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A company’s brand name comprises many things. Aside from the people that make up the company, it can also include the clients or customers it serves, the company’s mission/vision, its message, etc. When a brand wants to effectively market itself, it will need to determine which marketing channels to focus on and when.
Regarding pay per click marketing, how aggressive do you need to be to get your brand’s name out there? Should you allot a huge portion of your PPC budget on branded terms? The answer is: It depends.
Granted, people will probably find your brand in organic results, and it’s certainly important to note that branded PPC tends to be fairly inexpensive (they can be as inexpensive as a few pennies), but ask yourself this: Do your competitors bid on YOUR branded terms? If they do, then you should be doing the same.
Even if potential customers can find your company in organic searches using search engine results pages (SERPs), if a competitor uses your branded terms, they could reach these customers first and eventually steal away your click – and target market.
The more SERP real estate you can take up, the better. Even more impressive is if you can line up your message across organic listings and SERPs so that your message gets to your customers twice in and around the same place.
Regarding pay per click marketing, how aggressive do you need to be to get your brand’s name out there? Should you allot a huge portion of your PPC budget on branded terms? The answer is: It depends.
Granted, people will probably find your brand in organic results, and it’s certainly important to note that branded PPC tends to be fairly inexpensive (they can be as inexpensive as a few pennies), but ask yourself this: Do your competitors bid on YOUR branded terms? If they do, then you should be doing the same.
Even if potential customers can find your company in organic searches using search engine results pages (SERPs), if a competitor uses your branded terms, they could reach these customers first and eventually steal away your click – and target market.
The more SERP real estate you can take up, the better. Even more impressive is if you can line up your message across organic listings and SERPs so that your message gets to your customers twice in and around the same place.
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