Enquiro White Paper The Brand Lift Of Search

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Information about Enquiro White Paper The Brand Lift Of Search

Published on December 11, 2007

Author: studentlamarketing

Source: slideshare.net

Description

marketing online si Adwords creste notorietatea de marca cu 16%

The Brand Lift of Search Enquiro Online Survey and Eye Tracking Study 1

Methodology: Testing the Brand’s Placement Subjects entered an unbranded query and saw one of the following search engine results pages (SERP): 1. Control – (No branding: “Honda” does not appear on the SERP) 2. Side Sponsored Ad Listing – Honda appears in side ad listing only 3. Top Organic Listing – Honda appears in top organic listing only 4. Top Sponsored Ad Listing – Honda appears in top ad listing only 5. Top Sponsored Ad and Top Organic Listings – Honda appears in both the top ad and the top organic listings Note: All subjects (N=2,722) are 25+ and considering purchasing a new car within the next year (test brand: Honda). Source: Enquiro Search Solutions, Inc., July 2007. 2

Methodology: Testing the Brand’s Placement Two additional groups of users entered branded queries and saw one of the following search engine results pages: 1. Top Organic Listing – Honda appears in top organic listing only 2. Top Sponsored Ad and Top Organic Listings – Honda appears in both the top ad and the top organic listings Note: All subjects (N=2,722) are 25+ and considering purchasing a new car within the next year (test brand: Honda). Source: Enquiro Search Solutions, Inc., July 2007. 3

Methodology: Survey and Eye Tracking Study 100 additional subjects were run through the survey in an eye tracking lab environment to provide qualitative color to survey results Example Heat Map Example Heat Map Honda in Top Honda in Top Organic AND Top Organic Only Ad Source: Enquiro Search Solutions, Inc., July 2007. 4

A 16% Point Increase in Brand Association When Brand Is in Top Ad and Top Organic Listings When you think of fuel-efficient cars, which come to mind? Query: Unbranded (i.e., “fuel efficient cars”) 16% 70% 60% 50% 42% point gap between Honda 40% and another brand 30% 20% Honda 10% Other None 0% Side Ad Top Organic Top Ad Top Ad & Top Control Listing Listing Listing Organic Listings Source: Enquiro Search Solutions, Inc., July 2007; Note: There is a significant (7% point) increase from Control to Side Sponsored, as well. 5

A 2.2x Lift in Aided Brand Recall When Brand Is in Top Ad and Top Organic Listings Which of the following brands do you remember seeing in the search results page you just viewed? Query: Unbranded (i.e., “fuel efficient cars”) 2.2x 70% 1.5x 60% 50% x 40% 30% 20% 10% Test Brand Other 0% Side Ad Top Organic Top Ad Top Ad & Top Organic Listings Listing Listing Listing Source: Enquiro Search Solutions, Inc., July 2007. 6

When Brand Is in Top Ad and Top Organic Listings, Purchase Consideration Increases 8% Points From the list below, indicate which of these brands you would consider if you were looking to purchase a fuel-efficient or environmentally friendly car. Query: Unbranded (i.e., “fuel efficient cars”) +8% 70% 60% 50% 40% 30% 20% 10% Honda Other 0% Top Ad Side Ad Top Ad & Top Top Organic Control Listing Listing Organic Listings Listing Source: Enquiro Search Solutions, Inc., July 2007. 7

Consumers Are Less Likely to Consider Purchasing a Brand That Doesn’t Appear on the Search Results Page Which of the above brands would you most likely consider purchasing? Query: Unbranded (i.e., “fuel efficient cars”) 70% 16% points less likely to 60% purchase a brand not on the search results page 50% 40% 30% 10% points increase in purchase intent for 20% featured brand (Honda) 10% Honda 0% Other Side Ad Top Organic Top Ad Top Ad & Top Control Organic Listings Listing Listing Listing Source: Enquiro Search Solutions, Inc., July 2007. 8

Even for Branded Queries, Presence in Top Ad and Top Organic Listings Boosts Purchase Intent Which of the above brands would you most likely consider purchasing? Query: Branded (i.e., “Honda fuel efficient cars”) +7% 50% Lesson: Advertise on Your 40% Branded Keywords 30% 20% 10% Test Brand 0% Top Ad & Top Top Organic Organic Listings Listing Source: Enquiro Search Solutions, Inc., July 2007; Note: A “Branded query” is a search query that includes the brand name (i.e., “Honda”). 9

Eye Tracking Reveals Consumer Insights Observation: Brand fixations occurred in the URL and title of the listing; not in the description Best Practices: Place your brand in the title, URL, and as close to the start of the description as possible in your ad and organic listings Observation: Subjects with established affinity for the brand spent 25% less time on the top ad listing, jumping down to the organic listings 73% faster than the non-affinity group Best Practices: Ad listings appear to have a greater opportunity to lift brand affinity among new customers; write and target them as such – especially for upper funnel queries Source: Enquiro Search Solutions, Inc., July 2007. 10

In Summary… 1 Your investment in brand advertising increases with search 2 Advertise on unbranded and branded keywords 3 Tailor your ad to prospects, those with no established brand affinity 11

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