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

Think Search Before You Name Your Next Product

Sep 30, 2009 at 6:00am ET by Marty Weintraub

When naming products, it's always prudent to investigate potential online marketing challenges and pitfalls before launch. Failure to do so may preemptively damage your marketing team’s ability to cast an appropriate branding net. Traditionally due diligence surrounding the naming process involved trademark search, category and creative considerations. Now that’s no longer enough. Crucial naming decisions must also include rigorous SEO, social, reputation and paid search analysis. Here’s a checklist of factors to take into consideration to assure your product name is search-friendly [...]

Filed in: Brand Aid

Search, Video & Your Brand: Hello YouTube!

Sep 16, 2009 at 6:00am ET by Lori Weiman

I often write about what you can do to protect your brands when it comes to the major search engines: Google, Yahoo and Bing. But did you know that the second most popular search engine today is YouTube? (according to Hitwise, ranking ahead of Yahoo search). You can buy self-service advertising on YouTube through its "promoted videos" advertising system, which is great and easy to use. Beware, however: if you are trying to protect your brand, "promoted videos" can seem like the wild west revisited. Ads run on YouTube in much the same way as they do on the text based search engines. On t [...]

Filed in: Brand Aid

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