Organic searches may not be enough

Firms should look to invest in paid search advertising, even if their brand term is already ranked number one in organic searches.

According to Susan Minniear, from Google's Vertical Operations department, paid searches can help advertisers to take full control of their online marketing strategy.

She said: "The position of your brand on the page can fluctuate and you cannot control the message that consumers see. Paid ads allow you to shape your brand's message exactly as you choose."

Ms Minniear also pointed to a report by eMarketer which stated brand keywords have a conversion rate of about 6.5 per cent, compared to a non-brand conversion rate of 1.7 per cent.

Paid search advertising was also recommended, as firms could place an advert under a rival company's brand term.

"If you're not [investing in paid search advertising] and your competitor has an ad show up with a compelling offer, you could likely lose a customer."

She also claimed: "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."

A study by Hitwise revealed that about 15 per cent of consumers carrying out brand-related searches end up visiting to rival websites.

Back 28.02.2007.