Search Marketing Communications

Google commissioned OTX, an independent marketing research company, to conduct research to better understand the impact of search impressions on travel brands, specifically the Air, Hotel, Car Rental, Cruise and OTA Travel Categories.

The primary objectives of the OTX project were to determine:

1). Whether or not a search ad can impact key branding metrics.

2). Whether or not a search result’s placement matters.

The study was conducted in an online controlled “laboratory” format that mimicked a real search experience. Subjects were exposed to 1 of 12 search engine results pages (SERP) each of which showed the same search results  and differed only where the test brand’s ad or organic listing appeared.

The results of Google’s Brand Value of Search study are available on YouTube.

Tags: Brands, Google, Marketing Research, Search Ads, Search Marketing, SERP

This entry was posted on May 10, 2009 at 7:23 pm and is filed under Brand, Brand Lift, Google, Marketing Research, Search, Search Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.