Brand marketing key to paid search | WARC | The Feed
The Feed
Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.
Brand marketing key to paid search
Upper-funnel marketing has a significant impact on the performance of paid search, but brands often focus on short-term metrics and last-click attribution when assessing this channel.
Why it matters
While short-term activation can deliver immediate results for brands, brand-building benefits marketers because the strategy focuses on developing a trusted relationship with the consumer over the long term, thus driving sustainable growth.
Brand marketing outperforms performance marketing
- Analytic Partners, the global data firm, found that an emphasis on last-click attribution will inflate the role of search by roughly 30%.
- 30% of paid search, in fact, is steered by brand-led messaging and...
This content is for subscribers only.
Sign in or book a demo to continue reading WARC’s unbiased, evidence-based insights that save you time and help you make marketing choices that work.
Email this content