File Under: Skeptical

Via MediaPost, Google recently released a study indicating that search aids brand awareness.

More than merely a direct-response tool, search marketing is a great brand-building vehicle for consumer packaged goods advertisers. That was the key finding from a new study just released by Google entitled "Brand Value of Search."


Besides being really self-serving, I'd like to see the actual data that supports search impression delivery as "free brand lift."

You only have to do a simple search yourself to understand that searches aren't quite that simple. As a Web site owner, you should concerned with conversions, which depending on the goals of your site could be a purchase, a registration, product demo view, etc.

Impressions are great, but I would be hard pressed to stand up and credibly talk about the brand lift as a result without a little more data to bear that out.
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