Search Engine Marketing Brand Awareness?

A new study published by the Interactive Advertising Bureau (IAB) Search Engine Effectiveness Committee is reporting that being in the #1 ranked position in search engines for a given term does, indeed, increase brand awareness. From today’s Clickz.com article:

“On average, when respondents were asked to name a specific leading brand within a tested industry, they were 27 percent more likely to name the brand displayed in the top spot compared to a control group not exposed to the ad,” reads the study. Unaided brand awareness jumped from 43.9 percent for the search control to 55.6 percent for the top position. This result is for brands generally already well-known, which makes the results even more exciting.

Many brand marketers consider unaided brand awareness scores a highly valid measurement of advertising effectiveness. Marketers want consumers to consider their brand at every stage of the buying cycle. Higher unaided brand awareness increases the likelihood a consumer will include the brand in a purchase selection set.

» Read Article: Yes, Virginia, There Is SEM Brand Lift, Part 1

The study comes as a wave of search engine marketing studies have just been released. Atlas DMT recently released a study that measured the difference between top ad positions on Google Adwords and Overture. Surprisingly, they found that overall, you can expect 10 times more traffic in the #1 spot than in #10. They also found that traffic drops significantly by rank – about 20% in Overture and almost 40% in Google from position #1 to position #2. I’ll be covering this in a bit more detail in a white paper Morningstar will be releasing on Monday, July 19.

» Read Article: The Atlas Rank Report: How Search Engine Rank Impacts Traffic

Finally, a study done by Enquiro, also published recently, looked at how different types of people use search engines to find information. The results were fascinating and demonstrate that just getting people to your website is not enough. Our white paper on search engine marketing will cover this in more detail on Monday.

»> Read Article: Inside the Mind of the Searcher

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