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

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Truth 22. Branding opportunities in keywords

Some brand marketers are already involved with search, but those new to the medium should enter and buy listings to enhance their on- and offline branding campaigns. For some of the largest brands, inventory levels for most search words directly attributed to their brands are quite low. Even Coke and Pepsi see only monthly searches in the 100,000 range for their brands, and nearly none for generic terms such as “cola” and “thirst quencher.” Even if Click-Through Rates (CTRs) reach 10%, search spending and the total impressions represent only a comparative drop in brand marketers’ buckets.

One way to expand a campaign is to associate brands with the problems they solve or attributes they want ...

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