Linkopedia

Online Branding: Out of the Direct Response Shadow: "demand for paid search increases keyword bid prices, making participation increasingly expensive. Conversion rates are unlikely to rise at the same rate, so the channel is slowing and becoming less cost-effective. As this trend develops, balance will be restored between cost-per-action-based buys (e.g., search) and CPM-based impression buys. The two primary online advertising objectives, direct response and branding, will then coexist in more equal harmony."

SEO for branding.