Search ads lift brand awareness. That's the finding from a meta-analysis of 61 studies by Google and Ipsos MediaCT. Consumers were prompted to search for a category keyword and then shown either a Control search engine result page (SERP) or a Test SERP that featured a test brand in the top search ad position. Of those who saw the Test SERP, 14.8% named the test brand; only 8.2% who saw the Control SERP did so. Search ads lifted top-of-mind awareness an average 6.6 percentage points. See all the results in the infographic.

June 2014