Research claims branded search engine marketing performance is tied to specific engines

10th February 2010 by William Hobson

Which engine you choose for search engine marketing can affect how consumers perceive your brand according to new research.

Produced by Wunderman, ZAAZ and Compete, the research indicates that the different experience and relevancy algorithms used by specific search engines means different brands perform better on different engines.

“Search begins with the choice of search engine” said David Sable, vice-chairman and COO of Wunderman. “If you are a managing a brand [via search engine marketing] you need to know how consumers relate to Bing, Yahoo! or Google and how that reflects on you”

The study claimed to find two major reasons why different brands might be better targeting their SEO efforts and PPC bidding on different search engines.

Firstly, each search engine has a different “demographic and psychographic profile” of loyal users. Secondly, each engine delivers a different result for paid search or effective SEO in organic results. Each search engine demonstrated different degrees of consumer engagement with brands via search, from visiting sites to conversion to purchase.

For example, for Travel brands Yahoo was the poorest performer in terms of shoppers, whilst Google leads the top three in terms of successful conversions.

Ed Lebar, CEO of BrandAsset consulting said “What this means for marketers is the need to choose their search engines wisely. The search engine which performs well at the brand level may not necessarily perform as well as the category level.”

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