You may have a client, or you may be a client, asking the question, should we spend more on branded or non-branded terms? Like anything in PPC, it depends on the industry, the type of product/service, what your competitors are doing, how your PPC account is currently set up, etc. Having worked with a variety of clients, I have seen a wide range of strategies. Two opposing … [Read more...] about The Missing Ingredient to Your PPC Strategy: Non-Branded Campaigns
Search Results for: branded
Using Search Funnels To Measure Branded Performance
Last week we touched on the importance of search query reports to measure the value of branded campaigns. Today, we're going to look at another important feature, search funnels. Search Funnels AdWords conversions are attributed using a last-click model of attribution. This means that the keyword that was last clicked is given credit for the conversion in AdWords. This … [Read more...] about Using Search Funnels To Measure Branded Performance
Easy Ways To Measure The Value Of Branded Campaigns
Pay-per-click brand campaigns have many benefits for advertisers. The messaging can be controlled and they also provide a great way to increase customer engagement. Brand campaigns can be rolled out on a strategic schedule driving to interactive landing pages that tell a story and persuade audiences. These purchase decisions also tend to be more emotional vs. rational for … [Read more...] about Easy Ways To Measure The Value Of Branded Campaigns
Easy Ways To Measure The Value of Branded Campaigns
It's a common occurrence for clients to question the value of brand campaigns. From their perspective they often see a brand campaign as being spend that cannibalizes conversions from the organic listings. We have covered many times on PPC Hero why brand campaigns are important, so I won’t get into selling the importance of the branded campaign. I will cover how you can measure … [Read more...] about Easy Ways To Measure The Value of Branded Campaigns
SCHEME: The Easy Acronym For Pitching Branded PPC
We’ve all heard (or feared) our clients doubting the importance of using branded terms in our PPC efforts. The questions commonly revolve around “Why would I pay for these clicks if they are already trying to find me? Won’t SEO pick them up?” Today we will refute this argument for the last time, so that you can say with all certainty and clarity that the concerns are far … [Read more...] about SCHEME: The Easy Acronym For Pitching Branded PPC
Branded vs. Non-Branded Keywords – Worth It To Budget for Both?
A company’s brand is defined by many things – the people that make up the company, the clients or customers that company serves, the mission the company sets for itself, the messaging that brand uses to market itself…along with a much longer list of other factors. Splitting out that last piece about how the brand goes to market, they have to determine which marketing channels … [Read more...] about Branded vs. Non-Branded Keywords – Worth It To Budget for Both?
5 Reasons to Start Bidding on Branded Terms (If You Aren’t Already)
As we start to wrap up 2012, I wanted to take some time to publicly address a question and concern that popped up rather often this year: bidding on branded terms. I know there are believers that this strategy is a waste of marketing budget and I understand where they’re coming from. That said, I also feel like the data and research that has been published over the last year or … [Read more...] about 5 Reasons to Start Bidding on Branded Terms (If You Aren’t Already)
How Branded Image Ads Can Lead To Offline Sales: An Anecdote
As I walked down my hallway last night, my cat ran in front of me and darted into the laundry room, where we keep her food bowl. She looked up at me and meowed loudly as she stood over her empty bowl. I reached up for her food bag only to remember that I'd used the last of it that morning. Since I've recently moved, I haven't staked out my favorite pet store yet. As it's past … [Read more...] about How Branded Image Ads Can Lead To Offline Sales: An Anecdote
Bidding on Branded Terms
The other day I got the question if someone should bid on their branded term even if they are already in the number one spot. This is a question that I get asked a lot. Should I be bidding on my branded terms when I own the space and no one is bidding on them? A big misconception in the PPC worlds is that you don't need to spend money bidding on your brand name. Most … [Read more...] about Bidding on Branded Terms
Co-Branded Facebook Ads
Not everyone has a brand that’s both instantly recognizable and loved. That’s not to say your brand doesn’t have its own fans, just that it may not inspire a smile of instant recognition and interest. That works against you when it comes to display advertising. And one solution to this is to crib the cool-factor from another brand in order to plug your promotion. It’s not a … [Read more...] about Co-Branded Facebook Ads
Don’t Forget Your Branded Keywords and Then Some!
Adding different variations of your branded keywords can greatly increase your traffic, leads and sales. I have two concrete examples of this technique that have worked for me in the past. In the chart below I’ve documented five weeks of testing by adding various branding keyword terms half way through. You’ll see that in the first three weeks, I only have one … [Read more...] about Don’t Forget Your Branded Keywords and Then Some!
How Top of Funnel Paid Search Advertising Can Be Effective
Imagine a world where you could appear at the top of the SERP as soon as someone has an issue your product or service can solve. Historically PPC has been pitched to businesses as a lower funnel and solely a conversion-driving strategy. It still is. It’s great at doing that, but can PPC successfully drive awareness? The answer, in many cases, is that it can… What is … [Read more...] about How Top of Funnel Paid Search Advertising Can Be Effective
