Comments on: The Secret Truth Series #6 – Success Through Negative Brand Keywords

By: 21 Secret Truths of PPC – The Summary | The ClickEquations Blog

21 Secret Truths of PPC – The Summary | The ClickEquations Blog — Tue, 27 Jul 2010 10:51:15 +0000

[...] the utility of your reports. Segmentation is an equally important part of your organization. Keep brand, head, content network, ego-based, and other keyword groups isolated so that their unique [...]

By: Daily Digest for April 16th | A Blog by John A. Lee

Daily Digest for April 16th | A Blog by John A. Lee — Fri, 16 Apr 2010 23:47:45 +0000

[...] Shared Secret Truth Series #6 – Using Negative Brand Keywords in AdWords | The ClickEquations Blog. [...]

By: Brian O'Connell

Brian O'Connell — Thu, 08 Apr 2010 20:37:36 +0000

Because Google encourages relevant search results, you often pay much less for your brand keywords. In fact bidding on your www.brand.com domain name may only cost a few cents. The closer your brand keywords are to your domain name and company name, the less you will generally pay per click.

By: The Art of Diaper War:PPC Style | Seer Interactive SEO Blog

The Art of Diaper War:PPC Style | Seer Interactive SEO Blog — Fri, 19 Mar 2010 15:22:52 +0000

[...] few days ago I stumbled upon Click’s Equations blog and really liked how they classified different branded terms. Thus, I’m going to use their [...]

By: Introducing One-Click Segmentation in ClickEquations | The ClickEquations Blog

Thu, 11 Mar 2010 04:33:57 +0000

[...] action on important subsets of your account.Brand Keywords Are SpecialAs discussed in our ‘Success Through Negative Brand Keywords‘ post last week, keywords that contain your brand terms and phrases are distinct from your [...]

By: Segment Your Way to PPC Success (Search Engine Strategies Webinar with David Szetela) | Maine SEO Blog

Tue, 09 Mar 2010 19:07:03 +0000

[...] gives full credit to Craig Danuloff and this blogpost for the [...]

By: gube1

gube1 — Mon, 08 Mar 2010 18:06:04 +0000

Very well written post on an interesting subject.
I agree with the “brand halo”-effect you talk about in the secon bullet. We have experienced that several times.

Another reason to bid for your brand is that you can take control over your site-links. Often, the site-links you get in the organic SERPs does not really look like you want them to. But, as you probably know, if your quality score is high enough, you are nowadays allowed to define site-links in your ad.

By: alanmitchell

alanmitchell — Mon, 08 Mar 2010 16:17:36 +0000

Awesome post Craig.

Firstly, nice analysis and explanation of brand searcher behaviour. I guess it's sometimes easy to think all brand searches are the same, but as you point out, they can be very different in their nature and commercial intention.

Secondly, great tip at the end of your post. Using your brand keywords as negatives in your non-brand campaigns (once you have mined your search queries) is a great way to force all brand traffic to your brand campaign, and avoid paying over-the-odds for branded keywords which are being matched to your more expensive, generic keywords. Not to mention better reporting, insight and analysis.

Cheers,
Alan

By: Behind the 21 Secret Truths of High-Resolution PPC | High-Resolution PPC

Behind the 21 Secret Truths of High-Resolution PPC | High-Resolution PPC — Fri, 05 Mar 2010 18:30:26 +0000

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