I’ve just been reading a press release by ComScore and GroupM on the importance of Social Media, PPC and SEO integration and the benefits this has on results.
The most important parts are:
The study showed searchers who engage with social media, especially those exposed to a brand’s influenced social media, are far more likely to search for lower-funnel terms compared to consumers who do not engage with social media. Further, consumers exposed to a brand’s influenced social media and paid search programs are 2.8x more likely to search for that brand’s products compared to users who only saw paid search
Samson and Delilah film This shows the Return on Investment benefits of an integrated Search and Social campaign. SEO regularly shows benefits to lower-funnel search terms, with less competition and higher conversion rates being the most notible benefits. Through Social Media the traffic to such terms can be increased, resulting in an overall increase in traffic for such terms which directly results in additional conversions.
The study also showed a 50 percent CTR increase in paid search when consumers were exposed to influenced social media and paid search. This revealed consumers exposed to social media are more likely to click on a brand’s paid search ad compared to those exposed to the brand’s paid search alone. Among searchers using a brand’s product name in the query, the CTR increased from 4.5 percent to 11.8 percent when users were exposed to both influenced social media and paid search around a brand.
In organic search, consumers searching on brand product terms who have been exposed to a brand’s social marketing campaign are 2.4x more likely to click on organic links leading to the advertiser’s site than the average user seeing a brand’s paid search ad alone.
Social Media has similar attributes to Public Relations and the increase in brand awareness is a commonly known benefit of PR. The increase Click Through Rate for Paid search and organic search for brand terms shows that Social Media is offering similar results. Again, the integration between Social Media, SEO and PPC offers benefitial results across all mediums.
This shows that it is important to integrate these mediums and companies should make sure their agency is fully integrated when it comes to ‘Digital Discovery’ Marketing and doesn’t operate all departments as separate entities as this will dilute the benefits of the integration.
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