Marketers are increasingly turning to search advertising as a way to learn more about their brands and how they can better connect with consumers. L'Oréal Paris, for example, used search to reach a wide audience looking for information about the popular “ombre” hairstyle in 2012. At the time, this hair treatment was only done in salons, but L'Oréal Paris saw the potential in a home market product and it developed one in just a few months. The brand then created YouTube content devoted to the topic, got widespread press coverage, and owned the search for the term—all of which established brand awareness. In the end, the people who had alerted L'Oréal Paris to the trend saw search ads that linked to helpful information, at the moment when they needed it.

While search ads haven’t typically been part of the brand marketer’s toolkit, some like L’Oreal Paris are catching on to their value in building brand awareness. A recent Google/Ipsos MediaCT meta-study showed that search ads drove an average increase of 6.6 percentage points in top-of-mind awareness, from 8.2% to 14.8%—a lift of 80%.

 A new article on Think with Google looks at how brand marketers are understanding and and connecting with audiences using search. Check out the full collection for more details on the research, case studies and a guide for marketers on how to use search for brand marketing.