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The Interactive Advertising Bureau (IAB) recently released the results of a study it conducted on the impact of paid search advertisements on brand awareness. The study documented the reactions of over 10,000 individuals to find the brand lift that occurred when companies were running paid search ads.
The results showed a clear impact on brand awareness by the ads, including a clear-cut increase in brand awareness for companies that had an ad featured in the top paid listing spot. An interesting find of the study is that even sites appearing as low as the fifth listing still achieved a notable increase in brand awareness.
The full article is available at the ClickZ site and is titled: "Yes, Virginia, There Is SEM Brand Lift, Part 1"
The full study results are available as a report titled "Sponsored Listings Effectiveness" that can be purchased from the IAB Web site.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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