Comments on: Lessons Learned From SMN’s “Paid Seach for Big Sites, Big Brands” Webinar http://www.ppchero.com/lessons-learned-from-smns-paid-seach-for-big-sites-big-brands-webinar/ Heroic Feats of Pay Per Click Management Thu, 18 Mar 2010 12:50:58 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Pete http://www.ppchero.com/lessons-learned-from-smns-paid-seach-for-big-sites-big-brands-webinar/comment-page-1/#comment-27319 Pete Mon, 19 Jan 2009 13:06:37 +0000 http://www.ppchero.com/?p=2443#comment-27319 Thanks Adam, I'm not seeing the spelling error. Maybe I'm just a little dreary on this Monday morning :) Thanks! Thanks Adam,

I’m not seeing the spelling error. Maybe I’m just a little dreary on this Monday morning :)

Thanks!

]]> By: Adam Lucking http://www.ppchero.com/lessons-learned-from-smns-paid-seach-for-big-sites-big-brands-webinar/comment-page-1/#comment-27317 Adam Lucking Mon, 19 Jan 2009 12:26:37 +0000 http://www.ppchero.com/?p=2443#comment-27317 Very good article. However there was a spelling mistake in your title. Lessons Learned From SMN’s “Paid Seach for Big Sites, Big Brands” Webinar... Should be.... Lessons Learned From SMN’s “Paid Search for Big Sites, Big Brands” Webinar. Cheers Adam Very good article. However there was a spelling mistake in your title.

Lessons Learned From SMN’s “Paid Seach for Big Sites, Big Brands” Webinar…

Should be….

Lessons Learned From SMN’s “Paid Search for Big Sites, Big Brands” Webinar.

Cheers
Adam

]]> By: Pete http://www.ppchero.com/lessons-learned-from-smns-paid-seach-for-big-sites-big-brands-webinar/comment-page-1/#comment-27017 Pete Thu, 15 Jan 2009 19:13:02 +0000 http://www.ppchero.com/?p=2443#comment-27017 Good points Greg. I guess I should mention that the webinar outlined four stages of branding, the first being exposure and recognition, followed by - Reinforcing brand awareness Enhancing preferences and favorability (persuasion) Post Sale reinforcement This is a rather simplistic model and doesn't account for other forms of marketing which would be used in conjunction with a branding campaign. That being said, I agree with your thoughts on brand building just for the sake of it. You obviously need to move from just gaining awareness to conversions based on your goals, be it submitting a form, downloading content, or even purchasing a guitar in the case of Gary's Guitar Gallery. And of course, tracking your users is critical to measure your ROI. Thanks for reading! Good points Greg. I guess I should mention that the webinar outlined four stages of branding, the first being exposure and recognition, followed by -

Reinforcing brand awareness
Enhancing preferences and favorability (persuasion)
Post Sale reinforcement

This is a rather simplistic model and doesn’t account for other forms of marketing which would be used in conjunction with a branding campaign.
That being said, I agree with your thoughts on brand building just for the sake of it. You obviously need to move from just gaining awareness to conversions based on your goals, be it submitting a form, downloading content, or even purchasing a guitar in the case of Gary’s Guitar Gallery.

And of course, tracking your users is critical to measure your ROI.

Thanks for reading!

]]> By: Greg http://www.ppchero.com/lessons-learned-from-smns-paid-seach-for-big-sites-big-brands-webinar/comment-page-1/#comment-27016 Greg Thu, 15 Jan 2009 18:58:35 +0000 http://www.ppchero.com/?p=2443#comment-27016 If Gary’s Guitar Galleria is going to use PPC for branding, Gary better have a download, e.g. Guide to Buying Your First Guitar, that he offers in exanchange for someone's Name and Email address, so he can send them his cool newsletter every month, and he better track those micro conversion downloads. Paying all that money just to bring people to a home page or some other page, just for "branding," might be a horrible waste of cash. Maybe Gary should offer a 10% off coupon that's good for three months, where the offer will expire in two weeks, and they have to give Name and Email to get the coupon. I want conversions!!!!!!! And I want to track those micro conversion in analytics and see which are most strongly associated with future sales. If Gary’s Guitar Galleria is going to use PPC for branding, Gary better have a download, e.g. Guide to Buying Your First Guitar, that he offers in exanchange for someone’s Name and Email address, so he can send them his cool newsletter every month, and he better track those micro conversion downloads.

Paying all that money just to bring people to a home page or some other page, just for “branding,” might be a horrible waste of cash.

Maybe Gary should offer a 10% off coupon that’s good for three months, where the offer will expire in two weeks, and they have to give Name and Email to get the coupon.

I want conversions!!!!!!! And I want to track those micro conversion in analytics and see which are most strongly associated with future sales.

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