How To Measure The Brand Impact Of Paid Search

July 26th, 2011

Lucilla De Sarlo

With contributors:

Nate Elliott , James McDavid

Summary

Interactive marketers consider branding one of the key objectives of their search marketing program; but few of them apply methods to understand the brand impact of search. Rather than focus only on sales metrics, search marketers should strive to use survey methods for measuring brand impact wherever possible and should supplement this survey data with secondary online metrics like impressions, web analytics, and listening data.

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