Marketers See Shift in Search From Direct Response to Branding

A study released from Google today reveals that marketers are moving towards search campaigns that build top-of-mind awareness. The search giant’s new report with Ipsos MediaCT finds that branding-focused ads elevate awareness by an average of 6.6 percentage points. "What’s interesting is we found recently that some advertisers are starting to use search in new ways. Specifically, brand marketers are starting to take a fresh look at search and view it through a lens that they never have before," said Matt Lawson, Google’s director of performance marketing.

Reference: https://www.adweek.com/digital/marketers-see-shift-search-direct-response-branding-158333/