How to Quantify Brand or Engagement Marketing With Paid Search

Paid search has long been the domain of direct response advertisers. The ability to track sales and signups back to individual ads and keywords, along with the ability to quickly change bids and creative messaging, makes search engine marketing (SEM) ideally suited for the direct response crowd.

But what about advertisers who aren’t directly selling anything online and are more interested in engaging users and building brand affinity? How do you focus your paid search efforts on bringing in a new audience, creating active users and exposing more of what your company does to increase true affinity?

Read full article here: How to Quantify Brand or Engagement Marketing With Paid Search
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