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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 20. Branding metrics for SEM

Search marketing is generally considered a direct marketing medium. However, consumers use search throughout their decision-making process, making it critical that marketers take a more holistic view of their behavior. Through the use of metrics that correlate with eventual purchases, marketers can apply the rigorous trackability of consumers’ post-click behavior to make sure budgets are spent effectively, not just to harvest existing demand, but also to influence future buying decisions.

Brand marketers already have an advantage in their ability to maximize the volume of clicks received from both the algorithmic and PPC search engines. But it’s not all roses. When it comes to using metrics to measure ...

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