Summary
Paid social can generate search demand that standard attribution often misses. Search Engine Land explains that last-touch models and short conversion windows frequently undervalue social campaigns because customers may search for a brand days or weeks after seeing an ad. Marketers can demonstrate social’s impact by tracking increases in branded search volume after social campaigns launch, analyzing conversions with actual sales-cycle delays, and running geographic incrementality tests. Comparing similar regions with different levels of social investment can reveal whether social exposure increases search conversions. The article urges marketers to view paid social and paid search as connected parts of one demand-generation engine rather than isolated channels.
Search Engine Land
