根據comScore、GroupM和M80的研究資料顯示，當搜尋者在社交媒體看到品牌宣傳的付費搜尋廣告時，比較能記住該品牌。而且在有影響力的社交媒體看到廣告的效果，要比在相關的社交媒體效果更好。這個效應在搜索品牌商品上更為明顯：在社交媒體看到商品付費廣告的點擊率是單純付費廣告的三倍。這表示投資社交媒體行銷有助於增加初始品牌考量度，以及實際轉化為購買行動的比率。
Two is better than one
Research has shown that display ad exposure can lift consumer response to paid search. Data from comScore, GroupM and M80 indicates 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 firms found a 19-percentage-point lift in searches on the campaign brand among users who saw social media relevant to the brand in addition to the campaign’s paid search ads compared with those who were exposed only to the search placements. And there was a further 13-point lift among those exposed to social media influenced directly by the brand.
“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,” said Chris Copeland, CEO of GroupM Search—The Americas, in a statement.
The effect was even more pronounced when it came to searches for product terms rather than brand terms. Users were almost three times as likely to search after seeing influenced social media plus paid search, compared with 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.
“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,” said Graham Mudd, vice president of comScore.
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