Mia Brennan thinks paid search can be an alternative to traditional branding channels. In paid search campaigns, marketers actively market to people looking for their products. And that's a nice benefit. Still, it might not always work.
Brennan steps through an exercise you can use to help determine if paid search as a branding vehicle is an option for you. She provides pointers on determining what constitutes true marketing and paid search impressions to help reallocate budgets and reorganize efforts.