Search Engine Marketing & Brand Lift

Enquiro performed research sponsored by Google which aimed to determine if search marketing could cause a brand lift.

The research stated that buying the top ad position provides better brand recall, better brand association, and improved purchase intent for both branded and unbranded queries. This is true even if you already own the top organic ranking site. They also recommend writing ads for people who are new to your brand and have yet to establish an affinity for it.

You can download the research paper here.

Published: December 11, 2007 by Aaron Wall in marketing


Hawaii SEO
December 11, 2007 - 2:48am

Thanks but... Where does it say that? Do you have page numbers?

Hawaii SEO
December 11, 2007 - 2:58am

Sorry... I downloaded the wrong PDF.

Hawaii SEO
December 11, 2007 - 3:21am

I’m going to call Bullshit.

Maybe I get different search results but... I use the Firefox plugin that retrieves unpersonalized results. This is what I see.

Page Five of the report) Honda is not on the first page of Google for the phrase they tested… (fuel efficient cars). Of course you might see a small branding lift versus nothing at all.

How long after the subjects made the query were asked “When you think of fuel-efficient cars, which come to mind?” I’ll bet it was immediately after. I wonder how long the effect lasts? I don’t believe it would last very long.

Page Six) “A 2.2x Lift in Aided Brand Recall When Brand Is in Top Ad and Top Organic Listings”
- “Which of the following brands do you remember seeing in the search results page you just viewed?”

Again… Honda is not the #1 result. Not even on the first page organically for fuel efficient cars. (With or without quotes.)

Page 7) Again… More references to the phrase fuel efficient cars as if Honda ranked #1 for that term.

Page 8) Again… More references to the phrase fuel efficient cars as if Honda ranked #1 for that term.

Page 9) They talk about branded queries and refer to the phrase “Honda fuel efficient cars”… However… Honda doesn’t rank on the first page for that one either. (With or without quotes)

Am I missing something?

December 11, 2007 - 9:43am

They may have changed their rankings just for the test (special branded test SERPs) and/or found a specific related term that Honda ranked for.

December 11, 2007 - 2:32pm

Thanks for the link. It would be great if we can get a similar report about advertising on social media sites like Facebook. Many people including Danny Sullivan are saying the ads on Facebooks suck.

December 11, 2007 - 7:20pm

Hi Omarinho
Facebook's ad network is so nascent that any given tag or target has few members and is largely unless you focus on broad demographics.

That limited volume, and the interruption nature of their ads vs search ads, are why Danny was saying they sucks.

Dave Keffen
December 11, 2007 - 3:22pm

I thought the section starting on p.28 regarding the Eye Tracking made interesting reading. Thanks for the link.

andrew beeston
December 12, 2007 - 1:17am

Hi All,

long-time-first-time. :)

re: Facebook advertising, I just did an ad on Facebook but for only five days. The premise was to get ads display for next to nothing, I suppose it's a brand awareness thing (but five days isn't huge). I felt that if you're after clicks you pretty much would be finding that hard to get, but if you're after a cheaper cost per impression then go with cost per click. The most annoying thing I find about the Facebook ad model is that you have to target a single country rather than all Facebook's network. On top of that I reckon that you could target pretty well micro markets.

A possible niche? Recognised "limited edition ads"? Maybe! "You are one of 20 people who can view this deal" I'm not sure that they suck so much as there is a possibility of them being used in a different more 'social friendly' format.

December 12, 2007 - 2:03am

Hi Andrew
Many direct markets use the limited time only or promise of social exclusivity to sell. I think it would be interesting to put those details in the ad too, but the hard part is that there is so little copy to work with.

December 15, 2007 - 6:05am

Hi good collection of SEO books.

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