Simulated search experiment research from Google and IposMediaCT reminds us that search ads are not only about driving direct response for lead generation, but that they can also develop brand awareness. By measuring brand metrics and reviewing test Search Results (SERPs) with control groups, the study showed the impact of search ads across 800 consumers.
Ads across 12 vertical sectors were tested and proved that 'search ads' placed their brand at the forefront of a consumer's mind, lifting awareness by an average of 6.6 points.
How search ads lifted awareness
Respondents were asked which brand first came to mind when thinking about a specific category keyword. An average of 14.8% in the Test group named the test brand, while just 8.2% of the Control group named the same brand. That’s a 6.6 percentage point increase or an average 80% lift in top-of-mind awareness. This infographic summarises the research.
Source: Smart Insights