PPC Lab » branding http://www.ppclab.com The real deal on paid search and PPC advertising Wed, 16 Jun 2010 17:30:36 +0000 en hourly 1 http://wordpress.org/?v=3.0.1 Should You bid on Branded Terms? http://www.ppclab.com/2007/03/should-you-bid-on-branded-terms/ http://www.ppclab.com/2007/03/should-you-bid-on-branded-terms/#comments Tue, 20 Mar 2007 20:04:00 +0000 Evan http://www.ppclab.com/?p=61

The question of whether or not an advertiser should bid on branded terms is a debate that has been going on for a while. The argument against it is the fact that Google is doing such a good job ranking branded terms that its not needed to bid on them.

Well, Johnathan Mendezs has a 3 part post with an overly-elaborate study trying to answer the branded terms question. It is an interesting read, but I think a big unnecessary. Branding terms are some of the cheapest and highest converting terms you can bid on, not doing so would be relying too much on Google’s organic ranking algorithms.

Any good marketer will tell you they want to maximize exposure to a targeted audience. How can branded terms be any more targeted?

To help you understand the process I broke it down into two simple steps:

  • 1. Bid on Branded terms
  • 2. Profit!

    :)

    ]]> http://www.ppclab.com/2007/03/should-you-bid-on-branded-terms/feed/ 0 Branding Strategies for PPC http://www.ppclab.com/2007/02/branding-strategies-for-ppc/ http://www.ppclab.com/2007/02/branding-strategies-for-ppc/#comments Mon, 05 Feb 2007 20:25:00 +0000 Evan http://www.ppclab.com/?p=46

    I have about 10 tabs open in my FireFox that I’ve been meaning to post about for ages so I am hopefully going to catch up on this in the next week or 2.

    With that said, Scott Woodard, not recently wrote a good article on MarketingPilgrim going over some PPC branding strategies that everyone should implement. He covers concepts such as bidding on your domain name, its misspellings and navigational type searches for your name but I would like to add a few additional points that I like to use:

    Bid on your phone number and address – these will obviously be extremely low volume words but if someone does happen to search your phone number or address you want to be found. Isn’t the whole point of branding is to build a reputable presence, you do this by being found when people are looking for you.

    Bid on key employees names – this doesn’t apply to everyone but if you have some popular people in your company or those who act as a spokesman for your company and industry, be sure to bid on their name.

    Bid on competitors names – Bidding on your competitions name is sometimes viewed as an unethical practice but it really is a good way to increase exposure for your brand. Sometimes companies will have their names trademarked and won’t like other people bidding on their terms but I have found that 7 times out of 10 this is not the case. *Warning, this practice could bring on negative attention, it is not for everyone.

    Using these few tactics along with the ones Scott mentioned, you should be able to implement an affective branding campaign. The best part of an affective branding campaign is that it should be very doable on the cheap.

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