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As consumers check out their options on Google, the position of your listing can influence how they perceive your brand. Enquiro recently conducted a study with Google to test brand perceptions of Honda according to where it fell within the first search engine results page.

A few key points were discovered when Honda appeared in the top organic spot and top sponsored ad simultaneously.

a) Brand recall more than doubled versus appearing in top sponsored spot only.

b) This also resulted in a 16% greater brand association for Honda when participants were asked what brands came to mind when they thought of fuel-efficient cars.

c) Brands that did not appear in the results experienced a 42% lower brand association than Honda.

Key takeaway: By appearing in both top spots on Google's results pages, a company not only gains points but also edges out competitors in the consumer's mind.

Similar studies have long been conducted to test the effects of print advertising on brand recall and association, demonstrating that companies both advertising in a magazine and also enjoying a mention in an article in the same issue enjoyed magnified recall and favorable impressions among readers. It only make sense to see the same happen online, as humans often seek the fastest way to evaluate their choices and create that "shortlist" of options.

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