What is the impact of Adwords PPC advertising on brand awareness?

Research study tests show brand awareness lift in 12 different sectors

Simulated search experiment research from Google and IposMediaCT reminds us that search ads are not only about driving direct response for lead generation, but that they can also develop brand awareness. By measuring brand metrics and reviewing test Search Results (SERPs) with control groups, the study showed the impact of search ads across 800 consumers.

Ads across 12 vertical sectors were tested and proved that 'search ads' placed their brand at the forefront of a consumer's mind, lifting awareness by an average of 6.6 points.

How search ads lifted awareness

Respondents were asked which brand first came to mind when thinking about a specific category keyword. An average of 14.8% in the Test group named the test brand, while just 8.2% of the Control group named the same brand. That’s a 6.6 percentage point increase or an average 80% lift in top-of-mind awareness.

Across verticals, the research showed higher than average points for brand awareness in the automotive industry, Consumer Packaged Goods and B2B companies.

This infographic summarises the research.

Source: Source: Google/Ipsos MediaCT, Search for Brands Industry Research.

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