APPLICATION OF THE BRANDFORMANCE APPROACH TO THE EVALUATION OF ADVERTISING CAMPAIGNS
Posted: Sat Dec 21, 2024 4:38 am
In the Paid Search study, we reflected the importance of brand awareness. For example, branded traffic is an order of magnitude cheaper than traffic from transactional queries. Brand awareness directly affects the growth of the conversion rate. Depending on the industry, the total brand effect (the presence of brand demand in search and increased updated 2024 mobile phone number data conversion due to trust in the brand) can provide a multiple increase in the effectiveness of advertising investments.
The Role of Branformance in the Sales Funnel
We recommend
We recommend using the brandformance approach in media planning and in assessing the effectiveness of outreach advertising campaigns. The approach involves taking into account post-view and post-click conversions, measuring brand metrics using brand-lift research. We recommend launching brandformance campaigns in support of search campaigns, which will help increase the volume of brand and deferred demand, and also increase ROAS.
The Role of Branformance in the Sales Funnel
We recommend
We recommend using the brandformance approach in media planning and in assessing the effectiveness of outreach advertising campaigns. The approach involves taking into account post-view and post-click conversions, measuring brand metrics using brand-lift research. We recommend launching brandformance campaigns in support of search campaigns, which will help increase the volume of brand and deferred demand, and also increase ROAS.