Being Seen Matters...Even in Paid Search

Daniel Yonts

All ads, no matter how small, can influence brand awareness. Even in search, being seen is just as important as getting clicks. Being seen generates Brand Activity, which includes direct entries and brand searches. Prospects don't go to a site a search for a brand without previous exposure to a brand. Brand Activity drives the majority of online conversions for B2B and B2C websites.

A high click-thru rate (CTR) limits the number of times an ad is seen -- limiting the ability to build brand awareness. What's worse, CTR-focused ads often don't contain the brand name -- in an effort to inspire clicks. Thus, CTR focused campaigns waste every exposure and assume that branding can only occur via a landing page. Also, this approach is less likely to disqualify non-buyers -- ensuring low quality clicks.

Being seen in paid search increases brand lift

Ad exposures drive brand activity

About Daniel Yonts

Daniel Yonts is a leader in Digital Marketing and Technology. He's led the Digital efforts of national retailers, distributors, manufacturers, tourist boards, financial services companies and government. Daniel has taught Advanced Internet Marketing Strategies at the graduate level and his work has appeared in books, industry publications and the results of clients. His passion is helping companies and professionals to succeed online.

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