Search engine marketing training: The brand effect of search
While search engines may not carry the same impact as the graphical advertising formats, there is still an effect for branding. The research into this is still sketchy, but early work by Google and TNS has clarified that it certainly is present. In studies in France they confirmed that the brand effect can be as high as a 21% uplift in unaided brand awareness. Like all forms of advertising marketers should expect to see these numbers vary over time and between campaigns, but it’s the reason why many brands buy pay per click search advertising even if they’re already enjoying a good ranking in the natural search listings.