Yahoo! Search Marketing Senior Director Ron Belanger presents a case study that centers around measurement of brand lift generated from search.

With search becoming available on practically every media-playing device (cellphones, iPods, computers), the search industry has the potential to replace traditional methods of advertising. Marketers are now realizing that during the process of search engine marketing (SEM), another valuable advertising goal is being achieved: branding. The branding aspect of SEM is important, accountable, and should not be overlooked.

Yahoo! Search Marketing Senior Director Ron Belanger presents a case study with a prominent auto insurance carrier that centers around measurement of brand lift generated from aggressive bid strategies on high volume generic terms.

Throughout the study and in relation to prior benchmark data, increases in both brand lift and overlap were clearly identifiable and back-end conversion data supported the increased investment.

In today's session, Belanger will answer the question: Does reaching consumers at the top of the sales funnel translate into increased brand awareness and consideration along the research cycle, culminating in greater conversation against their brand terms?

Additional resources:
View Ron Belanger's presentation.

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Speaker(s): Ron Belanger, Senior Director of Global Advertiser Strategy and Development, Yahoo! Search Marketing

Format: 26:28, 9.37 MB, MP3