Last week's Think2010 post discussed the need for advertising to be relevant, welcome information that adds value to a customer as he is performing a task or pursuing an interest. But as you think about your 2010 search strategy, make sure to think about the value of search advertising beyond conversions. Be sure to recognize the brand value of search.
As consumer confidence returns, this means you can use search advertising to ensure your brand is top of mind, appropriately positioned, and in a customer's consideration set. Some customers may not be ready to convert at this moment, but search advertising can increase their affinity and consideration for your brand.
Hear about the brand value of search and additional advice for getting ahead of the recovery from Bonita Stewart, Managing Director, US Sales:
Stay engaged with additional perspectives and resources for our Think2010 series at www.google.com/think2010.
