According to recent data collected by comScore, GroupM and M80, display ad exposure on social media networking sites lifts consumer response to your ads in paid search.
Consumers are more likely to recognize and respond to your paid Google ad if they have also seen your display ads on a site such as Facebook or Linkedin. Research showed a 19 percentage point increase in searches on the study group brand among users who saw social media ads relevant to the brand. In other words---if someone sees your business in an ad on Facebook or another social media site…..and then sees you’re paid in a Google search…they are much more likely to recognize you.
“Every day consumers express their intent via search. Now, we better understand how that intent is established via social media and the interplay between the channels,” says Chris Copeland, the CEO of GroupM Search—The Americas. Better yet, shoppers who have been exposed to influenced social media along with a paid search ad had a 50% higher click through rate!
Now, that’s something to get excited about!
“This finding provides strong evidence that investing in social media marketing can both increase initial brand consideration and drive higher conversion rates once the consumer has decided to purchase,” says Graham Mudd, the VP of comScore.
If you are still dragging your heels and not utilizing the amazing opportunities for social media marketing---get with the program! You can build your business tremendously with social media marketing. It’s HOT and it’s getting hotter every day! Catch the wave and get in on the action! Facebook and Linkedin are great social media communities to join, but there are quite a few others. In fact, if you have a more specialized niche, it would be a good idea for you to do a Google search for online communities with users who have interests relevant to your products. For example, if you are selling auto accessories, join a social community of auto enthusiasts.
The word is out about how being seen on social media sites can boost your click-throughs in paid search, so get busy making your business visible!