Branded Search – The Right Way

March 26, 2009
by Paul OConnor

At Latitude we have worked with our clients on various SEM strategies and we are in a privileged position when it comes to understanding the best way to integrate SEO and PPC. This article should help explain why you should always have a brand presence on both PPC and SEO in order to keep all your bases covered.

There are 3 key reasons for maintaining a brand presence on PPC:

1. Protection

• Competitors will take prime position on brand keywords if they are removed. This allows them to capitalise on the traffic which may be generated through TV advertising and subsequent online queries. Ultimately you will be paying through other advertising activity for a portion of their success.

• Indeed, Enquiro research supports the need for constant brand visibility through paid and organic listings as the net effect of the two produces a significant uplift of around 7%.

• Furthermore, competitors that achieve top position for someone else brand terms can steal up to 30% of the CTR when brand terms are not protected.

• According to our analysis SEO, will not recoup the deficit left from a paused brand campaign. Up to 31% of historic volumes will be ‘lost’ to competitors.

2. Visibility

• Wherever customers are in the buying cycle, branded PPC ads need to be present to reinforce and influence the final decision to purchase.

• Through last click analysis, brand PPC searches convert well, but they will also contribute to the user-journey at the earlier stages: the ‘Consideration’ and ‘Research’ steps.

3. Control

• PPC is a completely flexible and measurable channel and as such is perfect for maintain complete control of the messaging.

• Messaging can be changed and updated regularly according to the latest (and strongest) offers, supported by campaign data and trends

Ultimately, it pays to market your brand through SEO and PPC simultaneously because it effectively doubles your likelihood of receiving a click.

Although the perceived cost-saving from pausing brand PPC activity can seem appealing at first the associated traffic will not filter down to your organic ad 100%. In fact you could be giving away your cheapest and most relevant traffic to your competitor.

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