Last week some very interesting data and a report were published by comScore, GroupM and M80 (both great agencies that VT partners with BTW) that indicated that searchers are also more likely to keep a brand in mind if they have seen a combination of paid search ads and social media. The research revealed that display ad exposure can lift consumer response to paid search. We have also seen this with some actual clients like Microsoft as well.

The research found a 19-percentage-point lift in searches on a brand when users also saw social media relevant content for the brand in addition to the any paid search ads compared to campaigns or users that  were only exposed to search placements. Additionally, the research found that there was a further 13-point lift when those exposed to social media influenced directly by the brand.

As consumers continue to search for information about brands and products this research really helps marketers better understand the connection between social media and search investments. The data also revealed that for product terms the results were even more pronounced. The users were almost three times as likely to search after seeing influenced social media plus paid search content, compared to just paid search ads alone.

Consumers exposed to paid search along with influenced social media also had a 50% increase in click-through rate on paid search ads. Organic search click-through rates were higher, too.

These research and findings conclude that social media marketing investment both increases initial brand  brand consideration and drive higher conversion rates when a consumer has purchase intent. Yet, another ROI data point that supports social media time, energy and investment.

Blake Cahill

Visible Technologies