Why a Strong Brand Is a Search Marketer’s Best Asset

Travelocity: Nonbranded Keywords Only Convert 4% of Searchers

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By Abbey Klaassen

Published: March 15, 2007

CHICAGO (AdAge.com) — For brand marketers using search, a brand name may be their best asset. That’s the finding of a recent Travelocity study, which challenged assumptions around the “portfolio approach” to paid search, a common practice in which marketers buy a wide variety of both brand terms and nonbranded terms — like when an automaker buys its brand terms but also buys “SUV” or “convertible.”Read the whole article