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

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

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

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