The concept of SEM (Search Engine Marketing) is nothing new and no one can deny from the fact that these practices not only apply to direct response advertisers but also to brand advertisers. But, since many years, there is a continuous rivalry between traditional catalogs and cost of clicks i.e. print media and internet media.
Many companies with big branding backbones who resolutely relied in TV, Newspapers or other media advertising, found it hard to adopt new SEM practices. Undoubtedly, these paper catalogs were found to be comfortable and many of the big brands kept investing on such horrendously broken programs without any rhyme.
Now, let us understand how branding campaigns should be designed.
When the question is entirely about a brand-building program, one cannot turn a blind eye towards the value determination. So far, people are found to be comparing CPMs (cost per impression: the online commercial cost per thousand views) with print or TV media, which is more likely comparing the nutrient of apple with orange; simply a joke.
Let us clear here one thing, that there is vast difference between CPM (cost per impression) VPM (value per impression). To espouse our views, let us take an example of a TV advertisement of 30 second, where one will be getting idea about one single product and a website text posting with 20 text links or blocks. Anyone can imagine the approach both of these will make. If one is relying totally on a TV commercial or a direct mail printing concept that are based on locations and geographies, one will be reaching less customers. Whereas, if one is advertising his brands through new SEM practices, one will actually be targeting users from all ends and not only those who are regionally or demographically targeted.
Therefore, the success of branded search campaigns depends on the extensive workout done for those before launching them. The decisions for these campaigns cannot be arrived only by considering some traditional method and ignoring the latest, a wide approach has to be considered.