Good old Google Gives us Proof of search’s branding value
July 10th, 2008 by Davor
So Google shouts that a pan-European research project into branded search which it commissioned showed that brands that come top of organic rankings raised purchase consideration by 4%. It also mentioned that being exposed to a ranking in the top paid position, with no organic listing on the page, increased purchase consideration 20%.
Personally I would have thought that the organic figure might have been a little higher, however its good news for agencies that have been telling this to clients for years! Spending PPC budget on branded terms makes sense as long as it is part of an overall strategic approach to marketing and it forms only one part of your marketing mix.
A key ambergreen natural search client kills brand PPC at certian times of the year when overall profitability is the KPI and not volume of sales. As a wise man* once said:
“Search doesn’t work in a vacuum”
PPC is only one part of the journey in competitive sectors you must be visible for every search. The research phase from the very generic search through more specific into even more specific still, eventually even the brand. You must understand the buyer behaviour. Go missing at any point in this user journey and so will your conversions…
*That wise man is Grant “Search Oracle” Whiteside!
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