To what extent do you believe paid search is getting credit for traditional brand marketing?
This was from a call I had with a home care agency earlier this week: I think Google Ads gets credit for brand marketing more than anyone brings up. Performance marketing is almost always easier when you're doing it for a provider that does brand marketing well. It never became clearer than when we started running the same exact campaign for startup home care agencies that we were running for home care agencies that were also doing TV, outdoor, radio, etc., only to see a massive difference in the results. The same Google Ads campaign that was delivering a $35 CPA for Home Helpers franchises was delivering $300+ CPAs for new, independent home care agencies in adjacent markets. Same campaign. Same landing pages. Only variable: brand and reputation. On the surface, however, Google Ads looks like this amazing channel that basically prints money for these franchise owners. Truth is that without that brand marketing, we'd be looking at significantly higher conversion costs.