Search Advertising’s Effect On Brand Awareness, June 2014 [CHART]

Search ads provide a lift in top-of-mind brand awareness, according to results from 61 simulated search experiments conducted last year by Google and Ipsos MediaCT. Participants were first prompted to search for a specific category keyword on their desktop or laptop. Post-search, on average, 14.8% of participants in the test group (who saw the test brand’s ad in a search engine results page) named the test brand when asked what brand first came to mind when thinking about a specific category keyword. That represented an 80% lift in top-of-mind awareness from the Control group (8.5%), who saw no ad in the results page. Source: Google / Ipsos MediaCT

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