Branding Value Of Paid Search
For many marketers in the US and key European countries, search marketing represents a powerful branding tool, justifying why a high portion of the search budget is currently consumed by generic terms. Forrester believes that the "generic ecosystem" can help marketers to build and defend their brand. However, the metrics to measure branding goals achieved with generic terms are still poor today and don't enforce the true brand value. Marketers must define detailed brand goals to truly embrace a holistic paid search brand strategy for increasing reach, capturing early research behavior, and meeting their sales target.