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Brand Lift of Search Marketing Part 2: Brand value of Search by Google
December 9th, 2008 by Bryan OngIn my previous post, Enquiro has proven that search marketing helps lift brands. Now, hear it from Google themselves. Now this is a story to get more people & businesses (especially consumer packaged goods businesses) spending with Google:
According to a recent, rather self-serving study (July 2008), search marketing is an excellent brand-building vehicle for consumer packaged goods advertisers, according to Google. This new study was called “Brand Value of Search“.
2400 survey respondents were exposed to a generic search term like “drinks or make-up.” Then they were asked to take a brand survey which measured aided brand awareness, unaided brand awareness, purchase consideration, and purchase intent.
Awareness decreased when a brand did not feature in four major categories — beverage, cosmetic, food/snack, household cleaning/laundry — but its competitor did.
“Typically, ROI models for search don’t give any value to a search impression, but this study finds that there’s brand value in a search impression, particularly in top-of-mind awareness and purchase intent,” said Kevin Kells, Google’s CPG Industry Director.
By and large, the survey supports the notion that brand presence on a search results page, no matter where, positively impacts brand metrics.
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This entry was posted on Tuesday, December 9th, 2008 at 1:04 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 2:03 pm
ROI Models are very important - I think that all advertising should produce a return on investment.
The question is of course the time period that you measure in and where the conversion actually occurs. The fact is that not all transactions occur online. Packaged goods (or FMCG’s) decisions are made in store – pointless tracking anything other than impressions and clickthrough.
As self-serving as the survey may be – I give it the thumbs up.
December 9th, 2008 at 2:13 pm
One more point - unaided brand awareness is only part of a marketer’s role - lets not forget that you still need to close the deal. I am aware for instance of Mc Donald’s and will recall their brand if someone was to ask me to name a fast food store but wouldn’t eat it in a pink fit - no matter how many impressions Google served me on the term fast food.
Relevance is and has always been the key to success in search. So if you are going to run an awareness campaign in search measure click through rate – a high CTR is an indication of relevance.