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I am working on a SEM project. One of my objectives is to growth the brand awereness of the company i need to define the KPI, which ones are they?
I am a bit basic and i decided that if an #*$!% of the users type our brand name straight onto their browser that means they know us, am i right?
Any suggestions on how to measure it (properly)?
you might also consider periodically monitoring what the SERP's are saying about your brand. its not just about ranking in top 2 positions for your brand keywords, but what do results 3-20 say about you? are the listings accurate, relevant, positive?
you could run a exit survey on your site that is triggered by users who came through a SERP. if you can get the right adserving logic built in, you might even be able to qualify only users whose search query contained your brand.
Ask them questions geared to understand how they found you, what they were looking for, what is their opinion before/after the visit, etc...