Can Paid Search Build Brand?
With the increased acknowledgement of online brand presence, marketers are considering multiple interactive channels to build their brands. We’re wondering, have you considered paid search branding? If so, how are you doing it? And have you found that paid search contributes to your brand’s value/consideration?
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P.S. There is an interesting article in ClickZ (although dated in April 2009) validating that search can build brand lift. In particular, dramatic brand lift occurs after the click. Does this mean that search contributes to building the brand with both impressions and clicks?