Branding Tactics for Search at SES
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Written By Reprise Media | March 3, 2005 | Share This
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In an effort to bring you more diverse points of view (and maybe catch a break for some of us regulars) SearchViews asked Nancy Adzentoivich, Senior Media Manager at Reprise, for her take on the Branding Tactics for Search session at SES.
Here’s her report:
This session was very well attended, with noticeably more clients than the […]
In an effort to bring you more diverse points of view (and maybe catch a break for some of us regulars) SearchViews asked Nancy Adzentoivich, Senior Media Manager at Reprise, for her take on the Branding Tactics for Search session at SES.
Here’s her report:
This session was very well attended, with noticeably more clients than the previous year .The increase in client attendance was especially of interest from an agency perspective: If our clients proactively educate themselves on the ins-and-outs of Search, we will all be able to get more strategic account work done.
Key take-aways from the four speakers were the following:
- Branding with paid search is proven and effective. This was supported by Mike Moran of IBM, who demonstrated how the firm has been able to leverage their branded terms across all units, as well as Cheryle Pingle of Range Online who presented a case study of a Toshiba branding campaign which was using paid search and no other form of marketing.
- The IAB Funnel is an important tool when considering the architecture and success of a branded paid search campaign and a great tool for devising a keyword and ad group strategy.
- Clients should be pushed to build PPC campaigns around things other than ROI, ROAS and CPA. Proxy Conversion Metrics could be the new way to go. Have the client assign a value to every action and track the user from click through drop-off, weighing each keyword based on combined metrics of: CTR, CPC, depth of visit, length of visit, registration/lead generation, purchase/download, etc.
- Buying competitive trademarked or brand name terms is still a controversial topic. Harrison Magun from Avenue A/Razorfish thinks agencies should weigh the (he says very serious) pros and cons before making a decision, as a legal precedent is not yet set. Cheryle’s POV is that in certain verticals, such as fashion, it is appropriate, while in others such as autos, it is not. The other two panelists thought it was simply an evil practice that reflects poorly on the advertiser. This topic was very hot among session attendees. No final shared POV was reached.
- Several thoughts on branding - these campaigns achieve success over time and optimal results cannot be expected within the first 30 - 90 days. Companies need to work cross-departmentally to pool branding dollars, allocating KWs to the most relevant business units and tracking user paths to determine which product or service is most associated with each term. Match type is crucial in attempts to own a branded space when multiple business units are interested in the same term (Google especially). Branding with SEM is in its’ infancy. Cross-media tracking technology is crucial.
Topics: Advertising: Behavioral, Advertising: Contextual, Advertising: Distribution, SEM: Firms, SEM: Paid Search, Search: Innovations, Search: Local |