What Spending Over 10 Million On Branded Search Taught Me

TL;DR

Branded search is crucial for protecting your brand from competitors.

Transcript

google makes over 147 billion dollars every single year and a lot of that revenue comes in from branded search so people who are running ads on their own brand name because competitors are also running ads on their own brand name and creating an auction around their own brand name hi everybody i'm john linkin with ignite visibility i've run million... Read More

Key Insights

• Branded search involves running ads on your own brand name to prevent competitors from dominating search results and increasing brand visibility.
• Absolute top impression share is a key metric, representing the percentage of impressions received at the top of search results, crucial for gauging branded search performance.
• Companies should actively monitor and manage who uses their brand name in ads, implementing measures like cease and desist orders or notifying Google of trademark ownership.
• Affiliates and third-party sites can inflate branded search costs by bidding on your brand name, often selling back your own business, necessitating careful cost-benefit analysis.
• Deciding between investing in branded versus non-branded search depends on brand recognition and marketing strategy, focusing on absolute top impression share helps make informed decisions.
• It's vital to evaluate branded search efforts across multiple platforms, including Google, Amazon, and Bing, to optimize brand presence and advertising efficiency.
• Eliminating unauthorized use of your brand name in ads requires systematic competitor analysis and strategic decisions about affiliate participation in auctions.
• Branded search is a dynamic field requiring constant vigilance and adaptation to maintain brand integrity and cost-effectiveness in advertising.

Questions & Answers

Q: What is the importance of branded search?

Branded search is crucial as it allows companies to maintain control over their brand presence in search results, preventing competitors from dominating the space. This ensures that potential customers see the company's brand first, which is vital for brand recognition and customer acquisition.

Q: How is absolute top impression share calculated?

Absolute top impression share is calculated by taking the number of impressions a brand receives at the top of search results and dividing it by the estimated number of impressions the brand is eligible to receive at the absolute top location. This metric helps evaluate branded search performance.

Q: Why should companies monitor who uses their brand name in ads?

Monitoring brand name usage in ads is essential because unauthorized use can lead to increased competition and inflated costs. By implementing measures like cease and desist orders and notifying platforms about trademark ownership, companies can protect their brand and optimize advertising expenses.

Q: What challenges do affiliates pose in branded search?

Affiliates can inflate branded search costs by bidding on brand names and selling back the company's own business. This requires companies to conduct a careful cost-benefit analysis to determine whether allowing affiliates in auctions is beneficial or if it leads to unnecessary expenses.

Q: How should companies decide between branded and non-branded search investment?

The decision between branded and non-branded search investment depends on brand recognition and marketing strategy. Companies should focus on absolute top impression share to make informed decisions, balancing efforts to attract new customers with maintaining brand visibility among existing audiences.

Q: Why is it important to evaluate branded search across multiple platforms?

Evaluating branded search across multiple platforms like Google, Amazon, and Bing is important because it allows companies to optimize their brand presence and advertising efficiency. Each platform has different dynamics, and a comprehensive approach ensures consistent brand visibility and performance.

Q: What steps can companies take to eliminate unauthorized brand name use in ads?

Companies can eliminate unauthorized brand name use in ads by systematically analyzing competitors, implementing cease and desist orders, and notifying platforms like Google about trademark ownership. This strategic approach helps maintain brand integrity and reduces unnecessary advertising costs.

Q: What is the role of branded search in digital marketing?

Branded search plays a pivotal role in digital marketing by ensuring brand visibility and protecting against competitors' attempts to dominate search results. It requires constant vigilance and adaptation to maintain brand integrity and cost-effectiveness, making it a dynamic and essential component of marketing strategies.

Summary & Key Takeaways

• Branded search is essential for companies to maintain control over their brand presence in search results. By running ads on their own brand name, companies prevent competitors from dominating the space, ensuring that potential customers see their brand first.

• Absolute top impression share is a critical metric for evaluating branded search success. It measures the percentage of impressions a brand receives at the top of search results, helping companies determine the effectiveness of their branded search strategies.

• Managing branded search involves addressing unauthorized use of brand names in ads. Companies can use cease and desist orders and notify platforms like Google about trademark ownership to protect their brand and optimize advertising costs.