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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