This only applies if the advertiser could be better expected to get most of the business from those searches.
If someone searches "nike shoes" they might well get them on someone else's site. Whereas someone in the pizzeria is already buying at the pizzeria.
I agree it's important to measure, but I think your concern is overblown for most companies and most non-branded searches. Assuming those companies are measuring.
If someone searches "nike shoes" they might well get them on someone else's site. Whereas someone in the pizzeria is already buying at the pizzeria.
I agree it's important to measure, but I think your concern is overblown for most companies and most non-branded searches. Assuming those companies are measuring.