http://www.thinkwithgoogle.com/articles/search-ads-drive-brand-awareness.html
Traditionally paid search has been considered to be a channel used for driving conversions and direct response rather than a branding opportunity, but can search help impact brand metrics?
Looking beyond just click-through rate and conversion where paid search can excel, Google and Ipos MediaCT conducted a number of tests focusing on the impact search ads have on brand awareness and their findings were positive proving that search ads help increase the top-of-mind awareness and unaided brand awareness.
Tests were carried out across tens of thousands of consumers in the US who met specific target criteria. These consumers were prompted to search for specific keywords across a number of different categories (B2B, classified and local, education, finance, retail entertainment, healthcare, tech and travel) before being displayed either a control search engine results pahe (SERP) or a Test SERP.
Whilst the Test SERP featured the test brand’s search ad at the top of the page the Control SERP was not altered in any way.
Results showed that when respondents were asked to name which brand came to mind for a specific category an average of 14.8 per cent named the test brand whilst only 8.2 per cent of users who saw the Control SERP named the test brand
Unlike traditional channels such as TV, press and outdoor, search has the ability to impact brand awareness in the moments that matter to consumers – when they are both shopping or researching product information.
Savvy advertisers are using paid search as a means to showcase their brands prominently amongst category interested – albeit undecided - consumers, finding search is a way to drive awareness and consideration, not just conversions.