Achieving Paid Search Balance: 3 Reasons To Invest In Non-Branded Terms
Nov 18, 2009 at 6:00am ET by Cara Beaudette
Managing your health requires achieving a balance between diet and exercise. In the same way, a healthy paid search campaign requires achieving a balance between branded and non-branded spending. Working together, the two create an optimal mix that will help you achieve the best results possible.
Why balance matters
Given branded terms' reputation for delivering ROI, they often receive the lion’s share of a paid search budget. However, in this economy—where consumers are still hesitant to purchase—many marketers are not seeing the revenue from their branded terms that they [...]
Filed in: Brand Aid, Search Ads: General
Protecting Your Brand On The Online Yellow Pages
Nov 11, 2009 at 7:00am ET by Lori Weiman
Why should you care about Online Yellow Pages when Google is most likely your primary source of traffic and ROI? The simple answer is because local search is on the rise, and with it so are opportunities for other advertisers to exploit your corporate name or brand, possibly to your detriment.
Lets take a look at some of the potential glaring brand issues that can exist on yellow page search results:
Your own resellers and/or affiliates can promote conflicting offers.
Too many ads for yourself repeating on a page. This leads to consumer confusion about available offers and where to c [...]
Filed in: Brand Aid
Use Transient PPC Campaigns To Support Branding Efforts
Oct 28, 2009 at 12:30pm ET by Marty Weintraub
In today’s real-time brand management world, separate teams often control strategy and channel tactics for SEO, PPC, public relations, online reputation management and social media. In many cases, however, out-of-box thinking and creative silo-breaking to cross traditional boundaries can yield sweet marketing fruit.
Today I'm going to explore the systematic use of paid channels like AdWords and Facebook ads as channels for intervening in quickly moving public relations incidents. Ads can play an important role as powerful tools for supporting the usual tactics of social media and reputat [...]
Filed in: Brand Aid, Search Marketing: Branding, Search Marketing: Public Relations
Five Tips To Avoid Getting Burned When Starting Social Media Campaigns
Oct 21, 2009 at 6:00am ET by Heather Pidgeon
If you're not already tapping into social media, you should, as the channel offers brands tremendous opportunities to foster community and engagement. But many marketers jump into social media efforts with little more than a "cool" idea. This is a mistake. Not only could it pose serious implications for a brand, but it could also obliterate the value you sought to derive from social media in the first place. To effectively leverage social media, you first need to devise a plan. Here are five tips to help you get started.
Develop your vision. Get creative and develop a vision of what your br [...]
Filed in: Brand Aid
Managing Your Brand To Perform In Universal Search Results
Oct 14, 2009 at 6:00am ET by Lori Weiman
Achieving and sustaining top ranking visibility for your brand on important organic terms is increasingly getting tougher. This is because natural text listings no longer rule on the search result page. There are many other elements that appear sometimes ahead of or intertwined with the natural results, including local listings with a map, shopping listings, latest news, top blogs, images, videos and even book reviews can appear. Google calls these mixed result types Universal search; others call it blended search. These other elements can push what were once top performing organic listings [...]
Filed in: Brand Aid
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