Archive for the ‘Brand Lift’ Category

Google Marketing Research Study: The Brand Value of Search

May 10, 2009

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.

Geotargeting Brand Search Marketing

November 14, 2008

I am working on the following presentation for brand search marketers:

“GeoTarget Your Brand Advertising for Maximum Search Market Penetration and Retail Traffic Generation”

This brand search marketing presentation will cover the following topics:

• How to GeoTarget brand search advertising to drive retail traffic and sales by utilizing the four main search advertising platforms to build maximum brand search presence in yours or your resellers trade areas.

• A side by side comparison of the four main search advertising platforms Google Adwords, Yahoo Search Marketing, Microsoft adCenter and Ask Sponsored Listings along with their geotargeting options and features.

• The opportunities and limitations of each search advertising platform’s geotargeting product.

Overall, my presentation will show brand managers how to maximize the effectiveness of their brand advertising budget while increasing  brand lift.

Brand marketers who establish a search brand presence through the creation of comprehensive geotargeted search advertising campaigns will expand their competitive reach and advantage over their competitors who don’t.

I will post a more detailed presentation outline here in the near future.