Additional research has been released that should erase one more layer of doubt about whether paid search can play a role in branding. Turns out that search lifts brand metrics, particularly when paired with other media. Better yet, post-click lift in search metrics is off the charts, perhaps finally validating my branding effectiveness index (BEI) hypothesis from 2002 that site engagement post- PPC search click would be a great success metric.
In this time of tight ad budgets all around, it's interesting to see just how many people in the online marketing ecosystem are thinking deeply about branding. One might think that there would be renewed focus on very easily defined, easy to justify hyper-measurable direct-response metrics.
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