Google provides proof of search's branding value
Google has unveiled its first major piece of research to prove search can have a big impact on branding. The move could help to drive significantly more brand budget online.
The findings, from a pan-European research project commissioned by the search giant, showed coming top of organic listings raised purchase consideration of a brand 4%.
It also found exposure to a listing in the top paid position, with no organic listing on the page, increased purchase consideration 20%.
The findings provide advertisers with the most complete picture to date of how the entire online journey affects consumer buying.
Google has embarked on a major campaign to promote the research to brands and agencies ahead of its full release in the coming months. The research by Enquiro and IPSOS assessed the role of branding within search marketing.
It found search 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 added.
The research comes as Microsoft rolls out a beta test of Engagement Mapping, its fledgling tracking model that aims to provide a scientific standard to illustrate the effect different media have on conversion.
NMA can reveal Microsoft, which announced the Engagement Mapping concept in February (NMA 28.02.08), has begun work with a select group of agencies in both the UK and US.
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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