Search Ads Impact Top-of-Mind Awareness
Does search advertising have any effect on brand awareness?
A new meta-study from Google and Ipsos mediaCT in 2013 (61 separate studies across 12 verticals) revealed that search ads lift "top-of-mind" awareness by an average of 6.6 percent. Is it enough to convince advertisers?
Some vertical-level results were impressively higher according to the study. In CPG (consumer packaged goods), for example, top-of-mind awareness was 11.1 percent, and search ads lifted top-of-mind awareness by an average of 8 percentage points to 19.1 percent. In auto, there was an average lift of 9 percentage points.