Are you surprised by the title of this article? Some would believe that organic ads work better than paid, but according to eMarketer, that isn’t the case.
As eMarketer reports, “overall, brands using Convertro saw around a 25% lift in conversions with paid social ads vs. organic social content.”
As mentioned, this is an overall view. Not all social networks were as successful with paid ads. For instance, Twitter’s conversion rate for paid ads was 3.9%, while its organic ad conversion rate was 1.5%. Facebook’s numbers were much closer, with its paid ad conversion rate at 3.1% and its organic ad conversion rate at 3.0%. Pinterest’s organic ads outperformed paid ads significantly, with organic conversion rates hitting 1.1% and its paid ads only converting at 0.2%.
Read more about the stage of the path to purchase with paid and organic ads at eMarketer.
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