Search Marketing: Branding

  • Using PPC brand protection to decrease campaign costs by 51%

    …; and campaign costs decreased by 51 percent. New brand protection data Since finishing the series in May, I found new data discussing the importance of protecting branded searches. Merkle published this data in their Q2 Digital Marketing Report, which analyzed their clients’ search activities in Paid Search, SEO and social media. A few highlights…

    Search Engine Landin Paid Search SEO- 15 readers -
  • Bidding on the competition: Is it really worth it?

    … These days, bidding on your competitors’ branded terms has become a common practice for paid search advertisers. To be honest, the logic behind this trend seems sound. After all, if someone is typing in a competitor’s business name, they are interested in what your competitor has to offer… which means they are probably interested in what you…

    Search Engine Landin SEO- 28 readers -
  • How to use social media to create SEO success

    … to help gain these links to your content. Another direct way having strong engagement on social media can help SEO is the simple fact that your tweets and shares are going to get in front of more eyes and are thus more likely to get links. Use social media to improve customer service Today, customers go online to make complaints or ask questions about…

    Search Engine Landin Social SEO Twitter- 15 readers -
  • Branded query optimization for SEO

    … In SEO, our daily job is to spot opportunities and capture them. This is often achieved through technical improvements, page optimization and content development and distribution. The leading edge of our success is often judged by rankings achieved — specifically, rankings achieved for non-brand phrases. In today’s post, I’d like to highlight…

    Search Engine Landin Paid Search SEO- 14 readers -
  • Brand bidding & PPC optimization: effective bidding techniques (part 7 of 8)

    … Land. Staff authors are listed here. About The Author Lori Weiman is CEO and co-founder of The Search Monitor, which provides marketing intelligence to SEM, SEO, and Affiliate Marketers. Prior to TSM, Lori developed real-time bidding and tracking products for paid search and affiliate marketing. Lori is a frequent speaker at conferences such as SES, SMX, Search Insider Summit, and Affiliate Summit. (Some images used under license from Shutterstock.com.)…

    Search Engine Landin Paid Search SEO Google- 14 readers -
  • Brand bidding & PPC optimization: enforcement options (Part 6 of 8)

    … a legal standpoint? The law (in the USA) I won’t bore you with case law here, but you should be aware of a few basic principles and how the law views brand bidding. Trademark registration. To maximize your enforcement rights in your brand name and slogans, you must register your trademarks with the USPTO (United States Patent and Trademark Office…

    Search Engine Landin Paid Search SEO- 14 readers -
  • Search Ascending: The New Brand Strategy

    … As part of the overall marketing mix, search has functioned largely as a direct response utility for marketers, complete with a monthly bill and less-than-sexy creative cred. Like any utility, search has proven to be a powerful tool for a specific task — in this case, pushing consumers through the purchase funnel. But as the consumer…

    John Cosley/ Search Engine Landin Paid Search SEO- 28 readers -
  • What To Do When The PPC Competition Plays Dirty

    … some tips on how to help combat those deceptive techniques. Foul Play: The Crime Scene Recently, we ran into an advertiser who was following all the basic AdWords guidelines for a PPC campaign – the ads themselves were structured well, and the messaging was en pointe. The landing page was also nicely done, and relevant to the ad. If we were talking…

    Pauline Jakober/ Search Engine Landin Paid Search SEO Google- 13 readers -