Switching Gears With Paid Search: 6 Steps To Redefining Success For A Branding Campaign

Brand Aid - A Column From Search Engine Land Sweat glistened down his chiseled, tan face. Clad in his trademark gold jersey and black sunglasses, the icon finally put the finish line where it belongs… behind him. Yet despite the obvious missing hardware—his bike—and his dismal 488th place finish, the seven-time winner of the Tour de France considered the race a success. He had his reasons.

Believe it or not, search marketers have a lot to learn from Lance Armstrong. For once, the above race wasn’t about the win. Instead, the fierce competitor laced-up to run the Boston Marathon for another reason entirely: Awareness for Livestrong, his non-profit foundation for cancer survivors. In the process, not only did he shift gears—from acquisition to branding—he also took the time to redefine success. Similarly, search marketers looking to leverage paid search for branding purposes would be wise to do the same.

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