Few Shops Practice Paid Search Skills

NEW YORK Using paid search to market brands is so fundamental that it’s self-evident. However, that’s not necessarily the case when it comes to building agency brands.

Adweek found that few of the 56 agencies assessed in this year’s Report Card evaluation have bought sponsored links tied to their names on Google. In fact, just five– AKQA, Campbell-Ewald, DraftFCB, iCrossing and JWT — have sponsored links on Google. The rest have no such links, though their Web addresses generally appeared at or near the top of each search.

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