A recent study from Bing Ads focuses on this topic for the travel sector. It suggests that without ads, the organic listing receives 61% of available clicks and the volume of clicks increased by 27% when brand ads were present. While having a brand ad present does cannibalize some of the clicks the organic listing would have received anyway, if no brand ad is present, competitors receive 40% clicks versus only 12% with the ad present. Looking at our clients on Google, which holds a market share of over 90% of searches across our clients, the numbers look a bit more sinister. When no brand ad is present, organic listings receive 30 – 40% of available clicks, with 60 – 70% of clicks going to other organic listings or paid ads by the OTAs. However, with a brand ad present, hotels are able to capture 60 – 70% of available clicks. So how do you get the most out of your brand campaigns? A shift in mind-set is needed to fundamentally change the way you look at your marketing expenditure. Get the full story at Net Affinity