May 28, 2004      (Continued)

What's important to remember here is, when writing up your keywords, think of what people would type in a search engine to find that nice sunny beach. A great tool to help you with this would be WordTracker, or the free keyword suggestion tool at Overture.

How to manage branded keywords
The best way to manage branded keywords is to start with your company name, its products, services, trademarks, service marks or brand names if you have any. Since your company is the only one using a specific trademark or brand name, a good idea is to only bid the minimum price asked by the search engine you are using. There is no sense in bidding more for it, since your brand or trademark should always be unique and exclusive to your company.

In fact, since no other company is competing for the same search terms you will be using, this just explains why well-known branded keywords deliver such high returns on investment (ROI). Still, you should make certain that your branded keywords are really being searched by people, again using WordTracker or the free keyword suggestion tool at Overture.

Trademarks and brand names
Surprisingly, a large number of companies don't bid on their own trademarks or brand names. In fact, I still hear a lot of executives at large Fortune 500 companies say their brand is well recognized and they don't need to bid on them. This is a very big mistake, since they are loosing out on very targeted traffic, and what's more, that traffic costs very little, since they should be paying the minimum acceptable bid for it.

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

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