Branding effect of PPC quantified?

[shorebreak]

Hi there,

Does anybody have data or reports discussing the quantitative analysis of any branding effect resulting from PPC advertising on Overture and/or Google?

I've read alot of articles wherein industry pundits talk about the brand value of PPC above and beyond the direct response value, but I'm wondering if there's any hard data out there. Ideally I'm looking for case studies or analyst research reports that quantify the value per click to a brand marketer of CPC advertising.

Thanks in advance!

[seth_wilde]

I've haven't seen any real data on PPC branding. I think in the past people have looked at branding as a positive side effect of ppc advertising rather than looking at PPC advertising as a requirment of a branding campaign.

Generally when you run a branding campaign your looking to increase awareness as well as create favorable impressions and build loyalty. I think PPC advertising does a good job on the awareness side, but is a little weak (compared to other options) for the other goals.. I think it can be a powerful tool for branding campaigns. But should be used as a supporting player rather than the staring role.