January 18, 2007     (Updated from our Sep. 17, 2004 article)

In today’s competitive markets, it’s a well-known fact that trademarks and well-known brand names can achieve a much higher conversion rate than with generic keywords.

In fact, the direct response television (DRTV) advertising industry estimates that about 21% of consumers watching commercials for an “As seen on TV” product, type the brand name of the product directly in the search box of Google and Yahoo, etc.

In the first four or five listings that come up, they then click on the link that will bring them to a website that sells that product. It is also conservatively estimated that about 20% of the people that click on one of those websites will actually buy the product. These statistics are really impressive and prove that trademarks work, not just in TV advertising, but equally as well on the Internet.

REVShare Corporation is a cost-per-acquisition (CPA) media broker for the television industry, and has successfully achieved the above conversion rates for their largest TV advertisers, using the power of well-know trademarks and recognized brand names. REVShare was also involved with part of the search engine marketing aspect of these advertiser’s websites.

How to go about it
The strategies involved in optimizing a site selling major trademarks or brand names are pretty much the same as optimizing a site that sells generic products. Such things as ‘How To’ pages, an easy-to-understand FAQ (Frequently Asked Questions) section, some helpful ‘Learn More’ subsections are all great places to include and optimize for your main keywords, and especially your trademarks.

Next: The power of headlines and sub-headlines >>>

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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