Paying for Brand Keywords: Pros, Cons, Tests & New Ideas

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  • 1. Paying for Brand Keywords: Worth it?
    Pros, Cons, Tests & New Products
    Jeff Campbell CJeffCampbell
  • 2. Lowes, louwes, lowes.com
    BofA locations, ipad discounts
    Lowe’s grills, best buy dvd sale
    Defining “Brand” Keywords
  • 3. Consumers like Paid Ads…
    Promo/Custom Messaging
    Deep landing page
  • 4. …but Advertisers have a love-hate relationship w/ Brand PPC
    Promo/Custom Messaging
    Displace competitors
    High Performance:
    • Low CPC (~$0.06)
    • 5. Increased visitors
    • 6. Increased revenue
    • 7. Higher RPV/CVR
    Deep landing page
  • 8. …but Advertisers have a love-hate relationship w/ Brand PPC
    “Won’t consumers find us without PPC?”
    Opportunity cost
    Cannibalization of natural
    “I’d rather spend this $$ on people who haven’t heard the word”
    Direct cost
  • 9. Complex: Test & Control geo
    Simple: 2-weeks paused
    Designing A “Brand Blackout” Test
    Perform a few searches and make sure you appear in Natural results for test keywords
    Examine data to find biggest PPC-Brand “offenders”
    Test to answer:
    • Do I receive less than average traffic with only Natural Search?
    • 10. If so, using RPV, what is the lost sales impact?
    • 11. Is the added revenue from PPC > Total Brand PPC Cost?
  • Last-click attribution? Share the love…
    Day 1
    Day 9
  • 12. Adding Value: Google Site Links
    Promotions/ Seasonal
    User Segmentation
    Brand Segmentation
    Most Valuable Pages
    Product Lines
  • 13. Adding Value: Yahoo!’s RAIS
  • 14. Bringing it all together…
  • 15. Thanks!
    Thanks!
    Jeff Campbell
    Jcampbell@ResolutionMedia.com
    CJeffCampbell