ClickZ: Yes, Virginia, There Is SEM Brand Lift

In his second column concentrating on new findings that search keyword advertising has a big effect on branding, Kevin Lee points out that even for the largest brands, there simply aren't many searches being done. Coke probably couldn't spend more than a few thousand dollars on its own brand as a keyword. "Cola" wouldn't even move the needle. Lee suggests that these brands develop an evolving set of keywords based on current events and their existing sponsorships. Leveraging its "American Idol" sponsorship, for instance, or its NASCAR properties might produce good keywords off of which branding can be won.