7526 1 3 econsultancy_xml <p>Chief marketing officer Jeffrey Glueck <a href="http://adage.com/digital/article.php?article_id=115594">told</a> Advertising Age: </p> <blockquote> <p> <em>"For us, we can take a loss on nonbranded terms like 'Hawaii vacation' -- but not much of a loss. [It is a] profound mistake by all of us to think we've figured out how to measure ROI on search. We're in stage one."</em> </p> </blockquote> <p>If the rule can be extrapolated across the industry, it would mean marketers at an anti-perspirant maker should purchase ads for <em>"lynx"</em> but not for <em>"deodorant"</em>, <em>"anti-perspirant"</em> or even <em>"bowchickawowow"</em>.</p> <p>Glueck cites a 360i study that found marketers spend just 5% of their ad spend on brand name search ads - but that they drive 80% of their search marketing profit.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>Chief marketing officer Jeffrey Glueck <Link URL="http://adage.com/digital/article.php?article_id=115594" Window="New">told</Link> Advertising Age: </Paragraph> <Block> <Paragraph> <Quote>"For us, we can take a loss on nonbranded terms like 'Hawaii vacation' -- but not much of a loss. [It is a] profound mistake by all of us to think we've figured out how to measure ROI on search. We're in stage one."</Quote> </Paragraph> </Block> <Paragraph>If the rule can be extrapolated across the industry, it would mean marketers at an anti-perspirant maker should purchase ads for <Quote>"lynx"</Quote> but not for <Quote>"deodorant"</Quote>, <Quote>"anti-perspirant"</Quote> or even <Quote>"bowchickawowow"</Quote>.</Paragraph> <Paragraph>Glueck cites a 360i study that found marketers spend just 5% of their ad spend on brand name search ads - but that they drive 80% of their search marketing profit.</Paragraph> </FormattedContent> 2007-03-19T08:26:00+00:00 0 1 econsultancy_xml <p> <strong>Brand names function better as search marketing keywords than non-branded terms, according to a study conducted by online travel agency <a href="http://www.travelocity.com">Travelocity</a>.</strong> </p> <p>The company found that only 4% of its bookings came from ads bought on un-branded search terms, suggesting Travelocity's own brand name is responsible for 96% of its business.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Brand names function better as search marketing keywords than non-branded terms, according to a study conducted by online travel agency <Link URL="http://www.travelocity.com" Window="New">Travelocity</Link>.</Emphasis> </Paragraph> <Paragraph>The company found that only 4% of its bookings came from ads bought on un-branded search terms, suggesting Travelocity's own brand name is responsible for 96% of its business.</Paragraph> </FormattedContent> false 938 362883 Travelocity bets ad budget on brand search false 2007-03-19T09:42:00+00:00 travelocity-bets-ad-budget-on-brand-search 2009-04-28T22:45:00+01:00 2009-04-28T22:45:00+01:00 198