Posts Tagged ‘brand’
Brand Lift of Search Marketing Part 2: Brand value of Search by Google
In 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.
Brand Lift of Search Marketing
Does 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.