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Inside Adwords Blog Makes Obvious Claim About Branding in PPC


PPC BrandingFrankly speaking, I am rather shocked that the June 16th 2014 post in the Inside Adwords Blog entitled: New Study: Search Ads Lift Brand Awareness, concluded something that many PPC Marketers have already known to be true based on their own experiences of the “Non-Brand vs. Brand” typical life cycle. Personally, I have been involved in many debates with clients who did not want to bid on their brand terms because they felt that since they were already ranked #1 organically, what’s the use of spending more money. Moreover, what the client did not understand about bidding on Brand Terms are the following benefits.

 

  • Pushing time-sensitive Offers/Promotions within the text ads, which is not possible with Organic Search.
  • Helping with Reputation Management strategies.
  • Stronger Brand recognition against Affiliates and Resellers.
  • Multivariate Testing on messaging, offers, etc… to help with overall business

 

Why Brand Terms gets stronger in PPC:

However, the one thing they forgot to mention in this post is how the Brand Terms get more exposure due to the “Non-Brand” terms driving new consumers to get the brand recognized, which in turn making the Brand Campaign the Top Performer in terms of conversions.

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 In Conclusion:

While Google is correct about the Brand awareness in PPC, I often believe that every blog post from Adwords is to convince advertisers to spend more money with their latest research, case studies and bells/whistles. In this case, I think they made it very obvious that they want to see more advertisers bidding on their brand terms, even though the CPC’s are typically the cheapest as compared to “non-brand” terms.

 

 

 

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Filed under: Google Adwords, Online Strategy, Paid Search in General

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