Paying for Brand Keywords: Pros, Cons, Tests & New Ideas

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  • 1. Paying for Brand Keywords: Worth it?
    Pros, Cons, Tests & New Products
    Jeff CampbellCJeffCampbell

2. Lowes, louwes, lowes.com
BofA locations, ipad discounts
Lowes grills, best buy dvd sale
Defining Brand Keywords
3. Consumers like Paid Ads
Promo/Custom Messaging
Deep landing page
4. but Advertisers have a love-hate relationship w/ Brand PPC
Promo/Custom Messaging
Displace competitors
High Performance:

  • Low CPC (~$0.06)

5. Increased visitors 6. Increased revenue 7. Higher RPV/CVRDeep landing page
8. but Advertisers have a love-hate relationship w/ Brand PPC
Wont consumers find us without PPC?
Opportunity cost
Cannibalization of natural
Id rather spend this $$ on people who havent heard the word
Direct cost
9. Complex: Test & Control geo
Simple: 2-weeks paused
Designing A Brand Blackout Test
Perform a few searches and make sure you appear in Natural results for test keywords
Examine data to find biggest PPC-Brand offenders
Test to answer:

  • Do I receive less than average traffic with only Natural Search?

10. If so, using RPV, what is the lost sales impact? 11. Is the added revenue from PPC > Total Brand PPC Cost?