Social media boosts search ad clicks
October 09, 2009 |
A new study found that consumers who engage with brands on social media sites like Twitter, Facebook and YouTube show significantly higher propensity to search for and then click on those brands' search ads.
The research by WPP's GroupM Search, M80 and comScore found that consumers exposed to a brand's social campaign, anything from watching a YouTube video to friending the brand on Facebook, are 2.8 times more likely to search for a brand and click rates rose 50 percent. The rise is even more significant when a searcher who has seen a social campaign uses a brand's name in the query: the CTR then increased from 4.5 percent to 11.8 percent.
"We were trying to understand what the interplay is and whether there was a correlation between channels that helps us und how we should engage with social," said Chris Copeland, CEO of GroupM Search. "Is there a way for us to think of these channels as a collective as opposed to looking at a siloed view of our paid search does this and our social does that?"
The study found that consumer searchers were 2.5 times more likely to click after exposure to a brand's social marketing.
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