Internet branding via search engines

Advertisers have always been interested in the process of ‘branding‘ their product - traditionally through hammering their corporate image into an indiscriminate public over the broadcast media.

Most however, have yet to embrace the realm of online branding. Early models of online branding campaigns basically consisted of a companys logo appearing on various webpages or pop-up boxes. While these type of banner ads are still fairly common today, more sophisticated techniques for online branding are now emerging.

Search engine branding is becoming one of the most popular outlets - especially for small to medium sized businesses. Part of the reason for this is that advertising on search engines does not cost for impressions but only for clicks which actually redirect users to the advertised webpage.

Even without a huge advertising budget, this means a business can receive an unlimited number of ad impressions (increasing brand awareness) but only have to pay for genuinely interested leads.

Although the actual effects of this impression branding can be difficult to measure - many advertisers believe they are gaining significant brand value from this free form of advertising.