If branding is one of your marketing objectives, you can you use Search Engine Marketing effectively for Brand Awareness. But, how can you measure it? What are the requirements for measurement? And, are there any branding strategies for Search?
Branding – Success Metrics for Search:
1) Brand Awareness can be measured in Search by – Rank, Click volume, Impressions, and CTR.
2) Brand Engagement can be measured by: Time on Site, Pages Viewed, Repeat Visitation, and Cross Visitation ( if multiple product sites).
3) Reporting on SOV ( Share of Voice) and Share of Traffic for brand terms (e.g. Hitwise, Comscore, or the Search Engines). Share of Category ( Traffic ) is defined as the ownership of clicks related to total brand-related inquiries. Basically, Share of Voice is the traffic of a brand expressed as a percentage of total competitive traffic for the brand category.
Measurement requirements:
1) Tracking code on website that’s tied to paid search.
2) Site-side reporting using web analytics.
3) Possibly using 3rd party software like Hitwise, or Comscore.
Branding Strategy for Search:
Here’s an interesting idea/trick for branding with PPC. Buy high volume keyword’s that have little or no advertisers, like “wobble”. Buy a whole lot of these “inexpensive” keywords. Then, use targeted creative. So, you’ll receive a high amount of impressions, low CTR, and due to the fact of minimal competition…a low CPC. Regardless of the CPC, or click volume, the Impressions have value for branding.
This might be the most effective way to brand with 62% of 17 year old boys who are busy multi-tasking. They most likely won’t click on your ad. But, their eyeballs will see it.
No related posts.
{ 1 comment… read it below or add one }
great post. its important that with paid search, you only have text to convey your message, unlike most other marketing mediums. thus it is exteremely crucial to use BRANDING TEXT. I’ll list some examples.
-Geico: 15 mins can save you 15% or more
-HSBC: The world’s local bank
-McDonalds: I’m Loving It
-Army: Be all you can be
-Loreal: Because you deserve it.
All the above are succesful paradigms of buzz brandy text. It’s important to use your creative juices and come up with a catch phrase that uniquely identifies you. I think that is the key to succesfully branding with PPC.