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BtoB

Big advertisers say building brand awareness tops in search for major advertisers

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San Francisco—Large advertisers cite "brand awareness" as the most important objective of their search marketing programs, according to results of a survey just published by Search Engine Marketing Professional Organization.

Seventy-seven percent of advertisers with 500 or more employees said their primary purposed in using pay-per-click ads was to increase or enhance brand awareness.

The survey also revealed that 70% of advertisers at larger companies said lead generation was also an objective, citing it as their secondary goal.

Selling online was tops with 65% of advertisers with less than 500 employees.

The online survey was conducted by Radar Research.

—Carol Krol

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