What I wanted to know is whether tweeting can actually drive Google search volume in the same way that traditional media campaigns can increase search volumes. My experiment is very limited in time and scope, so not scientific at all, however, I wanted to share my early results.
What I did was set-up a Google Adwords campaign specifically for the exact match keyword “darby sieben”. On a side note, I encourage everybody I meet to do the following; a) register your own name as a domain name, and b) set-up a google alert on your name. I believe that personal reputation management will be a big trend in the next few years.
Second, I added no new blog posts for the first 20-days of May, my online communication was limited to Twitter only. I have actually run my Google Adwords campaign on my name for some time and see a correlation between blog posts and the increase in ad impressions. So for my experiment, I did not want to introduce the variable of a blog post into the equation.
Third, I tracked my posts on Twitter and the ad impression count through Google Adwords. Here is the chart for the first 20-days of May.
It would appear that there is a correlation between Tweeting and increasing search volumes. That said, this experiment is too limited to make any concrete conclusions, but directionally would seem to make sense if I view Twitter in the same way as traditional media. What I believe this does demonstrate is that viewing search volumes alone is not sufficient in and of itself for measuring ROI, rather a more holistic view of what causes search volumes may be more of an indicator of what actually drives usage.