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

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Paying for Brand Keywords: Worth it? Pros, Cons, Tests & New Products Jeff Campbell CJeffCampbell
Lowes, louwes, lowes.com BofA locations, ipad discounts Lowe’s grills, best buy dvd sale Defining “Brand” Keywords
Consumers like Paid Ads… Promo/Custom Messaging Deep landing page
…but Advertisers have a love-hate relationship w/ Brand PPC Promo/Custom Messaging Displace competitors High Performance: ,[object Object]
Increased visitors
Increased revenue
Higher RPV/CVRDeep landing page
…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
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: ,[object Object]
If so, using RPV, what is the lost sales impact?
Is the added revenue from PPC > Total Brand PPC Cost?,[object Object]

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