Wednesday, November 19, 2014

Tips for Using Branded Keywords

Not sure how to use branded keywords? Here are a few of the best tips and articles on using branded keywords:

Are You Really Standing Out?: Brand Keywords in PPC
If there’s one PPC practice that should be instilled among all advertisers, it’s to make your brand stand out: not just physically or visually, but behind the scenes as well.

Of course, advertisers want their brands to stand out above the rest, that is a given; but it’s important to keep this same methodology in place when compiling your PPC campaigns (and I’m not just talking about writing an eye-catching ad).


Introducing Branded Keyword Rules and Metrics
Looking at your site’s aggregate organic search traffic is a bit like docking a boat without a depth sounder: Sure, you can gauge where you need to go, but you’d be wise to have more details before you head in.

On that same tack, we should have more detail about our overall search traffic before we use it to make decisions. First and foremost, this bucket of attention can be divided into two groups that we need to watch differently: branded and non-branded traffic.


Targeting Branded versus SEO Keywords
It’s no longer in dispute that Google places a premium on branded websites when it comes to choosing the pages to display in its search query results listings. And from Google’s standpoint, this practice makes sense. The search engine’s goal is to provide users with the best possible results, and there’s no doubt that some users prefer the “known quantity” of a branded website than the potential risk of an unknown competitor.


Branded vs. Non-Branded SEM
Whether a company should bid on their own brand name to fortify their search position is a subject of fierce debate. There are reasonable arguments both for and against the issue.

This article is going to shy away from arguing for one “correct” answer. Instead, we’ll explore some of the key considerations and try to equip you with the information needed to make the right decision for your organization.

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