Investing in brand keywords is critical for two reasons. First, it allows you to directly influence your brand’s presentation on the SERP. Second, it helps you to rank higher for branded searches, which can result in increased traffic and ROI.
Search marketing is normally seen as a core tactic within digital marketing programs. Understanding the intent of users actively searching for your products or solutions is a no-brainer, right? What seems like a simple question, can often be complicated. The real challenge is not just understanding what people are searching for but also how those searches might change over time.
This is where having a clear brand keyword strategy comes in. By mapping out the keywords you want to rank for to specific pages on your website, you can ensure that your site is optimized for the right terms, giving you the best chance to rank in organic search results.
Not only will this help improve your chances of ranking on the SERP, but it will also help improve click-through rates (CTRs) and organic traffic.
A well-crafted brand keyword strategy can be the difference between success and failure in search marketing. So, if you’re looking to take your search marketing program to the next level, consider investing in brand keywords.
Investing in brand keywords is critical for two reasons. First, it allows you to directly influence your brand’s presentation on the SERP. Second, it helps you to rank higher for branded searches, which can result in increased traffic and ROI.
When it comes to choosing brand keywords, there are a few things to keep in mind. First, try to choose keywords that are relevant to your business and that potential customers are likely to search for. Second, make sure the keywords you choose are ones that you can realistically rank for. Third, consider using long-tail keywords or phrases to increase your chances of ranking high for branded searches. By investing in brand keywords, you’ll be able to improve your brand’s visibility on the SERP, which can lead to increased traffic and ROI.
Search marketing is normally seen as a core tactic within digital marketing programs. Understanding the intent of users actively searching for your products or solutions is a no-brainer, right? What seems like a simple question, can often be complicated. The real challenge is not just understanding what people are searching for but also how those searches might change over time.
This is where having a clear brand keyword strategy comes in. By mapping out the keywords you want to rank for to specific pages on your website, you can ensure that your site is optimized for the right terms, giving you the best chance to rank in organic search results. Not only will this help improve your chances of ranking on the SERP, but it will also help improve click-through rates (CTRs) and organic traffic.
When it comes to choosing brand keywords, there are a few things to keep in mind:
- 1) Try to choose keywords that are relevant to your business and that potential customers are likely to search for.
- 2) Make sure the keywords you choose are ones that you can realistically rank for.
- 3) Consider using long-tail keywords or phrases to increase your chances of ranking high for branded searches.
By investing in brand keywords, you’ll be able to improve your brand’s visibility on the SERP, which can lead to increased traffic and ROI. So, if you want to take your search marketing efforts to the next level, consider investing in brand keywords. It could be the difference between success and failure.
SERP Authority
Search engines are a part of everyday life. Billions rely on search engines to answer information gaps in real-time, daily. They are a genius resource that only grows in terms of adoption and value. Because we use search engines to solve problems, our brains naturally establish a correlation between the position of a search result and its importance to our original question.
Search ads sit above the organic listings in premium real estate – directly below the search bar. Search ads are typically the first thing a user sees after initiating a search. Not only does your ad prevent competition from this prime real estate but in addition, you can control the message users are seeing. While site content can be perfect for search results, PPC provides full freedom over the presentation of your brand’s memo. The impact of brand SERP management grows as the size of our screens shrinks. Mobile searches continue to increase across almost all categories of searches. Controlling the top result of a mobile brand search is a must, as the searcher’s attention is focused on the limited listings that make it above the fold.
Auction Dynamics
Search ads are bought in an auction where both the advertiser and the publisher (Google, in this case) compete to showcase the ad. In this auction, two main factors determine if your ad is eligible to appear: quality score and bid price. Quality score is a metric that Google uses to determine the relevancy of your ad and landing page to a searcher’s query. The higher your quality score, the less you have to pay per click. Bid price is simply how much you’re willing to spend on each click of your ad.
While these two factors play separate roles in determining your position on the SERP, they are often intertwined. The relationship between quality score and bid price is important to understand because it can help you optimize your spending and get the most out of your PPC budget.
For example, let’s say you have a quality score of 8/10 and you’re bidding $1 per click. In this case, you would have a higher position on the SERP than someone with a quality score of 7/10 who is bidding $2 per click. This is because Google considers your ad to be more relevant to the searcher’s query, so they are willing to reward you with a lower CPC. This example highlights the importance of having a high-quality score. Not only will it save you money but it will also improve your position on the SERP, giving you more opportunities to be seen by potential customers.
Meet The Customers Where They Search
Digital marketing has given rise to a new type of customer: the informed buyer. This customer is more empowered than ever before and has access to a wealth of information at their fingertips. Because of this, they are often further along in the buying cycle than traditional customers. They know what they want and they know where to find it. All that’s left is for you to meet them where they search with a well-optimized brand campaign.
By targeting these searchers with relevant ads, you can guide them through the final stages of the buying cycle and turn them into customers. But how do you reach these searchers? And once you do, how do you create an effective brand campaign that will resonate with them? The answer lies in understanding the customer journey and using that understanding to create a campaign that targets customers at each stage of their journey.
The customer journey is the path a customer takes from awareness to purchase. It’s important to understand the customer journey because it provides valuable insights into what customers want and need at each stage of their decision-making process. This understanding can then be used to create more effective marketing campaigns that target customers at each stage of their journey.
Messaging Autonomy
Your messaging should be different at each stage of the customer journey. This is because customers’ needs and wants change as they move from awareness to purchase. For example, a customer in the awareness stage may be interested in general information about your product or service, while a customer in the decision stage may be more interested in specific features or pricing.
By creating messaging autonomy, you can be sure that your message is relevant to the customer and that it stands out from the competition.
Here are some tips for how to manage that conversation:
- Don’t panic: It is a common question to get and comes from a rational perspective. It is our job as specialists to inform why brand search is so valuable.
- Consult your platform reps: If you are working for an agency or brand with existing platform partnerships, lean on your reps as they have the information that calibrates the impact of SEO and PPC in conjunction. If not, Google Support should be able to point you toward useful sources.
- Turn to the numbers: Brand search is one of the most cost-effective digital marketing strategies. Work with your analytics team to construct a data-driven story.
- Measure impact: If budgets do end up decreasing, make sure you have a measurement in place that computes the impact and how much volume is being recovered by your SEO listings.
About AdToro
AdToro has worked with some of the biggest brands in the world to deliver digital marketing services from Search Engine Advertising, Social Media Advertising, Influencer Marketing, Amazon Advertising, Email Marketing, Programmatic/Native Advertising, Brand Strategy, Organic Social, Creative, and SEO.
