• by September 18, 2008

Interesting turn of events here at the "Can You Really Brand With Search?" breakout session. The Orkin Man, or rather Rob Crigler, director of Interactive Marketing at Orkin pest control, is quizzing the Microsoft lady and the Google gentleman on why it might be that they found that paid search is better value than organic search.

Part of the answer was the industries studied and part was that it isn't always the case.

Is the Orkin Man a cynic? Perhaps. Crigler says about Orkin's presence in paid search: Our trick is to be there regardless of whatever their pest phobia is, get right message there. People don't say, it's a lovely day, think I'll look for a pest control company. They say, Look, a mouse!

So I Googled "pest control" and, sure enough, Orkin's on top of things there.