In a Yahoo!/MediaVest study, reported in Ad Age, sponsored text ads (Pay-Per-Click) increased BRAND AWARENESS by 160% for consumer packaged goods type products. These search marketing ads had a HUGE impact on brand awareness, etc… EVEN on consumers who DID NOT click!
But, wait, if it works here, why doesn’t it work elsewhere? It does, I would argue, work the same across the board for ALL retail products. Consumers basically ignore most non-targeted display advertising… the traditional method for brand building online, but, search is relevent and targeted, therefore consumers are MUCH MORE aware of the page content than they are on a typicall web page.