While many advertisers using Google Adwords adopt different strategies I noticed a common theme of mistakes, which cost the advertisers dearly and weaken the impact of the marketing programs and one of those strategic errors is the use of the company name/brand as a keyword.

Why is this bad?

I was recently asked by a client to evaluate their existing PPC program which was being managed by a very respectable Adwords marketing agency and the analysis identified that 55% of all clicks came from the company name keywords where the client already had secured a SERP (Search Engine Results Page) position #1.

From all of the Web Analytics that I have reviewed of the years the most common key word used in any program is the company name (brand), which often accounts for 50+ of all organic searches.  In the example below, in a search for Netflix, the Google SERP returned Netflix in the top PPC Ad position and in the Google #1 position.  Clearly, any time someone clicks on the sponsored ad the PPC account will be debited  unnecessarily because if the sponsored advertisement was not there the user would click on the #1 Netflix entry.

 

To gain maximum impact from an Adwords program I advocated that this form of advertising should be used strategically to promote products and services that do not have a #1 SERP ranking because if you are number 1 and you sponsor your #1 position your are simply discarding you marketing dollars. Not only is this a waste but also the opportunity cost is huge.

The following two tabs change content below.
After a long career in sales, marketing and engineering design, within the manufacturing sector, George launched Web Strategic Marketing in 2009 to enable businesses to be able to effectively compete in the new world of Internet and Social Media Marketing. With the ability to develop marketing plans and marketing strategies, web site development (HTML and WordPress), search engine optimization, social media marketing, write copy and shoot product/commercial photography Web Strategic Marketing is your one-stop-shop for your Internet marketing needs.