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02.14.06
Search
And Branding
 By
Lee Odden
There's an excellent interview at iMediaConnection
with Ron Belanger from Yahoo about the intersection of search marketing and branding.
A good quote from Belanger on the merits of SEO and SEM for branding:
"The first step in the branding story is brand awareness, and search is becoming
the top way in which brands are introduced to consumers. If a company is not there
in search, they will not make it into the consideration set moving towards brand
preference and eventual purchase."
It's an interesting topic and reminds me of a session by Barbara Coll of Webmamma
and Rob Garner of Agency.com at ad:tech Chicago that I posted on: Brand
or Demand search engine optimization. Of particular interest from this session
was a comment from Garner where he cited work he's done that has resulted in higher
organic click throughs as a result of running PPC ads at the same time as organic
SEO, since more screen real estate is occupied. The user has a greater opportunity
for brand interaction.
Another great session at that ad:tech show concerning search and branding was
"Paid
Search Branding and Tools" where Cheryle Pingle, Founder of Range Online Media,
gave some good reasons why paid search is an effective branding tactic:
* Impressions are free
* Targeting audience to lift sales online and offline
* Adds credibility to brand because users associate top ranking with credibility
Pingle shared a case study showing how a laptop manufacturer ran a PPC branding
campaign which resulted in lower overall CPC and an increased average order size
of over 20%.
About
the Author:
Lee Odden is President of TopRank Online
Marketing. He publishes daily search engine news on the Online
Marketing Blog and also writes regular search marketing articles for AllBusiness.com,
Lockergnome.com and Practical eCommerce Magazine. |
