On branding and search ads Google Groups : SEM2Does anyone have any stats or anecdotal evidence that shows how much a brand influences CTR? That is, if I'm running a split test on Google for
two companies and everything is the same except for the headline and URL (let's say one says, "Target Jobs at target.com/careers" and the other
says, "Hanapin Jobs at hanapin.com/careers"), how much of a CTR difference can I expect?

I don't have any "stats" but I can tell you from working in direct marketing for 20 years that the brand has more to do with end conversion
than initial CTR. Initial CTR is about copy and offer, closing the deal and end conversion is affected by brand, because brand is about "trust".
There is no "personal cost" to click on something. There is a personal cost to buy / commit to something, and that is where brand kicks in.

Given equal creatives, the click is a "question", e.g. "I wonder if I can trust these people?" The answer to that question is affected by landing
page copy, and if you have a "brand", the copy is more trustworthy - that is, if the brand is a trusted one.

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