Oh, old-fashioned discussion. Do I need to bid on brand terms? Why do I have to pay to get the traffic I get? !! ?? !! Why are Google and Bing holding my brand hostage? These seem to come up every few years, along with myriad other questions about brand bidding. With rising CPC, evolving SERPs, and several proceedings, we have reached a new breakpoint. I will do my best to answer the most common questions I have encountered in my career. This will help guide you on how (and whether to bid) to bid on your brand terms. (For consistency, this post pretends that my brand is Seinfeld. Many references follow.) 1. Do I need to bid on the PPC brand terms? yes.
And a little no again. But most are. But not always, but ghost mannequin effect service not all. It is not an alternative decision as it is done, and not all brand terms should be treated equally. advertisement Continue reading below Branded terms should be labeled like any other SEM term. They need to have goals, KPIs, and strategies to achieve success. Do not bid up to the conditions and issue a blank check as it requires 100% impression share. There are smarter (and more profitable) ways to operate. Please ask yourself. Would you like to make this decision if the query was "the best TV show ever" instead of "Seinfeld" ? If the answer is no ... well, you get points. 2. How do I need to configure my brand PPC campaign? Configure your campaign ... Well, layer it in order of volume and budget priority in the same way you configure everything else.
My recommendation would (probably) go against the engine's recommendation, but it is. I am an adult and do what I want to do. Generally speaking, you need 4-5 "sets" of brand terminology. It's up to you to organize it into a campaign or an ad group, but we recommend splitting it either way. advertisement Continue reading below Separate core + navigation terms into unique areas In the navigation, we talk about terms such as "wwwSeinfeldcom" and "Seinfeldcom". When we say core, we mean " Seinfeld Show" , " Seinfeld" , "Jerry Seinfeld Show" and so on . These may have the highest volume, the highest tendency to convert, and the least increments. Promotional