Do you not rank for your own brand name in the Google search results? So if your company name is something unique and weird, maybe like RustyBrick and you search Google for [rustybrick] do you not rank number one for your own name in Google?John Mueller from Google said this can happen with company's that have a name that is more generic. He said if you name your company best-vpn-providers.com and you try to rank well for [best vpn provider dot com] then you might not see success. Here is that post: But what about unique brand names like RustyBrick? If you are not ranking for your unique brand name you either have a major technical issue with Google indexing your web site or you have a pretty harsh penalty. Happened to Ashley Madison and Google has confirmed over the years that penalized sites might not rank for their own name for a period of time.So in short - going generic with your brand name might not always be the best idea.Forum discussion at Twitter. … [Read more...] about Don’t Rank For Your Own Brand Name In Google?
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When a consumer does a search for your brand, shouldn’t you be branding? It may sound like an obvious question, but you might be surprised how many brand owners are squandering an incredibly valuable opportunity to connect with their customers. Wikipedia defines “brand” as a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business. But a brand is much more than that. A brand is more aptly defined by its intangible qualities: a brand is a promise, a feeling, the total perception in your mind. And so it follows that branding requires much more than just a regurgitation of your name. Brand marketers know this—that is why there are entire teams in your organization, agencies and fields of study specifically devoted to the development of brand. So why then, when we search for a brand on Google, Yahoo, Bing, or any other search engine, the very essence of branding is missing? While we think of search as a … [Read more...] about Branding Your Search Ads With Your Brand Name
Do you recall the merger of AT&T and Cingular Wireless back in 2007? At the time, experts questioned AT&T’s decision to retire Cingular’s brand name. After all, it was very popular. But now the AT&T brand is stronger than ever, and hardly anyone remembers the brand they cut. When faced with a merger today, marketers should tap into paid search to bring the brands together. A Difficult Journey Combining two companies can be a painful experience. In fact, it can produce a to-do list from hell. There are seemingly endless meetings to arrange, trainings to schedule, and corporate and consumer-level communications to craft. Overall, it takes patience, planning, and constant re-evaluation. And throughout it all, you need to reassure your audiences that this merger is in everyone’s best interest. Understanding Search’s Role This is exactly where paid search can help. When combining brands during a merger, you should leverage it to test different messages. … [Read more...] about 7 Tips To Use Paid Search To Unite Brands During A Merger
In my experience, most retailers see segmenting brand and non-brand traffic as a necessity of running a paid search program; however, the rise of Google Shopping Campaigns and the Product Listing Ad (PLA) format has muddied the waters on these efforts. Searches on a retailer’s own brand name tend to perform very differently from generic searches or searches that include product manufacturer names. Brand search is often purely navigational in nature or reflective of brand equity that has been generated through other channels. While brand search can produce incremental paid search revenue, it is helpful to assess its performance in that context and separately from non-brand search. Because text ads are based on an advertiser’s chosen keywords, it is relatively straightforward to channel searches on the advertiser’s brand name to one set of ads and non-brand searches to another. PLAs, on the other hand, are feed-based and advertisers cannot simply tell Google, “If … [Read more...] about Understanding How Your Brand Drives Google Shopping Campaign Traffic
Welcome to Part 3 of a series on PPC brand bidding, where I answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of a crowded and competitive PPC market? Let’s get you all caught up. In Part 1, we reviewed how gains in PPC evolved over the years and why top-line revenue is so hard to come by today. Part 2 used data and case studies to explain just how valuable brand bidding has become to marketers. With the “why” now out of the way, it’s time to discuss the best practices of “how” to implement brand bidding campaigns. 1. Keyword Development As with any PPC campaign, brand bidding begins with effective keyword development. There are plenty of primers on keyword selection and keyword research tools on the web if you need to review the basics. These definitely apply to brand campaigns, too. To start, find the brand and brand-plus keywords by reviewing your existing campaigns and analytics for generic … [Read more...] about Best Practices For Brand Bidding (Part 3 of 8)