The Brand Lift of Search

More and more, companies are realizing the importance of creating a strong online presence both in the free organic search results and the paid advertisements that appear alongside those results. The tracking features of website logs and the measurability of pay-per-click ads enable marketers to monitor the traffic of their organic listings and the performance of their online advertising campaigns. However, it's comparatively more difficult to determine how the placement of those search listings and online ads affect consumer brand perceptions. In a first-of-its-kind online study commissioned by Google, researchers discovered a significant correlation between companies in the top organic and sponsored ad placements and consumer brand affinity, brand recall and purchase intent.