Integrating social media into your search engine marketing efforts is the key to improving conversions and moving up the social media ladder. Take this blog for example. Say you visit my blog, read my content, watch my embedded YouTube video, yet you never return again. My blog doesn't increase in popularity but by watching my video you move me up in the YouTube rankings.
This same strategy can be applied to landing pages for your PPC campaigns. If someone clicks on your sponsored link, reads your content, watches your video, and leaves, your video moves up in the YouTube rankings. Granted the slight increase in YouTube rankings isn't worth the $4 you spent on the click, but regardless you were able to salvage something out of nothing.
Imagine if that same person watched your video, liked what he/she saw, and decided to contact you as a result. Now you've moved up in the rankings and got a lead that you wouldn't have gotten otherwise.
Another benefit is that it gives you one more measureable variable. By tracking the number of people who viewed your video, yet don't make a purchase, you are able to write off those clicks as helping you build your brand. Furthermore, it is a method for ruling out click fraud because it is unlikely that fraudulent clickers would be interested in viewing your video.
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