garyp
07-30-2004, 10:10 AM
Buying Brand Keywords: A Case Study (http://www.clickz.com/experts/search/strat/article.php/3387751)
Let's flip the brand power concept on its head and look at the supremacy of branded terms in search engine marketing (SEM). Intuitively, we know brands are valuable search terms. When a searcher looks for information about a brand, she has that brand in mind already
What about marketers who buy brand names as well as generic and competitive keywords? How do the brands perform at every stage of the search-to-purchase process? Interactive agency Digital Marketing Works LLC (DMW) was kind enough to share relevant data regarding one of its clients, the Westin St. Francis Hotel. Though the data is normalized to show relative conversion and return on investment (ROI) instead of exact numbers, results are dramatic. Branded keywords outperform others at every level (see charts here).
Let's flip the brand power concept on its head and look at the supremacy of branded terms in search engine marketing (SEM). Intuitively, we know brands are valuable search terms. When a searcher looks for information about a brand, she has that brand in mind already
What about marketers who buy brand names as well as generic and competitive keywords? How do the brands perform at every stage of the search-to-purchase process? Interactive agency Digital Marketing Works LLC (DMW) was kind enough to share relevant data regarding one of its clients, the Westin St. Francis Hotel. Though the data is normalized to show relative conversion and return on investment (ROI) instead of exact numbers, results are dramatic. Branded keywords outperform others at every level (see charts here).