Google and Heineken Study Search for Branding

This week Google released some findings from a test Google Netherlands conducted with Metrixlab, Heineken, and Heineken’s agency Twist. They set out to find what effects paid search ads had on branding, and were quite pleased with the results.

The idea was to compare the effectiveness of search against other media as well as look at the interaction of search with those other media. They measured the impact of Heineken’s “Jouw Heineken” campaign, which led consumers to jouwheineken.nl, where they could design custom beer bottles for purchase. In addition to search, they used TV, online display ads, and YouTube.

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