In the past, many marketers have utilized expensive primary research studies to gain insight on new brand messaging prior to campaign launch.  Along with a large price tag, these studies can take upwards of 4 months from start to finish.  Paid search has started to become a cheap and efficient way to get immediate results from the target audience.

Search allows an advertiser to quickly place multiple messages into the market to be able to determine the most effective message based on predefined metrics.  No longer does a marketer needs to develop a 10 minute survey for the panel/focus group to answer, but have a writer spend a few hours to develop ad copy.  Although the messages being tested are limited, as paid search only allows 95 characters, it gives advertisers directive on what calls to action might work better than others.

Using search as a research tool helps marketers better understand consumer’s needs and develop an offering that answers the demand created by consumers.    In addition to being a tool to gauge interest in new messaging, search captures hand raisers and guides them through the purchase funnel, from creating to capturing demand.