Friday, July 29, 2011

Why CPG Brands Better Buy Paid Search


Package-goods and fast-food marketers: Ignore paid-search advertising at your own peril. That seems to be the message of new research that finds search ads have a huge impact on brand awareness, perception and purchase intent -- even among consumers who never click on them.

A study of more than 6,000 consumers for the companies by ComScore found that brands generated an average 160% increase in unaided awareness by being present in standard sponsored-text search results compared with when consumers weren't exposed to their search ads.

It also found that consumers were 20% more likely to have positive perceptions of brands in the top paid-search position than those in second or third positions and 30% more likely to consider purchasing a product when the brand was at the top of paid-search results.

Read more on this research;

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