Do you think "search" for building brand awareness for your company? Of course; search is a powerful vehicle for eCommerce and/or traffic building. But for building brand awareness? The answer, according to a study conducted in July is a resounding "yes."
A study by the Interactive Advertising Bureau (IAB) Search Engine Effectiveness Committee has determined that brand awareness is indeed enhanced by the use of paid search placement.
Results were stunning. "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.
For the eMarketer, this study should help you to implement a full three-prong strategy of building brand awareness, driving traffic and delivering ROI in the form of sales conversions or high quality leads.