When advertising with search engines like Google Adwords, there are many strategies to successfully converting prospects à customers. When it comes to online advertising goals, there are two main strategies that are used: Branding or Direct Response.
Branding is when your advertisement and subsequent landing page is used to direct users into an “awareness” of your products or services. Branding is a crucial piece of marketing. Everyone wants Buy Now sales in their business, but utilizing a branding method to provide information on a product or service is sometimes even more useful as people are not always in a buying state when browsing the web.