Google Ads Survey: Ads Lead to Brand Recognition, if Not Sales

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Posted Feb 21, 2012
Anne Pilon

Online advertising has been an effective tool for many companies looking to drive traffic to their websites. But how many sales are really made as a result of these ads? And which types of ads offered by companies such as Google get the most clicks?

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Clicking Ads

In Ask Your Target Market’s latest survey, sponsored search results were the most common ads that users clicked. 10% said they click sponsored search ads often, 33% click them sometimes, 33% click them rarely, and 24% never click them. Ads in Gmail or other email providers were next in line. 7% said they click them often, 23% click them sometimes, 29% click them rarely, and 41% don’t ever click them. Banner ads were also comparable. 6% click them often, 25% click them sometimes, 34% click them rarely, and 35% don’t ever click them. Mobile ads were less likely to get clicks. Just 4% said they click them often, 9% click them sometimes, 20% rarely click them, and 67% don’t ever click them.

Sales and Visits

Clicks don’t mean everything though. If they don’t result in sales or brand recognition, then they aren’t necessarily effective. 24% of respondents said they have bought a product as a result of clicking an online ad. And an even higher percentage, 49%, said they have revisited a link that they originally found via an online advertisement.

Ad Features

So aside from the type of ad, what features draw the attention of internet users to get them to make that initial click? 41% of respondents said they appreciate relevant text, 40% like seeing familiar or local brands, 33% look for colors or photos, 16% respond to prominent placement and size of the ad, and 13% are drawn to noise or movement in ads. Online advertisements such as Google ads can be a valuable tool, but only when used carefully and with customer preferences in mind. The widget below shows the results of the survey in full. Be sure to click “open full report” for full details.Photo Credit: Google Video Ads from FlickrWhat do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on February 20 via AYTM’s online survey panel.

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