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Sales Marketing
Bringing sales marketing news from around Berkshire |
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PPC Advertising Best for Brand Names
According to a recent study by online travel agency Travelocity, brand names used as keywords consistently out-perform non-branded terms and phrases in paid search (Pay-Per-Click) advertising campaigns.
Travelocity chief marketing officer Jeffrey Glueck is quoted as saying “Most of your profits come from buying your own brand name” when addressing attendees at the IAB’s recent Performance Marketing Forum. It’s a decision many companies have faced: buying your own brand names and trademarks in PPC search can present a serious strategic dilemma - particularly if that brand as a keyword ranks number one in organic search.
In a recent study, Travelocity discovered that an amazing 96% of bookings resulted from branded keywords. These kind of results are not just limited to the travel industry either. Indeed they are backed up by a recent study by 360i which concluded that although brand word terms account for only 5% of overall PPC spend, they are responsible for attracting 80% of search profit. Further research by Nielsen/NetRatings highlights similar results: 50% of all Google and Yahoo searches comprise just 100 terms, half of which are brand names.
www.businessinberkshire.co.uk/salesmarketing
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