Home business articlesMarketing  ecommerce  home based  online internet business  free course
  16 hours of free training in just 5 minutes a day. Teaching you how to grow your online
internet business,
by learning about marketing your home business or ecommerce website with
easy to understand articles.
 
Sign Up Here To Get Free
Business / Marketing Tips
Name:
Email:
  Home              Index Mission Statement Links                  Articles

Sign Up Now

Google
Web .foxonlinelearning.com

 

 

 

PPC – Should You Bid On Your Own Company Name?

Bidding on your own company or brand name in a pay per click campaign is an issue that gets raised from time to time with my clients. It's an important issue because a good percentage of traffic to many websites is generated by company name or brand based phrases, and often this traffic converts very well. However, many businesses are reluctant to pay for visitors that are already looking for their website. One client described it as feeling like they are paying twice for the same visitor.

More often than not visitors using the company name in a search are responding to an offline promotion, a word of mouth recommendation or are trying to find a site that they did not bookmark the first time around. Whatever the source, these are highly qualified visitors that have a higher chance of converting to a sale than visitors using other search phrases and every effort should be made to ensure that they can easily find your website.

Should your business bid on its own company or brand names? If your business experiences any of the following scenarios then bidding on your company or brand name may be a worthwhile strategy;

1. Your company name or brand is a generic and popular phrase.

If your business has a generic name or brand that is similar to a popular search phrase then it may be very difficult to secure the top spot for a company name search in the natural listings. If this is the case it may be that visitors looking for your site end up clicking through to a competitor's site instead. In this scenario I would recommend bidding for a top 3 placement in the paid search listings so your site appears above the main natural search results. This would significantly increase the chance of visitors finding your site rather than your competitors.

This could be an expensive strategy depending on the popularity of the search term. However, not only will you be securing a top position for your company or brand, you will also be securing a top position for a highly targeted search phrase. So this strategy should result in a healthy ROI.

2. Your company name is not a registered trademark and your competitors are bidding on it.

A common paid search strategy is to bid on competitor names and brands in the hope of picking up some of the visitor traffic that was destined for their sites. This is clearly an attempt to cash in on a competitor's brand equity or offline promotional spend, but it is a perfectly legal strategy if the company name or brand is not a registered trademark.

Even if you have the No 1 position in the natural listings in Google for your company name or brand it is still possible for a competitor to secure a spot in the paid listings that would site just above your site listing. The danger here is that many people don't distinguish between paid and non-paid listings and may click on the first link they see, especially if the company or brand name is used in the competitor's ad listing text.

In this scenario, securing the top spot in the paid listings above your competitors should be straightforward and relatively inexpensive. This is because the main search engines reward better performing ads with higher positioning and your ad listing will almost certainly have a higher click through rate than your competitors listings.

3. Recently launched websites.

A new website may not get listed in the natural results for its company or brand name for several weeks after launch, this is especially true in Google. If this is the case, and you are spending money on offline promotions with the objective of driving visitors to your new website, it would be a good idea to include your company and brand name in a PPC campaign until the search engines index your new domain.

In many ways bidding on your own company and brand names could be considered a defensive PPC tactic. However, it's important to remember that these are your visitors and your bookings and this may be the only way to ensure that they don't both end up with your competitors.

Author: Mark Scriven is founder of Turismotec Ltd, a search marketing agency that specialises in the travel, tourism and leisure sectors. Turismotec publish a travel marketing newsletter called etravel success.


This article courtesy of SiteProNews.com

Have a nice day!

Google
 
Web www.foxonlinelearning.com

 

 

Home Business Ideas
Blogging / Podcast

Affiliate Marketing

Customer Service
Email Marketing

Entrepreneurialism
Ezines

Google
Linking Strategies

Negotiation

RSS

Security

SE Optmization

SE Tactics

SE Submission

Small Business

Technology

Team Building

Social Networking
Venture Capital

Video Marketing

Web Design

Web Development

Webmasters

Website Promotion

Website Traffic

Site Map


Business Marketing
Tips Index:

 
 

 Ecommerce

 

 Business

   Selling
   Advertising
   Management
   Planning
   Marketing
         
1 2 3 4 5
6 7 8 9 10
11 12 13 14 15
16 17 18 19 20
21 22 23 24 25
26 27 28 29 30
31 32 33 34 35
36 37 38 39 40
41 42 43 44 45
46 47 48 49 50
51 52 53 54 55
56 57 58 59 60
61 62 63 64 65
66 67 68 69 70
71 72 73 74 75
76 77 78 79 80
81 82 83 84 85
86 87 88 89 90
91 92 93 94 95
96 97 98 99 100
101 102 103 104 105
106 107 108 109 110
111 112 113 114 115
116 117 118 119 120
121 122 123 124 125
126 127 128 129 130
131 132 133 134 135
136 137 138 139 140
141 142 143 144 145
146 147 148 149 150
151 152 153 154 155
156 157 158 159 160
161 162 163 164 165
166 167 168 169 170
171 172 173 174 175
176 177 178 179 180
181 182 183 184 185
186 187 188 189 190
191 192 193 194 195
196 197 198 199 200
         
         

 

 

Home & Index
Mission Statement
Links

Sign Up Now!
to get Free
Busines & Marketing Tips

Unlimited 

Autoresponders by AWeber


Subscribe and receive 5 popular summaries FREE!    
    Free Articles - Home Business. Ecommerce, Marketing covers USA, New York, Seattle, Philadelphia, Washington DC , Chicago, Baltimore , Atlanta, Dallas , San Francisco, Canada, England, Ireland , and India    
Previous Article   2009 Foxonlinelearning.com   Next Article