Tactics For Leveraging Paid Search To Build Brand Awareness

[mandy]

Everyone managing cost-per-click (CPC) campaigns lives by three magic letters that can make the difference between a friendly pat on the back and a hefty push on the back... out the door. Those letters are ROI (return on investment). Put another way, are you bringing in more money from your CPC campaigns than you are paying out in clicks?

I say "everyone," but maybe I should clarify: everyone who actually has something they can measure their ROI against—be it product sales, lead generation or maybe just newsletter signups. But what if you don't have a hard measurement—what if your aim is purely brand visibility?

How can you get your site to appear in relevant search results, not for any financial gain but to simply achieve even more awareness and exposure for your brand?...

full article: http://searchengineland.com/080505-112958.php