Keynote: Beyond Short-Term Sales: Building Brand Equity in Search

Traditionally, paid search is thought of as a lower funnel advertising tactic to drive efficiency and conversion, versus upper funnel search terms with higher CPCs and lower conversion rates. Today we will cover how the paid search can be leveraged to drive both brand and sales, with examples of how some of these principles apply to Volvo.
KEYNOTE
Trevor Hettesheimer, Manager, KPI, Analytics, Search, and Planning, Volvo

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