Posted by Hans A. Koch Fri, 27 Jan 2006 16:45:00 GMT
Years Ago – “AOL Keyword: Pontiac�
Now – “Google Pontiac�
A recent GM television ad included an unusual call to action:
“Don’t take our word for it. Google Pontiac and discover for yourself.”
And the ad ended not with a URL or phone number for a local dealer, but an actual Google screenshot with Pontiac typed in. I point out the difference in marketing in the Flickr Image.
Remember AOL Keyword several years ago…this makes me laugh.
So the question is why would Pontiac pay for clicks when they are #1 in organic listings?
Many clients ask me the same question.
“Are you nuts? Why would I ever want to run a paid search campaign on my branded keywords? I’m already ranked well organically.�
Well, If you don’t do it someone else will!! If you don’t buy and manage your branded keywords, you’re missing out on the opportunity to control the way your company is represented in search. Are you willing to leave your customers experience up to chance? You can’t control what Google is going to display for your description in your organic listings but, pay-per-click you can.
Lock out competitors: In addition to controlling your message, every ad slot you take up is one less for your competition that can potentially use to lure away your competitors. The more times you are on the page the more times you will be clicked. Remember the 70/30 rule. 70% of searchers click on the organic links, 30% of searchers click on the sponsored links.
Don’t you want 30% more leads?
