Comments on: Bidding On Brand Terms

By: The Secret Truth Series #6 – Success Through Negative Brand Keywords | The ClickEquations Blog

Sun, 07 Mar 2010 16:39:48 +0000

[...] is why they really need to be isolated.Should You Bid On Your Brand?The wisdom or necessity of buying paid search on your brand keywords – where you should rank #1 (or at least) very high in the organic results, is often [...]

By: Martijn

Martijn — Mon, 21 Dec 2009 14:55:41 +0000

One of the additional reasons we always run a campaign with brand related terms is to track the amount of views on a brand. Do you see a steady increase of views? This could easily mean your brand is getting more known than before. the effectiveness of branding related marketing activities can also be measured over a long period of time this way.

By: Buying Paid Keywords When Organics Are Free | The ClickEquations Blog

Buying Paid Keywords When Organics Are Free | The ClickEquations Blog — Tue, 17 Mar 2009 13:03:33 +0000

[...] number of people followed up to last week’s ‘Bidding on Brand Terms‘ post and asked how the logic applied to the broader world of buying PPC keywords where you [...]

By: Mike

Mike — Tue, 17 Mar 2009 02:57:15 +0000

Hi Craig,

You've got some great point on brand name bidding - specifically your take on organic & paid conjoined. I actually work in a market where we're not allowed to bid on our clients brand names. What type of strategies would you suggest for this kind of marketplace?

Thanks much!

Mike

By: Mike

Mike — Mon, 16 Mar 2009 22:57:15 +0000

By: Tom Demers

Tom Demers — Mon, 16 Mar 2009 13:19:49 +0000

Good stuff...do you think the same logic applies to queries you rank for organically?

I hear the same counter-argument from clients (why would I PAY for something I'm getting for FREE) and really I think the test above is applicable. The logic should go "if I can increase the volume on a profitable term, why WOULD'NT I?" If I gave you a hundred dollars, then said that if you give me twenty of it back I'll give you another thirty, would you refuse because the first 100 was "free"?

The question, of course, is whether you're generating more overall volume rather than "poaching" natural clicks with your paid campaign.

But yeah good stuff; really enjoy the blog.

Tom

By: Craig Danuloff

Craig Danuloff — Fri, 13 Mar 2009 23:28:20 +0000

Thanks Anil – Good detailed post on the steps to do a brand/no-brand test.

By: Bosilytics

Bosilytics — Fri, 13 Mar 2009 22:30:20 +0000

I once did some work for one of the top brands in the world. Yet, when most people searched for their brand they were met primarily with messages such as #kills.com, dont buy#.com. Their primary brand site was listed #4. As many know, these hate sites had a much more powerfull crowdsourcing and linking power than this traditional rock of a company.

While my attempt at PPC for our product phrases was met with a thumbs down, it took one email and one PPT slide with the # of total times our brand was searched and what people were seeing. I managed a 6 figure PPC spend the next week (only a fraction was spent on the brand terms).

The next day Google looked a little more in the brands favor. No SEO tricks to send through development, no PR campaigns to gain link traffic, No politics surrounding which industries got which terms. Win-Win.

Great article!

By: Anil

Anil — Fri, 13 Mar 2009 19:17:21 +0000

Here is my view that I posted about a year ago

http://webanalysis.blogspot.com/2008/01/should-…