Mediative Research: The Brand Lift of Paid Search featuring Walmart


More and more, companies are realizing the importance of creating a strong online presence not only in the organic search results but also in the paid advertisements that appear alongside those results.


The measurability of pay-per-click ads enable marketers to monitor the traffic generated by the listings, and the performance of their online advertising campaigns. However, paid search isn’t just about driving additional traffic to a website. It can also have significant effects on branding metrics such as brand affinity and recall, message recall, and purchase intent.


The objective of this research study was to determine:

 

• How effective paid search advertising is in driving Walmart brand recognition.
• How effective paid search advertising is in driving in-store and online purchase intent.
• The potential value for manufacturers advertising with Walmart.

 

The key metrics measured were:

 

1. Click Through Rate
2. Brand Affinity
3. Brand Impression
4. Brand Attributes
5. Aided Brand Recall
6. Message Recall
7. Purchase Intent


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