The Brand Value of Search: Beyond clicks and conversions
Cain WangMillward Brown Dynamic Logic
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...