Google announced a new study they are behind with Ipsos MediaCT where they show how search ads not just improve conversions but also improve brand awareness, or as they call it “top-of-mind” awareness.

The average of 6.6 percentage points but it can range from 8.2% to 14.8%. Here is the info graphic on the study:

How did the study work? Google explained:

Now, the phrase top-of-mind, I believe was coined by Dana Todd back in 2004 as the slogan for SEMPO. So the phrase is ten years old now.

For more details on this study, see this page.

Forum discussion at Google+.