• http://www.marcusinteractive.com Marcus Interactive

    Very good points, though I’m not sure I agree about bidding on your own brand name. Seems to me that you are then potentially paying for results you would be getting 99% of the time.

  • Jarek

    Hi, regarding point 4 I want to share our case study for hotels about brand (hotel) names: http://www.miraiespana.com/en/la-empresa/caso-de-exito-google-adwords/ including cost benefit and raise in reservation number. Also we made a study about canibalisation (SEO traffic): http://blog.miraiespana.com/en/vale-la-pena-invertir-en-adwords-si-ya-aparezco-el-primero-en-las-busquedas/ It shows that in a certain environment (low brand-awareness volume, specific demand) Adwords for a product/company name is very successful. Especially when You deal with lot of intermediaries who do PPC as well. Try to beat them with lower cost due to high quality!

  • FernandoGarces

    I am adamant about bidding on your own trademarks. You have to do it for one simple reason: if you don’t do it, somebody else will. Considering the low CPC of these keywords, I cannot afford to have a competitor appear above my organic result when someone searches for my company by name. Yes, there is a high likelihood that this person would have clicked on my organic result at no cost to me but, even if I just lose 2-3 orders every week to the minority who decide to give my competitor’s paid click a chance, that’s too much. Those few orders more than offset the cost of my branded terms campaign. May not work the same for everybody, though.

  • rezary@twitter

    Hi Mona, thanks for the article. Regarding #1, does it mean you cannot exclude an exact keyword in adCenter? Haven’t worked with it yet, since it not yet available in Germany.

  • Mona Elesseily

    Thanks for the comments.

    Advertisers tend to have varied opinions when it comes to advertising on trademark terms. Great to hear some of your feedback!

    rezary@twitter. Good question. As you know, in Google, you can implement negative match types at the both the ad group and campaign level. In adCenter, you can implement them at both of the above levels as well as the keyword level.

  • http://blog.efrontier.com sidshah

    For the brand non-brand debate we have done some systematic tests that reveal that it makes sense to bid on your own brand keywords. There is also solid academic research on this subject that shows that having both organic listings and paid ads improves progits by at least 6.15%

    http://www.businesswire.com/news/home/20091116006053/en/Organic-Search-Engine-Listings-Positively-Impact-Paid

  • http://www.epiphanysolutions.co.uk SteveBaker

    Hi Mona,

    Totally agree with all of these, though in the case of brand bidding, there are many factors to take into account (strength of your brand name, are other advertisers bidding on your name, strength of your listing in the organic results to name just 3). In the main part, I would always recommend that our clients ‘defend’ their brand name if competitors are bidding on it. if they aren’t, then I’d trial it, and attempt to assess the impact on total brand-name clicks (organic plus paid) and determine whether the uplift is cost-effective.

    Regarding 1), there is another reason to use negative keywords in order to make your Adwords campaign as effective as possible. If you want to put “tennis shoes” and “cheap tennis shoes” in separate Ad Groups (perhaps the AOV is different?), then you need to put “cheap” in as a negative in the more generic Ad Group. Otherwise, you are liable to use the generic advert and the generic bid, despite having a specifically targeted Ad Group…

  • talz2210

    I disagree with section 3
    KWs that are underperforming in terms of low CTR MUST BE PAUSED.
    otherwise they heart the health of the campaign and thus decreases impression share.
    try pausing some broad low ctr KWs (assuming you keep adding exact search queries that perform well) and see how your traffic INCREASES.