What is the branding impact of your PPC ads?
User Centric's services can provide PPC advertisers with a better understanding of the branding impact of their text ads. Eye tracking of PPC ads can help answer two important questions:
Is your organization obtaining a branding benefit from PPC advertising?
How does rank on a search engine results page change the branding value of PPC ads?
Click-through rates are an important measure of viewer behavior, but they do not take into account the importance of the branding impact that advertisers reap from PPC ads. Click-through rates provide zero information on the remaining 95% of viewers who did not click on specific ads.
In contrast, eye tracking data can help measure the overall branding impact on all the visitors who view an ad, regardless of whether or not they click. Eye tracking greatly augments your existing click-through data and aids your decisions on PPC ad bidding and the value of PPC advertising.
Pay Per Click Ad Position Testing
We gauge the branding impact of ads by comparing eye tracking data from two (or more) different PPC ad positions on a search results page. We examine the:
Percentage of study participants who actually looked at the ad
Time to first fixation: How long participants took to notice the ad
Gaze time: How long participants looked at the ad (once they noticed it)
The result is an understanding how an ad's position on a page affects its visual accessibility. This enables informed decisions when increasing or decreasing bid amounts to move up or down on search engine results pages.
In addition to eye tracking measures, additional analysis may be performed by User Centric as appropriate. At the end of the session, the following questions may be used to provide additional data:
Recognition: Participants are shown a set of ads and asked which ones they saw, and how confident they are that they actually saw or didn't see them.
Subjective likelihood of clicking: Participants are shown ads from the client and a competitor, given a context, and asked to rate the ads based on how likely they would be to click on each.
Additional information about User Centric’s eye tracking capabilities is provided on the Eye Tracking Service page.
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