Got A Brand? Why Aren't You Using Pay-Per-Click?

As the only form of advertising spend that allows ROI to be calculated down to the last penny, paid search naturally was first adopted by the ecommerce community. If you sell something off your website, there is no better way to drive new customers to your site and grow revenues. But, what if you don’t sell anything from your site? Your website is not ecommerce, you are a brand?

The answer is actually very clear, but has yet to be fully understood and effectively embraced by many big brand owners. If you have a brand, you should be using paid-search as a significant means to communicate with your customers.

It is cost-effective, immediate and reactive engagement with your customers – at the instant in time they are actively involved in searching for either your brand or terms you would wish your brand to be associated with. The jury is no longer out, the jury has returned and found the big brands ‘guilty’ of not effectively using paid search to support messaging and engagement vital to brand building and protection.