How To Measure The Brand Impact Of Paid Search

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.

 

Publication: 
Forrester
Author: 
De Sarlo, Lucia
Document Type: 
Research
Paywall: 
Free

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