Research: Marketing Campaigns Needs Paid Search
Listen up, marketers: Paid search lifts brand metrics, particularly when paired with other media. That's according to Kevin Lee, who summarizes new research presented at the Re:think 2009 conference, the 55th annual convention of the Advertising Research Foundation. Presented by Angela O'Connell, head of cross media research at Google Europe, and Lucas Hulsebos, media research director at MetrixLab, the research validated Lee's long-held theory about the effectiveness of paid search.
The research analyzed media interaction to determine lift in brand metrics as consumers were exposed to advertising in a variety of media, according to Lee. He tells us when search prompted brand lift, the study further focused on search's "effectiveness" and "efficiency" compared with other offline media. "Effectiveness combined the branding effect, multiplied by reach; efficiency was effectiveness divided by the [amount spent] for that media," he writes, explaining the formula.
Recent Around the Net in Search Marketing Articles
-
Qihoo 360 Takes On Baidu May 22, 12:45 p.m.
China's Qihoo 360 continues to ramp up its search services with the help of e-commerce giant ... -
Tips On Authorship May 21, 1:10 p.m.
Authorship has the potential to change the way marketers and consumers view content and its authors. ... -
The Double-Serve Through A Google Loophole Effect May 20, 1:19 p.m.
Google warns against not serving up the same ad twice in a short period of time, ... -
Google Turns Open Into Real-Time Bids May 20, 1:18 p.m.
Google last week released a customizable toolkit for building real-time bidding applications that the company calls ... -
Google, NASA Form Lab To Study Quantum Computing May 16, 12:18 p.m.
Google and NASA will partner on a project focused on machine learning and study how quantum ... -
What States Use Bing, Google Most? May 16, 12:17 p.m.
A WebpageFX study tracking more than 1,000 providers in Google Analystics found that Bing owns 8.3724% ... -
Microsoft, Yahoo Inch Up To Nearly 30% Search Market Share May 16, 12:16 p.m.
comScore released April 2013 search engine rankings Wednesday. As usual, Google sites led the U.S. explicit core ... -
Will Google Announce Music Subscription Service At I/O? May 15, 12:36 p.m.
The rumors that Google will launch a subscription music service should not come as a surprise ... -
Prepaid Smartphones Gaining Ground May 15, 10:03 a.m.
Will it matter to brands if the consumers they try to reach through advertising turn to ... -
Ailing Yahoo Search To Get Makeover May 13, 11:41 a.m.
Will Yahoo's search makeover help the Internet giant do over what it failed to accomplish the ...
Be the first to comment on "Research: Marketing Campaigns Needs Paid Search "
Leave a Comment