A new report from online travel booking service Travelocity recommends that search marketers concentrate on brand names and branded terms as keywords, writes AdAge.
The report casts the practice of buying non-branded industry or product-related terms in a suspect light. Doing so is, according to the report, an ineffective use of search marketing money. Unbranded terms have lower conversion rates than their brand-name brethren.

Travelocity points to its own experience, showing that only four percent of its bookings originate with searches for unbranded terms or phrases.

Ultimately, Travelocity CMO Jeffrey Glueck says, it's up to marketers to determine what's working for them and not be guided by search engines that have a vested interest in selling "portfolio" keyword packages.