Comments on: Brand Lift of Search Marketing Part 2: Brand value of Search by Google http://www.e-channel.com.au/blog/2008/12/09/brand-lift-of-search-marketing-part-2-brand-value-of-search-by-google/ Search, Social Media and Online Marketing Mon, 06 Feb 2012 02:05:48 +0000 http://wordpress.org/?v=2.3.3 By: Mr Angry http://www.e-channel.com.au/blog/2008/12/09/brand-lift-of-search-marketing-part-2-brand-value-of-search-by-google/#comment-233 Mr Angry Tue, 09 Dec 2008 04:43:22 +0000 http://www.e-channel.com.au/blog/2008/12/09/brand-lift-of-search-marketing-part-2-brand-value-of-search-by-google/#comment-233 One more point - unaided brand awareness is only part of a marketer’s role - lets not forget that you still need to close the deal. I am aware for instance of Mc Donald’s and will recall their brand if someone was to ask me to name a fast food store but wouldn’t eat it in a pink fit - no matter how many impressions Google served me on the term fast food. <br> Relevance is and has always been the key to success in search. So if you are going to run an awareness campaign in search measure click through rate – a high CTR is an indication of relevance. One more point - unaided brand awareness is only part of a marketer’s role - lets not forget that you still need to close the deal. I am aware for instance of Mc Donald’s and will recall their brand if someone was to ask me to name a fast food store but wouldn’t eat it in a pink fit - no matter how many impressions Google served me on the term fast food.

Relevance is and has always been the key to success in search. So if you are going to run an awareness campaign in search measure click through rate – a high CTR is an indication of relevance.

]]> By: Mr Angry http://www.e-channel.com.au/blog/2008/12/09/brand-lift-of-search-marketing-part-2-brand-value-of-search-by-google/#comment-232 Mr Angry Tue, 09 Dec 2008 04:33:25 +0000 http://www.e-channel.com.au/blog/2008/12/09/brand-lift-of-search-marketing-part-2-brand-value-of-search-by-google/#comment-232 ROI Models are very important - I think that all advertising should produce a return on investment. <br> The question is of course the time period that you measure in and where the conversion actually occurs. The fact is that not all transactions occur online. Packaged goods (or FMCG’s) decisions are made in store – pointless tracking anything other than impressions and clickthrough. <br> As self-serving as the survey may be – I give it the thumbs up. ROI Models are very important - I think that all advertising should produce a return on investment.

The question is of course the time period that you measure in and where the conversion actually occurs. The fact is that not all transactions occur online. Packaged goods (or FMCG’s) decisions are made in store – pointless tracking anything other than impressions and clickthrough.

As self-serving as the survey may be – I give it the thumbs up.

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