Brand Value of Search
Denmark
October 14th
Google Confidential and Proprietary
1
Agenda
• Summary
• Methodology
 What we’ve done
 Stimulus overview
• Brand Metrics
 Click behaviour
 Brand awareness
 Brand image
 Relevance
• General Information on Participants
• Appendix
Source: TNS Infratest
Google Confidential and Proprietary
2
Summary
Google Confidential and Proprietary
3
Summary
• Advertising on Google leads to higher click rates on brands and websites.
• Even the click rate on brands listed top organic in the search results is
exceeded by adding sponsored links.
• Multiple presence of brands on a Search Engine Result Pages leads to
higher click rates.
• Sponsored links on Google have a positive effect on brand & ad awareness
and brand recall.
• Presence in Google’s search results has a positive effect on brand image.
• Sponsored links elevate the brand relevance for the next purchase.
• All positive effects are measured for branded as well as for generic search
queries.
Source: TNS Infratest
Google Confidential and Proprietary
4
Methodology
Google Confidential and Proprietary
5
Methodology
• Target group: Internet user in Denmark, aged 14 years and older
• Sample: n= 1,376 Internet users, in each of the 11 test cells at least 100
Interviews were conducted.
• Methodology:
 Online Questionnaire
 Equal structure weighting by age, gender, education, frequency of online access,
frequency of online purchase, usage of Google and YouTube, product usage,
income and household size
 Experimental research design; detailed description on the following charts
 Due to cumulating four brands the results are based on 5,504 Search Tasks
• Period of analysis:
 Fieldwork: from September 1st to September 15th 2010
 Final Report: October 15th, 2010
• Research company: TNS Infratest
Source: TNS Infratest
Google Confidential and Proprietary
6
What we’ve done
Flow of session – Description of approach
Google Confidential and Proprietary
7
General Flow
Each respondent will respond to screening questions,
click on four mock-ups and provide answers to the relevant KPI’s.
20 Min. Interview
Screening
Age, Gender, Internet-Usage, …
SERP will be displayed
(mockup)
With the predefined search task the respondent will be
confronted either with sponsored links, ad word or none of
these
Four times for
four brands
Advertising Questionnaire with
relevant KPIs
Source: TNS Infratest
Brand & Ad Awareness, brand image, willingness to
recommend, willingness to purchase, value proposition of
search, …
Google Confidential and Proprietary
8
Study Design
Stimulus: Mock up of Google SERP to show the role of position and branding of search
results on relevant brand metrics.
After having seen the stimulus for each brand a questionnaire covering these brand metrics
was conducted.
Total: 11 x 100 participants
Online questionnaire
Mock-Up (n = 100)
Mock-Up (n = 100)
Mock-Up (n = 100)
Top Sponsored /
Top Organic
Top Sponsored
Top Organic
Brand questions
Brand questions
Brand questions
Source: TNS Infratest
8 other
Mock-Ups
(n = 100)
Google Confidential and Proprietary
9
Stimulus Overview
Google Confidential and Proprietary
10
Stimulus Overview
• Control group: no test brand included
• Top Sponsored / Top Organic Brand
• Top Sponsored Brand
• Top Organic Brand
BRAND
• Side Sponsored / Top Organic Brand
• Side Sponsored Brand
• Top Sponsored / Top Organic Generic
• Top Sponsored Generic
• Top Organic Generic
GENERIC
• Side Sponsored / Top Organic Generic
• Side Sponsored Generic
Source: TNS Infratest
Google Confidential and Proprietary
11
Example – Screenshot (1/3)
Example of a Control Group: Search Engine Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere" into a search engine and
you obtain the results that appear on
the following page. Please look at the
following page and click on the listing
that you believe to be of most interest
to your search on støvsugere.
Source: TNS Infratest
Google Confidential and Proprietary
12
Example – Screenshot (2/3)
Example of a Top Sponsored / Top Organic Brand: Search Engine
Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere skousen tilbudsavis" into
a search engine and you obtain the
results that appear on the following
page. Please look at the following
page and click on the listing that you
believe to be of most interest to your
search on skousen tilbudsavis.
Source: TNS Infratest
Google Confidential and Proprietary
13
Example – Screenshot (3/3)
Example of a Top Sponsored Brand: Search Engine Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere skousen tilbudsavis" into
a search engine and you obtain the
results that appear on the following
page. Please look at the following
page and click on the listing that you
believe to be of most interest to your
search on skousen tilbudsavis.
Source: TNS Infratest
Google Confidential and Proprietary
14
Results
Selected Metrics on a cumulated Level
Google Confidential and Proprietary
15
Brand Metrics – Analysis of four Brand Metrics
Attention
Brand & Ad Awareness
Brand image
General Brand
Perception
Relevance
Brand
image
Relevance
Brand Consideration
Action
Click Rate
Building Opinion
Brand awareness
Source: TNS Infratest
Google Confidential and Proprietary
16
Action
How do people react? Click Behaviour
Google Confidential and Proprietary
17
Click behaviour – Position
Clearly Top Sponsored combined with Top Organic leads to the highest
number of clicks / page visitors
Click Rate
Aggregated Result for 4 Brands
38%
30%
21%
24%
23%
2%
n.a.
0%
Control
7%
7%
30%
21%
22%
Paid
Organic
14%
Side
Top
Top Organic Top Org. / Top Org. /
Sponsored Sponsored
Side Spon. Top Spon.
Click on the specific group
Base: All respondents n=1,376 – Tests Side Sponsored n=1,001; Tests Top Sponsored n=994; Tests Top Organic n=996; Tests Top Org. / Side Spon. n=1,009;
Tests-Top Org. / Top Spon. n=1,000
Source: TNS Infratest
Google Confidential and Proprietary
18
Click behaviour – Position & Brand
Top Sponsored combined with Top Organic exceeds Top Organic.
Branded search queries are clicked more likely.
Click Rate
Aggregated Result for 4 Brands
47%
27%
29%
28%
Paid
Organic
15%
n.a.
17%
27%
15%
17%
11%
0%
Control
Top
Organic
(brand)
Top
Organic
(generic)
Top Org. / Top Org. /
Top Spon. Top Spon.
(brand)
(generic)
Click on the specific group
Base: All respondents n=1,376 – Tests Top Organic (generic) n=496; Tests Top Organic (brand) n=500; Tests Top Organic/Top Sponsored (brand) n=500;
Tests Top Organic/Top Sponsored (generic) n=500
Source: TNS Infratest
Google Confidential and Proprietary
19
Attention
Brand and Ad Awareness
Google Confidential and Proprietary
20
Aided Brand & Ad Awareness - Position
Top Sponsored and Top Organic links receive the highest attention and
lead to the best recall.
Brand & Ad Awareness:
Aggregated Result for 4 Brands
80%
70%
72%
66%
41%
n.a.
Control
Side
Top
Top Organic Top Org. / Top Org. /
Sponsored Sponsored
Side Spon. Top Spon.
Q204: Which of the following brands of … do you remember seeing on the search engine results page you just viewed?
Base: All respondents n=1,376 – Tests Side Sponsored n=1,001 ; Tests Top Sponsored n=994; Tests Top Organic n=996;
Tests Top Org. / Side Spon. n=1,009; Tests Top Org. / Top Spon. n=1,000
Source: TNS Infratest
Google Confidential and Proprietary
21
Aided Brand & Ad Awareness – Position & Brand
Top Sponsored combined with Top Organic outpaces the awareness
and recall of Top Organic only.
Brand & Ad Awareness:
Aggregated Result for 4 Brands
80%
79%
70%
62%
n.a.
Control
Top
Organic
(brand)
Top
Organic
(generic)
Top Org. / Top Org. /
Top Spon. Top Spon.
(brand)
(generic)
Q204: Which of the following brands of … do you remember seeing on the search engine results page you just viewed?
Base: All respondents n=1,376 – Tests Top Organic (generic) n=496; Tests Top Organic (brand) n=500; Tests Top Organic / Top Sponsored (brand) n=500;
Tests Top Organic / Top Sponsored (generic) n=500
Source: TNS Infratest
Google Confidential and Proprietary
22
Building Opinion
How does position and brand influence general brand perception?
Google Confidential and Proprietary
23
Brand Perception - Position
Presence on Googles result pages has a positive effect on brand
image. Combined organic and paid presence is recommended.
Index Brand Image:
Aggregated Result for 4 Brands
123%
100%
Control
107%
127%
119%
108%
Side
Top
Top Organic Top Org. / Top Org. /
Sponsored Sponsored
Side Spon. Top Spon.
Q207: What is your general opinion about the following brands? 1: have an excellent opinion to 5: have a poor opinion
Base: All respondents n=1,376 – Tests Control n=504; Tests Side Sponsored n=1,001 ; Tests Top Sponsored n=994; Tests Top Organic n=994;
Tests Top Org. / Side Spon. n=1,009; Tests- Top Org. / Top Spon. n=998
Source: TNS Infratest
Google Confidential and Proprietary
24
Brand Perception – Position & Brand
The positive effect of Google on brand image holds true for generic as
well as for branded search.
Index Brand Image:
Aggregated Result for 4 Brands
132%
125%
122%
113%
100%
Control
Top
Organic
(brand)
Top
Organic
(generic)
Top Org. / Top Org. /
Top Spon. Top Spon.
(brand)
(generic)
Q207: What is your general opinion about the following brands? With 1 I have an excellent opinion to 5 I have a poor opinion
Base: All respondents n=1,376 – Tests Control n=504; Tests Top Organic (generic) n=495; Tests Top Organic (brand) n=499; Tests Top Organic / Top Sponsored (brand) n=499;
Tests Top Organic / Top Sponsored (generic) n=499
Source: TNS Infratest
Google Confidential and Proprietary
25
Relevance
How does position and brand influence brand relevance?
Google Confidential and Proprietary
26
Brand Relevance - Position
Presence in Google’s search results has a positive effect on the brand
relevance.
Index Relevance:
Aggregated Result for 4 Brands
122%
100%
Control
107%
115%
116%
122%
Side
Top
Top Organic Top Org. / Top Org. /
Sponsored Sponsored
Side Spon. Top Spon.
Q208: From the list below, indicate which of these brands you would consider if you were looking to purchase e.g. charterferie with 1 being highly likely to consider and 5 being
highly unlikely to consider Base: All respondents n=1,376 – Tests Control n=504; Tests Side Sponsored n=1,001 ; Tests Top Sponsored n=994; Tests Top Organic n=994;
Tests Top Org. / Side Spon. n=1,009; Tests- Top Org. / Top Spon. n=998
Source: TNS Infratest
Google Confidential and Proprietary
27
Brand Relevance – Position & Brand
Regardless if branded or generic - Presence in Googles search results
has a positive effect on the brand relevance.
Index Relevance:
Aggregated Result for 4 Brands
129%
121%
108%
100%
Control
Top
Organic
(brand)
Top
Organic
(generic)
115%
Top Org. / Top Org. /
Top Spon. Top Spon.
(brand)
(generic)
Q208: From the list below, indicate which of these brands you would consider if you were looking to purchase e.g. charterferie with 1 being highly likely to consider and 6 being
highly unlikely to consider. Base: All respondents n=1,376 – Tests Control n=504; Tests Top Organic (generic) n=495; Tests Top Organic (brand) n=499; Tests Top Organic / Top
Sponsored (brand) n=499; Tests Top Organic / Top Sponsored (generic) n=499
Source: TNS Infratest
Google Confidential and Proprietary
28
General Information on Sample
Google Confidential and Proprietary
29
Background information
Age
Gender
Income *
Education **
Household size
Children under 15y in HH
14-19
20-29
30-39
40-49
8%
14%
19%
19%
Male
Female
51%
49%
Low
Medium
High
D.K./No
answer
17%
47%
26%
10%
Low
Medium
High
16%
39%
45%
1
2
23%
38%
Yes
No
38%
62%
3
17%
50+
40%
No answer
0%
4 or more
21%
No answer
1%
*Low: Less than DDK. 99.999; DDK. 100.000 - 199.999 Middle: DDK. 200.000 - 599.999; High: DDK. 600.000 and more
**Low: Primary and lower secondary school 7 year, Primary and lower secondary school 8 to 10, Middle. Middle school / the Danish “Realeksamen” or “Præliminæreksamen”,
Upper Secondary School/Higher Preparatory Exam/Higher Commercial Exam years, Basic/final vocational training; High: Higher education (less than 3 years), Higher education,
i.e. BA level + ( 3 to less than 5 years ), Higher education, i.e. MA level + ( 5 years or more )
Base: Total n=1,376
Source: TNS Infratest
Google Confidential and Proprietary
30
Appendix
Stimulus Example for Each Position
Google Confidential and Proprietary
31
Screenshot
Example of a Control Group: Search Engine Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere" into a search engine and
you obtain the results that appear on
the following page. Please look at the
following page and click on the listing
that you believe to be of most interest
to your search on støvsugere.
Source: TNS Infratest
32
Screenshot
Example of a Top Sponsored / Top Organic Brand: Search Engine
Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere skousen tilbudsavis" into
a search engine and you obtain the
results that appear on the following
page. Please look at the following
page and click on the listing that you
believe to be of most interest to your
search on skousen tilbudsavis.
Source: TNS Infratest
Google Confidential and Proprietary
33
Screenshot
Example of a Top Sponsored Brand: Search Engine Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere skousen tilbudsavis" into
a search engine and you obtain the
results that appear on the following
page. Please look at the following
page and click on the listing that you
believe to be of most interest to your
search on skousen tilbudsavis.
Source: TNS Infratest
Google Confidential and Proprietary
34
Screenshot
Example of a Top Organic Brand: Search Engine Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere skousen tilbudsavis" into
a search engine and you obtain the
results that appear on the following
page. Please look at the following
page and click on the listing that you
believe to be of most interest to your
search on skousen tilbudsavis.
Source: TNS Infratest
Google Confidential and Proprietary
35
Screenshot
Example of a Side Sponsored / Top Organic Brand: Search Engine
Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere skousen tilbudsavis" into
a search engine and you obtain the
results that appear on the following
page. Please look at the following
page and click on the listing that you
believe to be of most interest to your
search on skousen tilbudsavis.
Source: TNS Infratest
Google Confidential and Proprietary
36
Screenshot
Example of a Side Sponsored Brand: Search Engine Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere skousen tilbudsavis" into
a search engine and you obtain the
results that appear on the following
page. Please look at the following
page and click on the listing that you
believe to be of most interest to your
search on skousen tilbudsavis.
Source: TNS Infratest
Google Confidential and Proprietary
37
Screenshot
Example of a Side Sponsored / Top Organic Generic: Search Engine
Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere" into a search engine and
you obtain the results that appear on
the following page. Please look at the
following page and click on the listing
that you believe to be of most interest
to your search on støvsugere.
Source: TNS Infratest
Google Confidential and Proprietary
38
Screenshot
Example of a Side Sponsored Generic: Search Engine Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere" into a search engine and
you obtain the results that appear on
the following page. Please look at the
following page and click on the listing
that you believe to be of most interest
to your search on støvsugere.
Source: TNS Infratest
Google Confidential and Proprietary
39
Screenshot
Example of a Top Sponsored / Top Organic Generic: Search Engine
Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere" into a search engine and
you obtain the results that appear on
the following page. Please look at the
following page and click on the listing
that you believe to be of most interest
to your search on støvsugere.
Source: TNS Infratest
Google Confidential and Proprietary
40
Screenshot
Example of a Top Organic Generic: Search Engine Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere" into a search engine and
you obtain the results that appear on
the following page. Please look at the
following page and click on the listing
that you believe to be of most interest
to your search on støvsugere.
Source: TNS Infratest
Google Confidential and Proprietary
41
Screenshot
Example of a Top Sponsored Generic: Search Engine Result Page.
Task Example
Please think now about …..
You decide to look into different
støvsugere options online using a
search engine. You type the words
"støvsugere" into a search engine and
you obtain the results that appear on
the following page. Please look at the
following page and click on the listing
that you believe to be of most interest
to your search on støvsugere.
Source: TNS Infratest
Google Confidential and Proprietary
42
Thank you for your attention!
Denmark – Brand Value of Search
Google Confidential and Proprietary
43