When it comes to a branded search marketing strategy, there is more to it than just bidding on your brand name. Manage and monitor organic and paid search for your brand. Here are a few tips to maximize your branded search marketing strategy.
Run your brand names in paid search
I am often asked, should we turn off our brand names in paid search, and see what happens to organic? While organic results may see a boost, there are a few good reasons for running brand names in paid search.
- If you are a large brand and you have competitors bidding on your brand names, you must own that space. Run paid search ads to make sure your brand appears before the competitors.
- Typically, the ROI on your brand is a pretty sure investment. Although organic is free, branded paid search is still a low cost investment, especially when you add in the competitors who may be stealing clicks.
Instead of pausing your brand names, take them to the next level and optimize the paid search brand campaigns.
- If your brand is large and diverse, people will be searching for keyword variations that include your brand name with product names or descriptive words. Example: Brand Airline + Hawaii You may have product campaigns and brand campaigns, but within your brand campaign, create ad groups that include these combinations and run them with the match type – broad match modified. This allows for you to also create keyword optimized ad copy and landing pages (even promotion pages) that are more relevant to these searches than the home page.
- You could also create a landing page that sells your value proposition with the product. Large brands typically have these pages not just by brand, but also by product. Why buy one of your products over the others, is an equally important message, and could help your paid search campaigns.
Monitor your brand with a trademark program
- Competitors or affiliates will try marketing themselves as your brand. Just typing in your brand name into search engines and seeing what comes up, does not always work with browser, engine, search go- targeting and localization settings. You will not always see all the ads. Use a program that monitors these searches in all geo-targets and sends you alerts on your defined infringements.
- Sometimes, entire websites and landing pages are created to appear as your brand. It’s good to monitor organic results too for these websites. Another tip: What previous brand names did your company own? Retain and attain those branded URLs, and bid on those URLs as keywords.
- Two programs that can monitor these trademarks are; BrandVerity and AdGooRoo.
Do your competitive research
- Know what your competitors are doing in your markets. You may have a campaign that once did great and suddenly takes a nose dive. Look at what the competitors are doing in those markets. Then, create ads and pages about your value propositions. In a competitive environment you want to sell that why us, not them value.
- The AdGooRoo program can also be helpful when it comes to this research.
Mind your reach and frequency settings
- When running display & re-marketing tactics, set your reach and frequency settings at a reasonable measure (the number of times one person will see your ad). Brand awareness is great, but too much brand awareness can cause an opposite effect, I wish this banner would stop bugging me!
- It has been recommended to set the frequency to max 20 impressions per month per person. However, I alter this depending on the brand, how aggressive the display or re-marketing campaign is in shorter periods of time, and display campaign targeting.
A brand has their own search engine real estate, and they should be the top listing in this digital space. Be aware of everything going on with your brand in the online channels. It’s your brand, own it!