The Brand Value of Search: Beyond clicks and conversions

Cain Wang

This research shows that mere exposure to paid search results (not necessarily clicks) can help build brand equity.

The Brand Value of Search: Beyond clicks and conversions

Cain WangMillward Brown Dynamic Logic

INTRODUCTION

Online media has experienced an explosive growth in the past few years and search has been a key component. Although the Internet is considered as the most accountable media, the question we face now is: Is it really fair to measure search’s contribution by the traffic it generates to campaign sites or official Web sites using ROI metrics like CPC, cost-per-acquisition (CPA), or cost-per-sale (CPS)?

We believe that, in addition to intermediate metrics (e.g. click rates), more attention should be paid to a key...

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