Houndstooth - 2:19 am on Nov 14, 2005 (gmt 0) 1. Don't rely only on natural listings exclusively. 2. Don’t outsource your branded keyword advertising to Affiliates and Resellers 3. Defensive strategy against competitors.
I've thought about this topic a lot over the past year, and I've ended up in favor of placing ads on my branded keywords. Here are three reasons why it makes sense to me:
- This ignores the fact that ~30% of clicks take place on ads. Often, your "top" natural listings end up below two or three ads shown at the top of the search page.
- You have more control over copy content, placement, landing page, and optimization of ads than natural listings. Improved conversion rates alone can often pay for ad costs. Search on "Dell", you'll get my point.
- You have more direct control over content and positioning by running ads directly.
- You have a better sense of the economics on your keywords, helping to coordinate and optimize affiliate commissions.
- Almost always a better ROI by running your own ads.
- Use affiliates to help “own the space”, driving out competitors.
- The true value of resellers is the new markets they tap into, driving more customers to your brand. Running PPC ads directly allows you to divert existing traffic from resellers, preserving price integrity and margin.
- A sale right to your store also allows you to more directly capture the name for future marketing opportunities.
- Searchers who type in a branded name might be perfectly happy with a different brand. Or they might be somewhat committed to one brand, but willing to switch, given the right offers. Which are two reasons why competitors bid on one anothers' keywords, hoping to steal away customers and clients.
- Look at it this way - competitors wouldn't be on your keywords if they weren't diverting traffic and generating sales!
1. Don't rely only on natural listings exclusively.
2. Don’t outsource your branded keyword advertising to Affiliates and Resellers
3. Defensive strategy against competitors.