conversion rate or paid ratio from those driven by other sources. This confirms that Meta is influencing high-intent search behaviour rather than generating lower-quality traffic.
How to maximise your media investment in the algorithmic era
These insights have clear implications for marketers looking to optimise their investment in Meta and search. Here’s how you can take advantage of algorithmic media strategies:
1. Adopt a full-funnel strategy on Meta
To maximise results, invest in a blend of brand-building and performance campaigns. This approach nurtures demand while also capturing intent, leading to higher search engagement and conversion rates.
2. Incorporate search lift studies into your measurement framework
Understanding the lift percentage that Meta ads contribute to search behaviour allows for better budget allocation and campaign optimisation. Running multi-cell conversion lift studies can further enhance your insight into the types of searches being influenced.
3. Adjust Meta ROAS to include search impact
Traditional return on ad spend (ROAS) metrics may undervalue the true impact of Meta campaigns. By building a ‘search multiplier’ into your Meta ROAS target, you can ensure your investment is being measured and attributed more accurately.
4. Develop an integrated search strategy
Test different content themes and their impact on search behaviour. For example, does a Meta campaign focused on ‘winter luxury fashion’ drive incremental searches for related high-value terms?
5. Leverage iProspect's scenario planning tools
By combining search lift data with marketing mix modelling (MMM), we can help brands optimise their cross-channel budget allocation. Our scenario planning tools enable clients to model different investment strategies and their projected impact.
Why this matters now
The shift towards an algorithm-driven media landscape means that brands must rethink how they measure success. Relying solely on traditional attribution models underestimates the interconnectedness of media channels. As our research shows, social advertising is a powerful driver of search behaviour, and optimising for this interplay can lead to significantly stronger results.
At dentsu, we are leading the way in helping brands harness these algorithmic advantages. Our partnerships with key platforms, combined with our data-driven approach, enable us to deliver more effective, integrated strategies that drive business growth.
Get in touch
If you want to explore how we can help you refine your media strategy and maximise the impact of your campaigns, contact us today. Our team can provide insights, run search lift studies, and develop integrated approaches to drive superior results.
