Packaged goods firms ’should adopt PPC campaigns’
Paid search campaigns can do much to increase consumer brand awareness for packaged goods companies.
This is the conclusion of a new study carried out by comScore and sponsored by Yahoo! and MediaVest, Advertising Age reports.
The report suggested that setting up pay-per-click (PPC) campaigns can result in an increase in unaided brand awareness of up to 160 per cent, with consumers about 20 per cent more likely to see top-placed brands more positively than those located further down the page.
Companies that fail to invest in PPC activities could find that their operations are harmed if rival brands obtain greater consumer awareness as a result, the study warned.
Matt Wilburn, senior category director for consumer packaged goods at Yahoo!, said: "The implication is if you’re present, your awareness goes up and if you’re not present, your awareness goes down."
Paid search ads are currently the most common form of online advertising for British firms, according to recent research by regulator Ofcom.
