Heini van Bergen's Blog

Last week I was reading an article by Aaron Wall on the importance of branding in Search Engine Marketing. Over the last couple of years I’ve seen many examples of companies which could do search advertising with a decent Cost Per Order mostly because clicks on their brand name caused cheap conversions.

The best example of this is the introduction of a new news-paper which we managed. In the pre-introduction period, where you could only do trial subscriptions, the cost per subscription was higher than the actual subscription fee. Once the (offline) media campaign started and the brand became more well-known, we saw cost per subscriptions dropped to less than 10% of the subscription fee.

From this example, and more I’ve came accross, I would definitely say that branding is really important in search. But in the end, it’s all about your objectives and testing what works best for your brand within your selected target group(s).

I’m very curious to read your examples of the synergy between Branding and Search.