10/07/08
Google unveils results of major branding research
It’s the one piece of major research that marketers have been waiting for and Google has finally unveiled it. The impact search has on branding is amazing, Google says.
A pan-European research study commissioned by the search engine giant shows that coming up on top of organic listings raised purchase considerations of a brand by 4%. Not only that, exposure to a listing in the top paid positions, with no organic listing on the page, increased purchase consideration 20%.
The study found that search not only helps consumers find a brand, it has a positive effect on brand measures such as awareness, recall, brand affinity and even brand communication.
Henry Eccles, Google EMEA product marketing manager for its Market Insights team, said, "The gold standard is being top of both organic and sponsored listings. This combination raised purchase consideration by 22%.
"We've seen the same lifts for all verticals, including FMCG, retail and technology, and all markets, so we believe this is brand, vertical and market agnostic," he said.
Google’s move to a major campaign to promote the results of this research to brands and agencies comes ahead of its full release in the coming months. Such information and awareness could help to drive significantly more brand budget online.
According to the Banner AdNewspaper Society, the findings provide advertisers with the most complete picture to date of how the entire online journey affects consumer buying.
The research by Enquiro and IPSOS assessed the role of branding within search marketing and comes on the heels of Microsoft’s beta test of “engagement mapping.”
Engagement mapping is a new tracking model Microsoft hopes will provide a scientific standard to illustrate the effect different media have on conversion rates.
Microsoft has begun work with a select group of agencies in both the UK and US on the engagement-mapping project.
Chris Dobson, Microsoft VP for its UK Online Service Group, said, "We, Yahoo! and Google are running the platforms and, because they're large investments in a high-stakes game, the industry is looking to us to help work out how to develop measurement tools.
The study found that search not only helps consumers find a brand, it has a positive effect on brand measures such as awareness, recall, brand affinity and even brand communication.
Henry Eccles, Google EMEA product marketing manager for its Market Insights team, said, "The gold standard is being top of both organic and sponsored listings. This combination raised purchase consideration by 22%.
"We've seen the same lifts for all verticals, including FMCG, retail and technology, and all markets, so we believe this is brand, vertical and market agnostic," he said.
Google’s move to a major campaign to promote the results of this research to brands and agencies comes ahead of its full release in the coming months. Such information and awareness could help to drive significantly more brand budget online.
According to the Banner AdNewspaper Society, the findings provide advertisers with the most complete picture to date of how the entire online journey affects consumer buying.
The research by Enquiro and IPSOS assessed the role of branding within search marketing and comes on the heels of Microsoft’s beta test of “engagement mapping.”
Engagement mapping is a new tracking model Microsoft hopes will provide a scientific standard to illustrate the effect different media have on conversion rates.
Microsoft has begun work with a select group of agencies in both the UK and US on the engagement-mapping project.
Chris Dobson, Microsoft VP for its UK Online Service Group, said, "We, Yahoo! and Google are running the platforms and, because they're large investments in a high-stakes game, the industry is looking to us to help work out how to develop measurement tools.
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