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PPC on Brand Terms: Pros and Cons
Jan 20th
Anyone doing Pay-Per-Click (PPC) advertising will eventually confront the following question:
“If I already rank #1, why would I do PPC for my brand name?”
It’s a common enough question. I recently came across an article about advertising on your brand name and felt like small businesses needed to understand the pros and cons.
The Cons of Advertising on Your Brand Name
- You spend money to get a click you might have gotten anyway – nobody wants to spend money. Especially small businesses where every penny has to work harder.
- Brand terms perform significantly better than my other PPC terms and will skew my data.
The Pros of Advertising on Your Brand Name
- You take up more space on the search engine results: By having your PPC ad show up you increase the amount of real estate you occupy, thus increasing the likelihood that a search user ends up on your site.
- You control what your listing says: Organic results are great but the search engine controls what your listing says. PPC ads are 100% under your control, so you can ensure you’re putting your best foot forward.
- You pick the landing page: When a user clicks your PPC ad they go where you feel is best. That might be a current promotion or it might be the homepage. The point is that you choose, not the search engine.
- You “box out” the competition: If you don’t advertise on your brand name, a competitor might. Advertising on your brand name allows you to push them down.
- You can get more clicks: Having your ad and organic listing on the same page can actually increase your total response when done correctly. I won’t dive into it here, but Search Engine Land has an article titled, “Brand Ad Cannibalism: A Tale of Two Tests.”
In Summary
In my experience the pros outweigh the cons. If you’re still on the fence, consider the following arguments:
- First: You may indeed have to pay for a few clicks you would have gotten anyway, but you’ll be able to control the message and direct them to exactly the right page in exchange.
- Second: If you put brand terms in a separate campaign in your PPC accounts you’ll be able to track them separately from your other campaigns, thus keeping your data clean.
Just like all PPC efforts, as you test and monitor performance you’ll soon determine if the effort is profitable and ensure your PPC dollars are pulling their weight.
Surfing Photo via Shutterstock
PPC on Brand Terms: Pros and Cons
View full post on Small Business News, Tips, Advice – Small Business Trends
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Google Plus Rolls Out Brand Pages
Nov 9th
Google Plus Rolls Out Brand Pages
This content from: Duct Tape Marketing
The must talked about and awaited Google+ Brand Pages have finally gone live. Google+ Personal Pages have been with us now since July and many business owners have been waiting for this business only addition.
You can find and circle the Duct Tape Marketing page here
There isn’t anything spectacularly different about the brand pages, but many businesses are jumping in and building a profile.
I really thought these pages would be linked to directly to Google Places pages for local businesses, but for now there is no direct connection.
The brand pages have many of same features as personal pages:
- You can build a rich profile or about page
- You can build circles, although unlike personal pages you can only add people to brand circles that have added you.
- You can use Hangouts – group video chats
Below are a couple considerations:
Claim it – right now there is no valid verification system, so get your Website linked to a brand page right now before someone else does. I know that sounds silly, but anyone can claim to be a brand at the moment. I’m sure that well known brands will suffer a few parody slings before Google figures out how to police this.
One Admin – Once you connect an email address with a page you can’t change it and you’re the only one that can edit that page. Google claims that multiple admins is a feature that’s coming, but for now this will be a little clumsy for companies that want multiple folks to contribute to pages.
Be Followed First – As stated above the circling function is a bit different. To add someone to a circle in a brand page they must have added you to a circle. This will stop brands from going out there and circling thousands with the hope of getting some circle backs.
Multiple Pages – You can create multiple pages, so my guess is you will start to see some product specific or book pages pretty quickly.
Get Your Badge – Google is going to push pretty hard on integrating these pages into search so you’ll want to get a Google+ badge on your main Website that points to your brand page and of course make sure that your Brand Page profile includes a direct link back to your homepage. (See example in right sidebar)
Direct Connect – Google also unveiled a pretty interesting new search feature with Brand Pages. Now you can search for things using + sign to begin your search and directly connect with a brand’s Google+ page and even add them a circle.
Go to Google and type +Pepsi into the search box to see this live.
View full post on Small Business Marketing Blog from Duct Tape Marketing
How to Delete a Google Plus Brand Page
Nov 9th
How to Delete a Google Plus Brand Page
This content from: Duct Tape Marketing
Lots of people are jumping in and playing around with the new Google+ Brand Pages for good and bad.
2 questions have come up repeatedly so I thought I would shoot a quick how to video:
1) How do I find my page after I sign back in?
2) How do I delete a page if I don’t want it?
View full post on Small Business Marketing Blog from Duct Tape Marketing
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