Category: Branding

According to Forbes, the world’s most valuable brands include Apple, Microsoft, Coca-Cola, IBM, and Google, which make up the top five, respectively. As a search marketer, I wanted to put the brands to the test to see how they are using pay-per-click (PPC) and look for any obvious wins or losses in the ad’s visibility. I am focusing on Google AdWords for consistency and simplicity.

When we think of branding, we usually think of traditional media for owning a place in consumers’ consideration set. But not all advertisers have the budget for big brand campaigns, TV, or fancy celebrity endorsers. In fact, many advertisers have been shifting their focus to efforts in the digital realm where consumers are constantly engaging […]