Much has been written and practiced when it comes to leveraging social media to impact organic search rankings and traffic -- often via link-building campaigns or addititional listing opportunities afforded through Universal Search (image, video, news, local, etc.).
But paid search should
not be ignored when it comes to social media, though it often is ignored in this
regard, since paid search operates under a different set of rules. Since Google's
Quality Score does not yet take into account the social nature of the landing page,
let's reverse the challenge. Rather than think about how social media can impact
paid search results, let's explore some ways to that paid search can help drive
social media results, which in turn can help drive organic search results.
are five ways that marketers can begin to leverage paid search to improve social
media campaigns. Together, I hope we can build on this list in the days to come, so
please share your thoughts in the comments section.
1. Use paid
search to help launch a new social media effort; (e.g. Facebook Page,
It's common for a brand to spend time and money to create
a Facebook page, YouTube channel, and seeding it with compelling content and
opportunities for users to share the content virally. Marketers may also invest in a
Facebook social ad campaign or a YouTube display ad campaign to help promote the
page or channel.
Too often though, the initial results are fleeting. The
Facebook page or YouTube Channel initially gets a decent amount of visitors,
pageviews, fans, and subscribers, etc., but the initial excitement tapers off
quickly once the marketers, their agencies, employees and friends have are done
joining the fun.
Creating paid search text ads to drive to branded content on
social media sites may not fit within your stated objectives and key performance
indicators, which are usually around driving traffic to branded websites where
people can "convert" by signing up for a newsletter, so modify your key performance
indicators as necessary. Build social media results into your paid search key
Supporting social media with paid search can
provide immediate and sustainable traffic to your social media effort, and can be
quickly paused once momentum builds.
2. Create text ad copy with a
Many websites have surveys, questionairres and
other tools that are more "social" than you might initially think. For sites that
solicit consumer feedback, I've found that using phrases such as "Share your
experience" or "Tell Us About" have generated higher than average clickthrough
rates, which in turn has led to better ad positions at a lower cost per
3. Promote your live podcast with paid
It's always a bigger client success
when the live version of the podcast attracts many viewers, even though we know that
it's the archived versions that ultimately receive the most amount of traffic over
time. One way to combine the immediacy of paid search with the immediacy of a live
podcast is to develop a series of "countdown" paid search text ads. For example,
rather than the typical text ad that drives to your typical website/landing page,
create ads that promote your live podcast, leading off with the date in the
headline. Then drive to the page on your site that allows users to register for the
podcast. Easy enough, right? A small, but well-targeted paid search campaign could
be the difference a happy client and a disappointed one.
4. Start a
local Meetup and promote it with a geo-targeted paid search
5. Drive paid search traffic to your Twitter
the blogosphere, yes. Does it make sense? Join the fun! Share your thoughts in the
Wednesday, January 07, 2009
5 Ways to Integrate Search and Social Media
Posted by Ian Orekondy at 7:41 PM
Labels: paid search and social media, Search and Social Media, text ad copy, Twitter, universal search
Subscribe to: Post Comments (Atom)
Post a Comment