New research suggests that branded search terms offer the highest conversion rates, but that non-branded terms, when used properly, can significantly impact the outcome of a paid search marketing campaign.

Fully 25% of conversions occurred from users who clicked more than one ad. The highest conversion rate (9.30%) occurred when a user’s first and last click were both on brand terms. However, when the first click was on a non-brand term and the last click was on a brand term, the conversion rate was almost as high (8.73%).

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