MarketingSherpa has offered advice to those considering bidding on branded keywords when using pay per click services – a practice that it says could be beneficial for some.
The website suggested that marketers be absolutely sure that branded keywords will boost traffic, as if it does not the investment will not be worth it.
Those choosing to go ahead with such campaigns should first see which other companies are also bidding on the branded keywords that they want and check which websites their ads link to.
It is also a good idea to keep a close eye on branded campaigns after they have been set up and to research common brand misspellings, as well as how customers refer to the brands in questions.
Monitoring social networks can be a sound way of determining how consumers tend to refer to specific companies, MarketingSherpa said.
Meanwhile, a recent study by the Institute of Practitioners in Advertising found that some brands are now paying more for keywords containing their own names on Google, despite the fact that these terms seem to be offering lower click rates.