Want Branding With That?
Want Branding With That?: "In 2001, NPD Group examined the effectiveness of three types of search engine ads: search listings, banner ads, and the tile ads next to search listings. The search listings were read and clicked significantly more often than banners or tile ads, and they also produced more sales. Conclusion: Search listings provide more brand awareness than any other ads in a search environment...Every time your listing shows prominently in the SERPs, branding takes place. You can achieve better branding when you ensure that all your ad elements encourage maximum awareness upon click-through to your landing page.
There are two major factors of importance in an SEM branding campaign: your branding message on the results page (Title/Description or Paid Text Ad) and your call to action on the landing page.
How do you measure the effects of branding in a search engine marketing campaign? A web analytics program can do more than simply report statistics. These systems for compiling data will analyze your web logs to effectively manage your SEM campaign and measure your brand effectiveness. Below are some of the data points that can be used to measure the brand impact of an SEM campaign.
Average Time On Site: The longer your visitors browse your site upon arrival from a search engine, the better chance you have for future conversions.
Page Views Per Visitor: The more pages your prospects visit and read, the greater the odds of communicating your marketing message. This contributes to branding awareness.
Path Views to Registration or Subscription Sign-Ups: This is the same as the visitor giving you permission to form a business relationship. It starts a dialog and allows you to continue building your brand, moving the visitor closer to conversion.
White Paper Downloads: The more interest is shown in your products/services, the more branding takes place, and the user moves closer to conversion.
Navigation Report: This shows where visitors go next, pointing prospects to distributor or retailer sites. When search listings result in a click to a seller site, there is likelihood of purchase and proof of branding...
Maximizing Branding Efforts
With such value in your search listings, it’s wise to extend your branding efforts through well planned SEM campaigns. The coordination of SEM and advertising expertise ensures that all critical ad elements work together for both conversions and the elevation of your brand."
posted by Jen @ 10:21 AM
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