Protect Your Brand Name with PPC Advertising

April 1st, 2015 by Mike Tatge

BLOG-ProtectYourBrandNameHave you ever wondered (or possibly experienced), what it would be like to have your brand name lost to your competition and never return? Maybe it was even lost to some cheap copy of your brand, just because you were not able to capture the attention of the searcher by not securing the top position within the search engine results page (SERP)? Advertisers are constantly looking for creative ways to attract and bring searchers to their websites to gain new customers and increase overall sales. So you need to ask yourself: are you doing enough to protect your brand in relation to Pay Per Click Advertising?

Why Protect Your Brand Name

A popular discussion usually arises when discussing PPC advertising strategies for brand names. Should companies bid on their own brand name? Some critics believe focusing on the brand name for PPC advertisement is a waste of advertising budget. But I ask you this, if you feel that relying on your organic results are enough to protect your name, are two ads better than one, or possibly none? What if your brand is not listed organically in the top position or even on the first page ?

Failing to bid on your branded name will leave the ad space wide open for your competition. Many crafty advertisers will create a competitor Ad Group, and will include keywords of every name of their direct competition in all match types to ensure their ads are displayed when someone searches those branded keywords. Failing to bid on your own brand name keyword phrases may allow competitors to place ads in a higher position than your organic or natural results.

Cover All Your Bases

If you have a strong organic presence for your own name and you add a PPC campaign as well, you should dominate the entire page. This will leave little room for your competitors to gain any real estate and exposure. Research has shown that searchers expect respectable organizations to come up in the top results of Google, Bing, or Yahoo SERPs.

If your company or website is new and your brand name does not have a strong organic presence yet – a well crafted PPC campaign can get your company’s brand name placed in the #1 position tomorrow.

From a bidding perspective, branded keywords within a PPC campaign are usually the least costly of all keywords. They will also increase your quality score by a higher click through rate (CTR), ad relevance, and better landing page experience. A well-designed PPC campaign provides your brand the right exposure and helps contribute to your SERP ranking, with paid and organic results. Moreover, it ensures your customers are not lost to copycat brands.

The Bottom Line is Sales

The easiest sales should be the ones you make when someone is actually searching for your brand name or company. To ensure they find you online, it’s important to make sure you are making it as easy as you possibly can for them to find you; that includes not allowing your competition to steal your customers.

While there are many factors to consider when developing these campaigns, there’s something more to consider if your company provides a service or a product. What is the total dollar value you place on that customer as a life-long client? Once that customer commits to purchasing from you, they will likely look for your brand name to find your company online again. If your brand name is not easily found, they might end up clicking on one of your competitor’s ads, therefore losing the lifetime value of that customer.

The bottom line is that bidding on your branded name keywords is your best defense against brand name advertising customer theft. So while advertising on your brand name might be an addition to your budget, it certainly is not a waste.


Convert Your Converters

March 16th, 2015 by Faina Shapiro

BLOG-ConvertYourConvertersAs an advertiser you spend a lot of time on your landing pages. You research best practices, constantly optimize and A/B test. You want to make sure you have an appealing landing page with the most relevant content. After all, a landing page is the first interaction your company has with a potential customer and first impressions are everything. But what about Thank You pages? They are the always-forgotten, yet equally-important part of your advertising strategy.

What is a Thank You page?

A Thank You page is a page where users are taken after they complete an action you desire. The action can be filling out a form, downloading a whitepaper or completing a purchase. Whatever the action, you always want to thank the user. After all, it’s the polite thing to do.

Ok, the user completed an action that you wanted and you thanked them, now what? Do the two of you part ways? Many advertisers simply thank the user for the action and end it there. But why? Why end it? I propose using the Thank You page as a means to reengage the user with more content about your business. Try adding some or all of the things below to your Thank You page and see how it improves your ROI.

Special Offer: Encourage the user to come back with a special offer. It can be a free trial, a coupon or a special gift.

Testimonials: Wow the user with testimonials. Let them see just how great you are!

Social Media: Include links to your Facebook and Twitter. Entice the user to follow you by saying “follow us for special promotions” or offer compelling information.

Cross Sell: Use your Thank You page to highlight other products or service you offer. For example, if a user filled out a form to get a free quote for window replacement make sure to mention that you also do shades and blinds. The same goes for a user that purchased a CPAP mask, for example. Highlight the fact that you also sell CPAP machines, parts and accessories. Cross selling is a great way to boost your ROI.

Newsletter Signup: Give the option to signup for your newsletter. By signing up, a user enters into a long term relationship with you. Take advantage of that!

I dare you to spend more time on your Thank You pages and take me up on my suggestions. You have a lot to gain and little to lose.

 

 

 

 

 

 

 

 


Google AdWords and Targeting Location Groups

March 2nd, 2015 by Michael Marchese

BLOG-TargetingLocationGroupsWhen it comes to targeting specific demographics, sometimes keywords are just not enough of a filter. But there is a hidden option to assist in this endeavor!  Within the Adwords location targeting group is a nifty little feature called location groups which allows you to more closely target specific groups, such as places of interest and household income.  Although both features are not as robust as one may hope, they do add an extra level of targeting unattainable with just keywords.

Locations by places of interest – airports, central commercial areas and universities

With this category the targeting options available are airports, central commercial areas (includes big malls) and universities.  You start by choosing a location such as Chicago and then select one of the above three options. If you were to choose airports, Adwords will target any airport within that location area. You can also choose to go broad by targeting the entire US and in effect target every major US airport.  In this particular instance Google suggests, but does not require, targeting Chicago by itself in addition to the airports within Chicago, and then increasing the bid adjustment for the airport locations.  The reason given for this method is that getting granular can sometimes have the effect of unintentionally eliminating relevant traffic.  The same theory holds true for central commercial areas and universities.

Locations by demographics – select household income tier (top 10% >$146K, 11-20% $102-146K, 21-30% $80-102K, 31-40% $64-80K, 41-50% $50-64K, lower 50% $0-50K)

The second option is locations by demographics which targets tiers of household incomes.  Many clients are looking for ways to reach a higher income audience and this allows you some degree of control over the situation.  The same caveat as above exists, in that getting granular can have the effect of drying up volume so it is recommended that you use this feature as a layer and increase the bid adjustment. What Google makes clear is that this does not target individual users but instead targets zip codes that fall into the income tiers based on IRS data and is available for the US only.

Each of these options by itself may not be the best solution, but by integrating these groups as layers within your location targeting, you can gain greater control over where you spend your valuable advertising dollars.