Internet Marketing

Do You Target Your Own Brand's Keywords?

  • Paul Reply

    It's a controversial topic online. Should we target keywords and display PPC ads for our own brand names that are already at the top organically?

    It seems like it could be a big waste of money. However, some people argue that the extra screen real estate is worth it, especially when using ad extensions like site links. I'm on the fence but leaning towards using this strategy.

    What do you guys think?

    12/14/12 at 10:55 AM (4362)
  • Dave Reply

    Well there are 2 ways to look at this. One of the big advantages is as you point out Paul (More Real Estate!!!), but the argument against this is that people who are searching for branded are probably already looking for something they had researched prior to searching for the branded term.

    This probably makes sense for some clients especially because the CPC's tend to be low since you are literally the most relevant ad for the query.

    Anyways, the point when this becomes a necessity is when other brands start advertising on your terms. Then in order to regain ownership, you will need to open the pocket book as those ads all of a sudden become scary when they are above your organic listing.

    12/14/12 at 11:03 AM (4364)
  • Paul Reply

    Well put, Dave. I'm going to keep that in mind and make sure to search branded keywords for clients to see if any competitors are trying to squeeze in. Thanks for your input!

    12/14/12 at 11:09 AM (4367)
  • Josh Reply

    All very interesting points, thanks guys. I'm sure it's different from one situation to the next, but it's always beneficial to weigh all view points.

    12/14/12 at 05:31 PM (4370)
  • Eric R Reply

    I usually build out a campaign specifically for brand term (your own brand), because like Dave said; the CPC's tend to be lower, and it's good to keep competitors out of your space.

    It's like buying into a subway franchise (i'm hungry, so food came to mind) and setting up a new shop on main street. You have the opportunity to buy the place across the street for cheap, so you need to figure out if you want to do that, or let McDonalds move in and take traffic away from you.

    If you don't pay for your own brand you could let competitors steal precious real estate on the page, but if you do then you cannibalize organic listing traffic. It's a delicate balance.

    Oh another reason I typically build a brand campaign is because if the competitor's PPC guy is like me, I like to target ads to show on my competitor brand keywords. It's always nice to see my clients get conversions from a competitors keyword. Doesn't it make you feel all fuzzy and warm inside knowing you stole traffic & a sale from a competitor and put it in the client's pocket? lol
    :-P

    12/17/12 at 04:27 PM (4379)
  • Dave Reply

    It really is! :-)

    [quote]Eric R said: I usually build out a campaign specifically for brand term (your own brand), because like Dave said; the CPC's tend to be lower, and it's good to keep competitors out of your space.


    It's like buying into a subway franchise (i'm hungry, so food came to mind) and setting up a new shop on main street. You have the opportunity to buy the place across the street for cheap, so you need to figure out if you want to do that, or let McDonalds move in and take traffic away from you.


    If you don't pay for your own brand you could let competitors steal precious real estate on the page, but if you do then you cannibalize organic listing traffic. It's a delicate balance.


    Oh another reason I typically build a brand campaign is because if the competitor's PPC guy is like me, I like to target ads to show on my competitor brand keywords. It's always nice to see my clients get conversions from a competitors keyword. Doesn't it make you feel all fuzzy and warm inside knowing you stole traffic & a sale from a competitor and put it in the client's pocket? lol :-P

    [/quote]

    12/20/12 at 03:25 PM (4430)