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Branded Terms in Search Results: Pre-Mapping in Action

on 12 Jul  Posted by Admin  Category: Internet Related  

by Gord Hotchkiss
http://www.enquiro.com

Two separate occurrences in the last little while have leant credence to a behavioral occurrence we've seen in many of our studies.

First, I was sitting in on a meeting where an agency (not ours) was reporting on the performance of their sponsored search campaigns and was ecstatic with the performance of their branded term phrases, which were outperforming every other keyword bucket both in terms of click-throughs and conversions. While giddy with delight, they were at a bit of a loss to explain why.

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