Search Advisory

Back in February, I wrote a post called “Why You Should Bid on Your Own Brand Name With PPC“.  Kristen Bender at iProspect has just written a similar article aimed at encouraging marketers not to succumb to the temptation of stopping bidding on brand and trademark terms during the recession.  Many of her points are the same ones I made, but she had some good additions, including:

• It’s a quick and easy way to conduct market research on marketing messages that’ll appeal to your target audience.
• Branded PPC ads complement display advertising — 27% of people who respond to online display ads search for the brand featured, so you want to be sure you’re visible in the search results.
• If you leave the auction now, you may have to pay more when you come back if your competitors and resellers take advantage of your absence and continue to bid on your terms, improving their quality scores.

Here’s Kristen’s article:  PPC Recession Strategy: 7 Reasons To Keep Bidding On Your Brand Terms.