For KPI which is best Keyword ranking or Brand exposure ?

Hi ActionEstore,

Each scenario is different and you need to consider the needs of your specific market segment to determine how much of your marketing should go towards response advertising/promotion vs. brand awareness/imaging. Generally, it is a good idea to do some of both, but determining the optimal ratio will take some work.

Understanding your customers and competitors are crucial to forming a marketing plan based on a sound marketing strategy.

I will assume, based on your post, that you have no idea where to start. The first step is to research your niche, try to find out what your competitors are doing, particularly the competitors that are having the greatest success. Use that information to form a strategy that fits your personal situation. What are your strengths and weaknesses and how do they compare to your top competitors'?

Do the top competitors in your niche get their new business primarily through keyword search traffic, or are they relying on website branding? Find out where your strengths match their weakness, find out what matters the most to shoppers, those answers will guide you to the correct strategy for you personally.

If you still cannot figure out where to start, try running some tests using PPC advertising. You'll get real answers very fast. Try setting up a campaign targeting your top competitors' brand names, and another campaign targeting product categories and product names. Compare the ROI on those separate types of campaigns to see which provides the best bang for the buck. The answer will be very obvious if you setup your test properly.

HTH