In addition to an increase in website traffic and conversions, paid search can also have a powerful effect on branding!
Last month, Google released the results of a new study that found, “search ads lift top-of-mind awareness by an average 6.6 percentage points.”
In the study, consumers conducted simulated searches for certain category keywords (ex: small cars). Then, they were shown either a control or test search engine results page (SERP). The organic results in the control SERP were not manipulated in any way. However, the Test SERP put the test brand in the top search ad position.
Source: Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014.
Then, consumers were asked which brand came to mind first for the category keyword (ex: small cars).
Here were the findings:
- 14.8% in the Test group named the test brand
- 8.2% of the Control group named the same brand.
In other words, “a 6.6 percentage point increase or an average 80% lift in top-of-mind awareness”.
Here you can view the performance segmented by vertical:
Source: Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014.
Read more about the study here.
