What Every Multichannel Merchant Should Know About Paid Search Performance Audits

These are great terms enjoying high sales at a low cost, but the sales likely aren’t incremental. When searchers type your brand into a search engine and then follow up by clicking on a paid search ad tied to your brand, they’re using the search engine like a White Pages lookup (“Get me to Lands’ End!”) vs. a Yellow Pages lookup (“Where should I buy a blue men’s oxford shirt?”). This traffic reflects your brand equity built up from years of catalog mailings — from positive word-of-mouth, magazine ads, returning customers and so on.