What Little I Know…

Enquiro Research conducted a series of surveys measuring the effect of search marketing and premium positioning. They specifically used Honda ads as test ads, placing the ads in the side ad placement position, top organic placement, top sponsored ad listing, and then in the top sponsored and top organic placement positions collectively.

Enquiro tracked and reported results from 100 Internet users, with the aid of Eye Tracking tools and Surveys. Below is a synopsis of what they found:

• A 16% point increase in brand association when the brand is in the Top Ad and Top Organic Listings position
• A 2.2x lift in aided brand recall when the brand is in the Top Ad and the Top Organic Listings position
• When the brand is in the Top Ad and Top Organic Listings position, purchase consideration increases by 8% points

In closing, Enquiro gives advertisers a piece of advice: “Ad listings appear to have a greater opportunity to lift brand affinity among new customers; write and target them as such – especially for upper funnel queries”

Don’t believe that search marketing works on large search engines only. Think of your site as a miniature search engine, with your content being listings served on a search results page. Sell ‘listings like’ positions to work and integrate with your organic site searches. Local advertisers will be apt to participate, as they will see your Web property (newspaper site), as a concentrated advertising source, serving a niche product or niche market.