In the word of online advertising, clicks and conversions drive decision-making. Many a seasoned digital marketer scoffs at branding plays as relics of the Mad Man era. Why would performance-driven online marketers launch something so nebulous, so immeasurable, so unscientific as a branding campaign?
Branding campaigns dont seem to have a place in the performance-driven online marketing world, but is that necessarily a good thing?
Branding is often associated with multi-million-dollar TV and print spends. Smaller companies or companies with limited marketing budgets cant launch such massive campaigns, and even for larger companies, that type of spend is often illogical. Luckily, a more efficient method exists online.
It is possible to have high-ROI branding campaigns with measureable results. Search retargeting allows brands to serve targeted display ads to a highly relevant audience, meaning it is possible to launch a branding campaign focused only on the right people.
To read more, head on over to PPC Associates.