Google recently engaged in a study with Millward Brown that polled 900 respondents to show how search advertising is more effective than ads in trade magazines and other traditional business-to-business media according to AdWeek’s IQ Interactive.
Findings of the poll:
- Search engines were used 30% more frequently than trade periodicals in the research phase of the buying cycle
- Search engines were used 21% more frequently than the b-to-b press in the consideration phase
- Search engines were used 62% more in the final purchase phase
Google now shows AdWords ads on business publications including VNU, Reed Business, Hanley Wood and Ziff Davis Media.
About the author
Lee Odden has been recognized as a top B2B Marketing professional by Forbes, The Economist and the Wall Street Journal. For over 20 years he's worked with his team at TopRank Marketing to help elevate the B2B marketing industry through creative marketing programs that deliver more authentic, experiential and inclusive content for brands like LinkedIn, Dell and Adobe. Lee is the author of Optimize and has published over 1.4 million words on his agency's B2B marketing blog. As a trusted marketing thought leader, he has given nearly 300 presentations in 20 different countries on B2B content, search and influencer marketing. When not marketing, Lee is probably running, cooking or traveling.
