Brand marketing key to paid search | WARC | The Feed
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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...
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