The ClickEquations Blog - Latest Comments in Bidding On Brand Terms

Re: Bidding On Brand Terms

Martijn — Mon, 21 Dec 2009 04:55:41 -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.

Re: Bidding On Brand Terms

Mike — Mon, 16 Mar 2009 17:57:15 -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

Re: Bidding On Brand Terms

Tom Demers — Mon, 16 Mar 2009 08:19:49 -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

Re: Bidding On Brand Terms

Craig Danuloff — Fri, 13 Mar 2009 18:28:20 -0000

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

Re: Bidding On Brand Terms

Bosilytics — Fri, 13 Mar 2009 17:30:20 -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!

Re: Bidding On Brand Terms

Anil — Fri, 13 Mar 2009 14:17:21 -0000

Here is my view that I posted about a year ago

http://webanalysis.blogspot...