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BizReport : Search Marketing : December 13, 2007

Top spots key to brand advertising

Until now, the effect of having your brand appear in the number one spot on Google has always been assumed to be a positive one. Kelowna-based Enquiro Research recent conducted a Google-commissioned study that supports that assumption.

by Helen Leggatt


Using Honda as a test brand and “fuel efficiency” as the search term, Enquiro's study results showed a "significant correlation between companies in the top organic and sponsored ad placements and consumer brand affinity, brand recall and purchase intent".

Being top of the pile in both organic search and ad placement produced the best brand lift and recall. Internet users seeing Honda in the top ad placement were 16 percent more likely to perceive the car manufacturer as fuel efficient and 42 percent were more likely to recall the brand when it appeared both in the top organic and top ad placement spots.

“It is encouraging that these advertised messages received such positive awareness in the study,” said Jenny Howell, Interactive Marketing Manager at American Honda. “We are extremely pleased that consumers found relevancy in the relationship of fuel economy and Honda in their searches.”

Tags: ad placement, brand recall, Google, organic search

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