A 2014 joint study by Google and IposMediaCT found that when users in their test group were asked to search for a specific category keyword, users in the test group had a higher 80% increase in top main awareness of the test brand compared to a control group (Lam & Verma, 2014). This type of Internet marketing has a major advantage over traditional media: it puts your brand in the minds of consumers at the precise moment they are interested in a product you are looking for.