Paid Search As Alternative Branding Move
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.