Branded vs. Non-branded Search Terms and their effect on conversions

[mandy]

Article discusses the effect of using branded and non-branded search terms and their effectiveness in driving traffic and conversions

New research suggests that branded search terms offer the highest conversion rates, but that non-branded terms, when used properly, can significantly impact the outcome of a paid search marketing campaign.

The research, done by search marketing firms 360i and SearchIgnite, looked at than 3.9 million users and 5.1 million clicks during the first quarter of 2006. The study focused on e-commerce retailers who had active search marketing campaigns in place...

Fully 25% of conversions occurred from users who clicked more than one ad. The highest conversion rate (9.30%) occurred when a user's first and last click were both on brand terms. However, when the first click was on a non-brand term and the last click was on a brand term, the conversion rate was almost as high (8.73%)...

full article: http://searchenginewatch.com/searchday/a...hp/3608456
download the study: http://www.360i.com/pr-05-17-06-click-pa...sion.shtml

[regic]

After you read that read this article on strategies for using search for branding:

Branding through Search: Strategies & Tactics

Savvy search marketers are increasingly leveraging search for branding purposes, and not as an afterthought, but deliberately blending both old and new strategies & tactics...

As you dissect current campaigns online, and you find-or design-these four elements, you'll be looking on a solid online branding campaign:

1. Consistent creative messaging
2. One landing page collecting visitors from all media
3. Media or keyword buys in generic product or industry spaces
4. No specifically strong calls to action or promotions

full article: http://searchenginewatch.com/searchday/a...hp/3599936