Bao Lam

Search Ads Product Marketing Manager
Search Ads Product Marketing Manager
Koppel Verma

Koppel Verma

Global Insights at Spotify
Global Insights at Spotify

1 Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014. Question: Thinking about specific brands of X [where X is a category keyword e.g. small cars], which one brand comes to mind?

2 Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014. Question: Now please tell us what other brands of X [where X is a category keyword e.g. small cars] come to mind. If you cannot think of any brands, check the box labeled ''Don't know."

Methodology:
From January to December 2013, Google partnered with Ipsos MediaCT to conduct 61 simulated search experiments to measure the impact of search ads on key brand metrics: top-of-mind awareness and unaided brand awareness. In each study, in-target respondents were prompted to search for a category keyword on their desktop or laptop and were then exposed to either a Test search engine results page (SERP) or a Control SERP. The Test SERP featured the test brand in the top search ad position, with all other ads on the page moved down by one position. The Control did not feature an ad from the test brand at all. The organic results of the SERP were not manipulated in any way.