This one generated a lot of interest so enjoy the reblog!
“But why should I spend money on my own branded terms? If someone is searching for my brand, they already are interested in my company.”
Two reasons: Competition and consumer behavior.
Competition: Anyone can buy your branded terms. It’s not uncommon for competitors to buy each other’s terms in fact so that they are showing up alongside whoever the user searched for. And, if you aren’t buying your own branded terms, chances are your competition knows that and may be seizing the opportunity to show up in a search for your brand. Why risk having a prospect click on the competition? As the graph above shows, the higher you appear on the search page, the more clicks you’ll get.
The example below shows results of a search for Ethan Allen sofas. Walter E. Smithe bought the branded term, while…
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