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Search improves branding – Google
Brands that are given the exposure of high rankings in the search engines benefit from increased consumer awareness and brand affinity, according to a new survey commissioned by Google. The Ipsos / Enquiro survey, which uses search data from Europe, aimed to look at the role of branding in search marketing. It found that a prominent presence on search results pages was a significant factor in brand building – being…
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Brand search terms
According to a study conducted by online travel agency Travelocity, brand names work better as search marketing keywords than non-branded terms. Jeffrey Glueck, Chief Marketing Officer at Travelocity, offered this advice while speaking at the IAB's Performance Marketing Forum this week in Chicago. Glueck bases his assertion on Travelocity’s paid search stats – 96% of Travelocity's bookings which came via paid search were from ads using branded keywords. Also, just…
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