The Halo Effect: How Meta and Google Work Together to Drive More Sales
What is the Halo Effect?
The Halo Effect occurs when diverse marketing channels like Meta and Google drive connected results despite diverse strategies. They work together, having unseen effects on the other.
Consumer Behavior Example
An easy consumer behavior example is –
A customer sees a Meta ad for an unfamiliar company.
Clicks on the ad and searches the site.
They find a product of interest yet wait to purchase.
When the customer is ready to purchase, they search on Google.
And discover the product via a branded Google search page.
The customer purchases on Google.
Depending on a preferred attribution model, Google may receive credit for that purchase. Right place, right time and a pat on the back for Google even though Meta was the original customer acquisition platform.
Client Case Study
Here’s a client example where Vanquish eCommerce has optimized Meta and Google together to reap the benefits of the Halo Effect –
Recently, Vanquish eCommerce ran point on Meta ads for a client. However, the client decided to keep their existing agency on Google until January, creating a silo in marketing channels.
1- For the first 4 months, the client drove the below results on Meta and Google:
Meta Revenue | Google Revenue
Sep: $17,016 | $69,926
Oct: $8,034 | $56,479
Nov: $33,079 | $88,893
Dec: $5,389 | $69,631
2- Then, Vanquish eCommerce and the client entered into partnership on Meta in January driving the below results in the first 30 days:
Meta Revenue | Google Revenue
Jan: $14,077 | $90,076
3- Highlights from the first 30 days of partnership on Meta were:
Google Ads revenue experienced highest grossing revenue month over last 5 months
Google Ads revenue increased +26.45% versus last 4 month average
Meta average CTR increased from 2.46% first 6 months to 8.20% first 30 days of partnership
How did this happen?
The Google strategy didn’t change, the only thing that changed was implementing a Meta strategy that aligned with Google.
After Vanquish eCommerce implemented a strategy of testing and learning with new creative and prospecting campaigns, the client saw an increase in Google revenue metrics while seeing visible improvements on Meta alongside it.
So, what?
Paid Social (Meta) is a Demand Generation tool while Paid Search (Google) is a Demand Harvesting tool. Here, the best offense is a good defense and a better Meta strategy makes for a better Google strategy.
Are your paid social and paid search working together to drive total business results?
If not, contact us at ads@vanquishecommerce.com or fill out our Contact Us form below to schedule a call and learn how we can come alongside you to maximize the Halo Effect across Meta and Google.
