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Brand bidding & PPC optimization: future of brand protection (part 8)
What's on the horizon for brand bidding in PPC? Columnist Lori Weiman wraps up her 8-part series on brand bidding by looking to the near future and discussing trends that search marketers can capitalize on.
Welcome to the conclusion of my eight-part series on brand bidding. If you’ve stuck with me this far, you’ve seen why brand bidding deserves the 10,000+ words I’ve written on the topic.
As an ad monitoring platform with global reach, The Search Monitor (disclosure: my employer) is privy to a wealth of performance data on brand bidding. We’ve had two major “aha” moments lately:
- The top PPC performers are vigorously defending their branded terms, while simultaneously bidding smartly on others’ branded searches.
- Many marketers pay little attention to their own branded searches and are outright missing opportunities to bid on their competitors’ branded terms.
Today’s article focuses on the future of brand protection. I will provide five important trends in brand bidding, each accompanied by a tip for taking advantage of the trend. So, let’s go!
Trend #1: Agencies will incorporate brand bidding into best practices
I predict that brand bidding as an optimization tool will grow into an agency best practice. Agencies have a huge opportunity to use brand bidding to improve client campaign performance, increase retention and boost their business development efforts.
For campaign performance, just look at the results produced for Avery in this brand optimization case study. You’ll see how an agency used brand bidding and optimization to boost Avery’s clicks and bring CPC (cost per click) down.
Many of our agency clients have told us how they routinely highlight their brand protection services (and actual results) when approaching a new client and actually challenge the new client to find similar results with other agencies.
I expect demand for brand optimization skills to continue to grow, especially when you pitch stronger brands. So, start working on those results slides now!
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.