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Buying the keywords for your own brand name
keyword strategy, branding, positioning, sem
robyn_99




msg:1228697
 12:18 pm on May 13, 2003 (gmt 0)

Should big brand marketers be buying their own brand's keyword (eg: Should someone like Nike buy the KW, Nike?)

If so, how important is it for them to rank #1?

 

chris_f




msg:1228698
 1:14 pm on May 13, 2003 (gmt 0)

Welcome to WebmasterWorld robyn_99,

For trademark brands like Nike they should not need to buy the keywords. In fact, I don't think ppc engine let you buy brand names like that as they are trademarked. Can some please confirm.

Chris

sammyp




msg:1228699
 1:52 pm on May 13, 2003 (gmt 0)

In my experience brand names are not automatically barred. I have had instances where a competitor bid for our brand name. They were not stopped from doing it until I brought it to the attention of the PPC engine who the disallowed that keyword.

Mike_Mackin




msg:1228700
 2:15 pm on May 13, 2003 (gmt 0)

In my experience we don't ask our clients to contact the PPCs.

We ask that the clients attorneys stand on the violators neck until he/she stops all conduct related to the trademark brands. If there are PPC violations there may be website violations as well.

robyn_99




msg:1228701
 2:54 pm on May 13, 2003 (gmt 0)

Clarification: I was wondering what happens if you are the brand (eg: Nike) - is it advised to buy your own brand name?

If so, should you be #1 or should might you get more clicks in the #2 or #3 slot?

hannamyluv




msg:1228702
 8:06 pm on May 13, 2003 (gmt 0)

Personally, I think you should notify the PPC if you don't want anyone else to advertise on your brand name. If you don't care if your affiliates/resellers advertise, than leave it be and follow Mike's advice.

That being said, it is hard to say if you should. I advertise our brand names there because, especially with OV and adwords, the ads appear in places that don't have SE results, only the ad results. If your ad is there, you will come up no matter what.

But, there is a large amount of places that your ad does appear next to SE results, so if you are already on the top SERP, it may be redundant. Or not, because it still may be profitable to be there.

The best advice would be to test. Figure out your ROI, with the branding value of appearing where there are no SE results included and see if it would be best for you.

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