Does the success of social media management affect the effectiveness of keyword advertising?

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Every touchpoint in the digital journey plays an important role. Many companies also operate social networks and other channels to communicate with consumers (such as keyword advertising, etc.), but most of them are operated independently rather than systematically integrated and planned.

There have been many studies on the role of consumer engagement and social media interaction, but few studies have examined the relationship between brand engagement on social media and other online advertising. Although some studies have examined the relationship between certain types of engagement and the effectiveness of online banner advertising (e.g., Calder, Malthouse, & Schaedel, 2009), no studies have examined how engagement on social media platforms affects the effectiveness of other online advertising, particularly search engine advertising.

Therefore, it is very important to systematically understand the attributes of office 365 database social media that can influence users' relationships in other online marketing activities.

This article examines how three types of brand engagement on social media – affiliation, conversation, and responsiveness – affect search engine advertising performance (including click-through and conversion rates). We’ve found that affiliation, conversation, and responsiveness increase click-through and conversion rates. In addition, brand engagement on social media strengthens the relationship between keyword ad ranking and keyword ad performance.

In addition to exploring the relationship between the three dimensions of brand engagement (affiliation, conversation, and responsiveness) and search engine marketing, this paper further explores that social media marketing combined with search engine marketing will be more effective than executing the two separately.