SEO and PPC Make Great Branding Bedfellows

This post is from from my other blog here

I was reading some research this morning from the folks over at Enquiro Research from a document entitled the Brand Lift of Search (http://www.enquiroresearch.com/brand-lift-of-search.aspx). It deals with the associations people have with a brand over a variety of Search Engine Result Page (or SERP) situations. The target brand in this case was ‘Honda’ and the when Searcher entered an ‘unbranded query’ (generalized query) and was shown one of 5 types of SERP pages;Control (no Honda in search results)Sponsored Ad listing (Honda only in side panel ads)Top Organic ( Honda listed in top SERP position)Top Sponsored Ad (Top Ad space only)Top Sponsored Ad and Top Organic Two additional Groups entered ‘branded queries’ (Honda specific) and where shown;Top Organic ( Honda listed in top SERP position)Top Sponsored Ad and Top Organic (Honda in both)The results were done in both Survey and Eye tracking formats. Why PPC and SEO can work together for Branding When the respondents that used the unbranded query (ie; ‘fuel efficient cars’) were asked what came to mind (Honda, Other, None) a full 16% said Honda over other brands when shown the SERP with Honda ranked in both the organic and paid listings.