In Asia Pacific SEM industry, I kind of prefer working with clients who have no knowledge at all about online. When they know something but not everything, they insist doing the wrong thing or not doing the right thing.
One client from travel industry asked to remove all brand keywords proposed from the paid search campaigns even though we showed why they should not do so. Why? Simple: because they rank very high on brand terms in organic search listings.
Let me list again some benefits of using brand keywords with generic ones revealed by several studies sponsored by Google and Microsoft.
First of all, let’s see the benefits of using brand keywords even when you have top organic listings. Enquiro released a study last year, commissioned by Google, showed several interesting findings when brand term is in top ad and top organic listings:
- increase in brand association
- lift in aided brand recall
- purchase consideration increase
- boosted purchase intent
Okay, that’s Google’s message; let’s see what Microsoft said:
As the driver of conversions, it is vital that you are represented at the brand level so that you donâ€™t lose potential customers at the final hurdle to a competitor. In addition, one of the standard measures of a brand across all advertising mediums is the level of trust that brand has. Appearing position 1 in both natural and PPC listings reinforces your brand in terms of visibility to the user, while also enhancing trust in the brand.
In another a joint study by Microsoft with Sony, it also shows that exposures to Sony search ads on Microsoftâ€™s Live Search lifted purchase intent and drove likelihood that the viewer would recommend the Sony product.
A survey on search behaviour by Neilsenâ€™s Net Ratings in August/September 2007 also found out that over one third of respondents reported that they view a website more favourably if it appears in the sponsored links section.