marketing online si Adwords creste notorietatea de marca cu 16%

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