[vc_row][vc_column width=”1/1″][text_output]Google have long argued that bidding on brand is essential (well, they would wouldn’t they?). A new semi- independent study suggests they might be right…
On Monday 16th June Google announced a study they conducted across 2013 with Ipsos MediaCT. The aim of the study was to understand the impact of search ad impressions on the consumer. In each of the 61 studies there 800 consumer who were asked to search for certain keywords or industry phrases and were shown one of two search engine results pages. One did not include a brand and the other included a brand in the very top ad slot. Consumer were then asked to name a brand related to the category keyword. An average of 15% of the consumers named the brand that featured in the top ad slot whilst just 8% named the brand when it wasn’t featured as the top ad slot. A 7 percentage point increase meant an average 80% lift in top of mind awareness for consumers.
So what does this mean?
It supports what search advertisers have been saying for a long time. Being around in the SERPs seems to have an impact on brand recognition and recall – and that is a powerful benefit. Google go on to point at that this level of branding has perfect timing. People are actively searching for someone to do business with; they have a need which needs fulfilment. Ensuring you have visibility on those keywords that mean the most to you will help in informing that person’s research and purchase cycle.
So what next?
The Display market has already cottoned on to the idea of post impression tracking and trying to attribute a value to getting your ad in front of the right eyeballs. Is post impression search tracking the next big attribution project?
We think this puts more emphasis on ensuring you are selecting the right audience to show the ad to. Years ago this was keyword led, but now we’re continuing to hear Google talk about the Audience. It’s no longer just about keywords. It’s about combining intent, timing, location and device. It’s about being able to find that 26 year old male on his mobile device in York that really wants to buy some car insurance but isn’t sure who to go with. With “pre-targeting” tools like BlueKai getting wide-stream integration with tools like DS3, added to “standard” targeting like keywords, ad scheduling and devices and with re-targeting becoming a standard tool in a search marketers tool kit we’re looking at a pretty exciting future for search.
We’re already talking to our clients about picking the right audience. Are you doing the same?[/text_output][/vc_column][/vc_row]