GroupM Search and comScore, Inc., a leader in digital marketing intelligence, recently released a study demonstrating the strong correlation between a brand’s social media exposure and users’ engagement with their paid search ads.
Essentially, the two key findings are:
1. Users exposed to both distributed social marketing content AND paid search are nearly three times more likely to search for that brand’s products compared to users who only saw paid search.
2. In organic search, consumers searching on brand product terms who were exposed to their social media marketing are 2.4 times more likely to click on organic links than the average user who only saw that brand’s paid search ad.