Branding Boosted By Paid Ads, Research Says

SEW Forum : Overture and IAB research

"The IAB Search Engine Effectiveness Committee commissioned Nielsen//NetRatings' "Internet Search Brand Effectiveness Research," project " to investigate the effect of paid search ads on branding....

"Brand advertisers, who are not yet placing search advertising, may be missing out on a share of voice opportunity for keywords relevant to their categories," said Marc Ryan, Senior Director, Analysis, Nielsen//NetRatings. "This research suggests that the optimal media mix includes search and display ads, a combination which allows advertisers to take advantage of the push/pull dynamics of the web while still delivering on core branding metrics."

Danny Sullivan comments: "Haven't done a follow-up yet, but a bit concerned that contextual ads were mised in on what's called a "search branding" study.

I have no doubt that paid ads help branding -- have heard plenty of marketers report examples of this. But then that begs the question -- should we see some of these ads then sold on an impression basis, rather than cost-per-click?"

SEM and Branding Influence Shari Thurow analyses the findings and writes:
"A site can generate higher conversion rates and more qualified sales leads from lower positions. In fact, in a SERP's spidered results, people who are willing to go past the top three positions are often better researchers. They are likely to be more qualified prospects than those not willing to research...Additionally, a top position does not necessarily translate into a closed sale "