The Brand Lift of Search

The Brand Lift of Search
EnquiroOnline Survey and Eye Tracking Study
1Methodology: Testing the Brand's Placement
Subjects entered an unbranded queryand 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: EnquiroSearch Solutions, Inc., July 2007.
2Methodology: Testing the Brand's Placement
Two additional groups of users entered branded queriesand 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: EnquiroSearch Solutions, Inc., July 2007.
3Methodology: 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 Only
Organic AND Top
Ad
Source: EnquiroSearch Solutions, Inc., July 2007.
4A 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")
70%
16%
60% 50%
42% pointgap
40%
between Honda
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: EnquiroSearch Solutions, Inc., July 2007; Note: There is a significant(7% point) increase from Control to Side Sponsored, as well.
5A 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% 60%
1.5x
50%
x
40% 30% 20% 10%
Test Brand
Other
0%
Side Ad
Top Organic
Top Ad
Top Ad & Top
Listing
Listing
Listing
Organic Listings
Source: EnquiroSearch Solutions, Inc., July 2007.
6When 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%
Control
Side Ad
Top Organic
Top Ad
Top Ad & Top
Listing
Listing
Listing
Organic Listings
Source: EnquiroSearch Solutions, Inc., July 2007.
7Consumers 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 likelyconsider purchasing?
Query: Unbranded (i.e., "fuel efficient cars")
70% 60%
16% points less likely to
purchase a brand not on
50%
the search results page
40% 30%
10%points increase in
20%
purchase intent for
featured brand (Honda)
10%
Honda
0%
Other
Control
Side Ad
Top Organic
Top AdTop Ad & Top
Listing
Listing
Listing Organic Listings
Source: EnquiroSearch Solutions, Inc., July 2007.
8Even for Branded Q... [download for more]