Using Paid Search For Branding
Patrick Schaber is currently the Director of Marketing for Transition Networks, Inc – a data networking hardware manufacturer. His experience working for both large and small organizations has given him keen insights into many facets of marketing including, email marketing, advertising, search engine marketing, social media and more. Along with trainings and industry speaking engagements, Patrick authors his own site, The Lonely Marketer, which focuses on the diverse activities and culture related to the small business marketer.
I also think the advantages of being presence in the space around competitors necessary. Search behavior, at times, is very unpredictable and if you can grab another 10-15% direct them to your site, why not pay the negligible CPC.
Great post Patrick. I’ve seen the branding benefits of it too. For our content writing company, AppliedContent.com, we get folks who call us all the time because they were “referred” to us from someone they know or work with. We’re pretty sure that most of those don’t come from anyone that actually knows us or works for us (based on the client’s city/state, etc.), but does periodic searches about content services and sees our ad all the time. We always get a good chuckle out of it.
PPC is an excellent way to let targeted searchers know you exist as an alternative to the other business name they were searching for. Generally the bid prices on your competition are very affordable compared with the bid prices for service/product searches. In my industry, I find that people searching for “big name seo person/service/product” is already sold on the idea and, in many instances, the learning curve is generally almost complete.
This allows me to compete on personal contact and pricing. Unfortunately, many in my industry still use the hard sell and pie-in-the-sky approach. For many so called “SEO Firms”, business is just a numbers game and the personal approach does not exist.
PPC is a great tool for anyone needing a voice or idea as to the intent of the market, if you know how to use it.
Paid search is getting more and more expensive especially for small businesses. For a lot of companies paying CPC to build brand and not getting conversions is very difficult to justify to upper management.
Great article. Problem is, it’s tough justifying that PPC works as a branding exercise for clients as the ROI is tough to measure when a client has many points of sale.
There is definitely a lag when visitors see an ad and then return and buy later, of course their point of entry will be different and trying to persuade the client that the customer would have never bought the product had they not seen the ad originally is a tough one.
I also think that paid search is getting more relevant, especially when I want to buy something, a lot of the organic results tend to be saturated with review sites, information sites or blogs.
My favorite megaupload files search engine is megauploadfiles it’s the most powerful an easy to use.
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