Have you ever thought of AdWords search ads as a tool to drive brand awareness? Me neither. But a new meta-study by Google and Ipsos MediaCT shows the opposite: according to 61 studies across 12 verticals, search ads lift brand awareness by an average of 6,6%! Some verticals like CPG even showed an increase of more than 11%.
To find out these results, Google and Ipsos worked with 800 consumers per study. They ran simulated searches which lead to a) a control SERP or b) a test SERP where the test brand was in the top search ad position.
Afterwards, Google and Ipsos asked the consumers which brand first came to their mind. An average of 14.8% who saw the test SERP named the test brand from ad position one, while just 8.2% of the control group named the same brand.
I haven’t thought of search ads as a brand builder, but after reading the study it seems obvious. The perception of consumers is really high because they are actively looking for certain products when searching on Google. So they are kind of “vulnerable” to any brands in the top positions.
If you want to get more details, you can find them at Think with Google.