3 Ways Integrating Paid Search & Social Leads to Increased Conversion

by Carolina Beltrán

Recently, a very smart lady asked me about social media and paid search advertising. Specifically, she wanted to know why she should be doing both and if they had any impact on one another.

Well…YEAH!  She should be doing both, but I understand why most of us don’t think of them together – they couldn’t be more different. Those of us who live in the paid search world know our medium is all about conversion and ROI. You wouldn’t think paid search would have much interaction with social media, which is often considered experimental, brand-focused, and difficult to measure.

But as different as these two mediums are, each is capable of increasing the value of the other. A GroupM Search, M80, and ComScore found that consumers exposed to a brand’s social media content are 2.8 times more likely to search on that brand’s terms. Further, consumers exposed to social media are more likely to perform deeper searches, going further down the purchase funnel and completing more purchases.

Consumers exposed to a brand’s social media are also 1.7 times more likely to search with the intention of making a purchase. The study reported brands experienced a 50% lift in click-through rates from consumers exposed to both social media and paid search. Higher click through rates positively impact your Quality Score, so your ad position may be higher and actual CPC lower than what you would experience with no social media presence.

Where social content exists that attracts engaged consumers, you can use paid search to capture them and turn them into buyers. You can also use your paid search program to fuel social media content interaction.

So now that you know there’s some serious benefit to running both concurrently, here are some ways you can start integrating:

1) Advertise on Facebook: Got an active paid search campaign but no Facebook page? What are you waiting for?! A Facebook Page is a free way to communicate with your customers. Build your audience (get more page likes) and get people to see and engage with your important messages (promote posts) by creating Facebook Ads – you can target by location, demographics, and interests.

2) Use Google &*the AdWords Social Extension:* I consider this the ultimate integration and the tactic most able to fuel your social media interaction. The AdWords Social Extension links your Google page to your AdWords campaign, so that all your 1s (from your page, your website, ads and search) get tallied together. This means more recommendations for your ads, helping inform users about your content. Customers will see the recommendations your business has received, whether they’re looking at your AdWords ad, a search result or your Google page, making your 1’s visible across all Google products.

3) Watch, Listen, Learn, & Execute: Remember that by running social media and paid search together, you’re looking for a performance lift in your paid search program, but success doesn’t happen just because you are running both alongside one another. You’ll need to actively listen to what your audience is conversing about. Discover new keywords you can use and topics you can mention in paid search copy. Quantify that lift!

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