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What is the impact of Adwords PPC advertising on brand awareness?

Author's avatar By Susanne Colwyn 05 May, 2015
Essential Essential topic

Research study tests show brand awareness lift in 12 different sectors

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.

Brand awareness adwords search test

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.

Search ads uplift brand awareness

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.

Across verticals, the research showed higher than average points for brand awareness in the automotive industry, Consumer Packaged Goods and B2B companies.

This infographic summarises the research.

Search Ads USA research

Source: Source: Google/Ipsos MediaCT, Search for Brands Industry Research.

Author's avatar

By Susanne Colwyn

Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.

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