What Do Paid Search Ads Have to Do With Branding?

What if search advertising were able to impact not just clicks and conversions, but top-of-mind brand awareness? This was the question Google set out to answer in a just-released study with Ipsos MediaCT. In it, they found that search ads have a positive impact on top-of-mind awareness, but also on unaided brand awareness – even when the searcher doesn't click the ad.

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