studies

YouTube can offer a big boost to offline CPG sales, according to a MetrixLab study. Key findings include:

• YouTube added significant gross reach to the cross-media campaign, and 2.6% incremental net reach
• With a ROI of 0.42, YouTube is more efficient than TV

This study analyses the importance of search within the online purchase process, across 8 different sectors: automotive, travel, finance, telco, travel, tech and fashion retail, over a 12 week process.

Key Findings

• Search engine marketing campaign planning should take the whole search process into consideration.
• Long time lag and multiple searches take place from initial search to ultimate conversion, although emphasis is during first week.
• Generic keywords play a major role in the process.

This study provides an analysis of the effect of paid versus organic search on the Google result page in Germany. This is a test and control study with German internet users aged 14 years and above.

Key Findings

• AdWords drive up the number of clicks on an advertiser's website, in part due to AdWords but also because of higher CTR on organic search.
• AdWords help improve brand perceptions (awareness, image, relevance) on an absolute level but also relative to competitor brands.
• Increased presence ("digital shelf") on the search engine results page limits potential negative effects stemming from competitor activities.
• Not appearing on the Google search engine results page is therefore a massive disadvantage when a competitor has a significant share of the "digital shelf".

This study will help you understand the role and impact of AdWords campaigns on brands in Germany.

Key findings

• AdWords campaigns can help build brands
• AdWords campaigns can impact metrics all the way from brand awareness to loyalty
• AdWords impact increases with position and contact frequency.
• AdWords impressions, without click through, have a positive impact on brand image.
• AdWords impressions can act as a branding tool (for free!)

This study focuses on the role and impact of AdWords campaigns on brands.

• AdWords campaigns can help to build brands.
• AdWords campaigns can impact metrics all the way from brand awareness to loyalty.
• AdWords impact increases with position and contact frequency.