Paying for Brand Keywords: Worth it?Pros, Cons, Tests & New Products
Jeff Campbell CJeffCampbell
Lowe’s grills, best buy dvd sale
BofA locations, ipad discounts
Lowes, louwes, lowes.com
Defining “Brand” Keywords
Brand
Brand Modified
Brand Category
Consumers like Paid Ads…
Promo/Custom Messaging
Deep landing page
High Performance:• Low CPC (~$0.06)• Increased visitors• Increased revenue• Higher RPV/CVR
…but Advertisers have a love-hate relationship w/ Brand PPC
Displace competitors
Promo/Custom Messaging
Deep landing page
…but Advertisers have a love-hate relationship w/ Brand PPC
Cannibalization of natural
Direct cost
Opportunity cost
“Won’t consumers find
us without PPC?”
“I’d rather spend this $$ on people
who haven’t heard the word”
Complex: Test & Control geoSimple: 2-weeks paused
Designing A “Brand Blackout” Test1. Perform a few searches and make sure you appear in Natural
results for test keywords2. Examine data to find biggest PPC-Brand “offenders”
Test to answer:• Do I receive less than average traffic with only Natural Search?• If so, using RPV, what is the lost sales impact?• Is the added revenue from PPC > Total Brand PPC Cost?
Last-click attribution? Share the love…
"moving to a new house"
[appliances]
“brand com moving“
(Results in Coupon
Download)
brand com
“gas dryers”
[brand]
brand com (Results in
$458 purchase)
Day 1 Day 9
Adding Value: Google Site LinksPromotions/
Seasonal
User Segmentation
Brand Segmentation
Most Valuable Pages
Product Lines
Adding Value: Yahoo!’s RAIS
Bringing it all together…
