Tag Archives: Search Marketing

Are search ads really effective?

Are search  ads a waste of money? This isn’t to say that big brands should never invest in search advertising, but they should bear in mind that search ads work best when they alert consumers to something they’re not already aware of.  For instance, Gap might forgo search ads that would pop up when users search the company’s name or its best-known categories, such as jeans, and instead pay to appear in results for categories it isn’t commonly associated with, such as shoes. Continue reading