Microsoft is aiming to prove the branding influence of paid search ads by tracking the impressions and allocating them back to repeat searches, website visits and subsequent purchases. The branding influence of search has long been debated with many believing that there is a branding benefit to be had by appearing high on PPC listings which comes as a hidden benefit to the pure direct return which is often associated with paid search channel.
True branding connoisseurs I’m sure would argue that it isn’t possible to build a brand experience, and certainly a significantly positive one, through 3 lines of text. But the fact of the matter is that a searcher on a generic term will scan the paid search listings (as well as the natural search results) to see who is appearing before deciding which PPC ad to click. So there is surely some conversion attribution to be had from PPC impressions which could then ultimately result in a brand term search and conversion.
This is what Microsoft are aiming to prove. Presumably using similar technology to that which is used by adserving software, placing a cookie on the users computer upon impression which remains in place to allow the tracking of future actions. This technology wont be able to track through to conversion without placing code on the advertisers sites but some may be willing to do this for greater visibility of the impact of paid search impressions on the buying cycle.
The timescales of such a cookie can be all important in this form of tracking in order to gauge its accuracy. Adserving softwares track post impression conversion up to 90 days after the original viewing which is pretty excessive in my view. this is far longer than the normal buying cycle even for a considered product and so it will be important for Microsoft and any advertisers participating to set a realistic timescale in which the impression could have an impact.
The results should be interesting and could lead to more emphasis on PPC if a branding impact can be proven. By allocating both a direct return and a brand impact Microsoft will be hoping that advertisers will be willing to increase CPCs and inflate the cost of sale they are willing to pay, obviously resulting in more revenues for the search engine. I’m sure most advertisers will take some convincing though so the results will have to be pretty impressive.