SlideShare a Scribd company logo
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

More Related Content

Recently uploaded

Enabling Digital Sustainability by Jutta Eckstein
Enabling Digital Sustainability by Jutta EcksteinEnabling Digital Sustainability by Jutta Eckstein
Enabling Digital Sustainability by Jutta Eckstein
Jutta Eckstein
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
HajeJanKamps
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
The Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual PersonalitiesThe Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual Personalities
my Pandit
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
Arijit Dutta
 
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani case
 
Pro Tips for Effortless Contract Management
Pro Tips for Effortless Contract ManagementPro Tips for Effortless Contract Management
Pro Tips for Effortless Contract Management
Eternity Paralegal Services
 
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdfNewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
Khaled Al Awadi
 
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
pavelborek
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
PennapaKeavsiri
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
Cambridge Product Management Network
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
eaqmokn
 
Dpboss Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Satta Matta Matka Kalyan Chart Indian MatkaDpboss Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 

Recently uploaded (20)

Enabling Digital Sustainability by Jutta Eckstein
Enabling Digital Sustainability by Jutta EcksteinEnabling Digital Sustainability by Jutta Eckstein
Enabling Digital Sustainability by Jutta Eckstein
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
The Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual PersonalitiesThe Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual Personalities
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
 
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
 
Pro Tips for Effortless Contract Management
Pro Tips for Effortless Contract ManagementPro Tips for Effortless Contract Management
Pro Tips for Effortless Contract Management
 
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdfNewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
 
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
 
Dpboss Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Satta Matta Matka Kalyan Chart Indian MatkaDpboss Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Satta Matta Matka Kalyan Chart Indian Matka
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 

Featured

Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
Christy Abraham Joy
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
Vit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
MindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
GetSmarter
 

Featured (20)

Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 

Enquiro White Paper The Brand Lift Of Search

  • 1. The Brand Lift of Search Enquiro Online Survey and Eye Tracking Study 1
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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