Saturday, April 22, 2006

Wes Blemker on Branding and Search from the ROI point of view:

The most common argument against bidding on your brand is that it costs the company unnecessary marketing dollars. If the site is already showing up for “free” at the top of the organic results for a brand search, then what is the point of paying for a click? Well, in addition to the clear benefits of having your brand appear as many times as possible on the page (as Lance discussed above), it is also usually justified to do it from a pure ROI perspective. By losing these highly targeted brand clicks to your competitors’ sites, you are not only increasing their revenue, but you are missing out on (often times) the most highly converting traffic you could get. Being the official site of the brand search makes it easier to have an extremely high click through rate on your brand ads, and, hence, pay a much lower CPC than your competitors to remain at the top of the paid search results. In most cases, we have found that this low cost of bidding on your brand clearly outweighs the loss of highly qualified traffic (revenue) to competitor sites.

posted by Barbara 'webmama' Coll @ 2:58 PM     Permanent Link

Lance Loveday talks about Why Advertisers Should 'Protect' Their Brand in Search Results:

Those who are seeking your site but are ‘seducable’ are at risk of being nabbed by someone else – someone else with more visible and/or more appealing search results. Competitors and affiliates are getting increasingly clever about luring brand searchers to their sites instead of yours, so you’d better fight to keep them at bay or at least minimize their impact. One of the risks of not controlling the search results for your brand is you open yourself up to letting a competing site poach your hard-earned traffic – or, in the case of affiliates, paying for traffic that would have come to your site anyhow. Due to the increasing use of search as a navigation tool (why type in the www and the .com and risk misspelling the company name when Google will do the work for me in fewer keystrokes?) it is likely that the quantity of brand searches will continue to increase at a high rate. It’ll be much better to fortify your defenses now so that you are a less attractive target to those who would prey on your brand recognition later.

posted by Barbara 'webmama' Coll @ 2:56 PM     Permanent Link