Even if a business owns the first organic search result for its brand, they should not neglect paid advertising for a very simple reason. If that business doesn't take care of its brand in paid search, they can be certain the competition will. That's the advice from Google's Susan Minniear, Vertical Operations.
Her
She also cited an eMarketer report on brand keywords and conversion rates. It showed a brand keyword conversion rate of 6.5 percent, compared to non-brand conversions of 1.7 percent. As a final point, Minniear said there is value in a diverse message.
"People respond to different types of messaging. Perhaps some are looking for basic information regarding a product, leading them to click on a natural search result; others may be seeking promotions, and are more likely to click on an ad," she said. Bottom line, both organic search and paid search are important. ---
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Organic Search Lead Not Enough For Google
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