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Brand Lift of Search Marketing
December 8th, 2008 by Bryan OngDoes search marketing help lift your brand? You bet it does. Here’s a report by Enquiro proving this. The research company ran an online survey and interact with a mocked up Google Search Engine Results Page (SERP) to test the effects of branding through Search Marketing.
Here are some results:
• A 16% increase in Unaided Brand Recall by having a brand presence in both the top sponsored and top organic listings of a SERP.
• Users are 5% more likely to recall your brand if you have a top sponsored listing in addition to your organic listing (for non-branded queries).
• The gap between your brand and a competitors grows if your brand is in both the top sponsored and organic positions and theirs is not.
• When a brand is in both the top sponsored and top organic listings a subject is 10% more likely to recall the brand when asked specifically whether or not they would consider it as a purchase.
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This entry was posted on Monday, December 8th, 2008 at 4:14 pm and is filed under Paid Search, Search Industry. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
December 9th, 2008 at 9:56 am
it is great to see evidence of what good search marketers have all known for years. Of course there is going to be a brand lift. I find it annoying that the industry is so SHORT TERM conversion focused. Time and time again I have seen conversions increase over time. This is not to say that ads don’t need to be optimized and improved constantly but isn’t that the case with all advertising?