Brand PPC isn't a new strategy, but do we take it for granted? Often, due to large search volumes, a small uplift can make a big difference. This BrightonSEO 2018 talk aims to showcase how to improve your brand PPC, and overcome competitor bidding.
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The Hidden Potential Of Brand PPC - BrightonSEO 2018 - Daniel Moore
1. Daniel Moore
MINDSHARE
The Hidden Potential Of Brand PPC
https://www.linkedin.com/in/danielmoore33/
https://www.slideshare.net/DanielMoore11
2.
3. Programmatic Branding: What is the future?
Today’s Topics
1. Understand why brand PPC warrants your time
2. Review competitor bidding situations
3. Showcase real life examples
4. Highlight how this can be utilised in your business
13. Competitors Saw The Opportunity
£0.00
£0.35
0
6
BrandAvg.CPC
No.CompetitorsInAuction
Brand PPC - No. Bidding Competitors vs Avg. CPC
No. Competitors In Auction Brand Avg. CPC
14. May 2017 Was The Final Straw!
0
100,000
Impressions
Brand vs Total Competitors - Pure Brand Query
Impressions by Month
Brand Impressions Total Competitor Impressions
15. Total Competitor IS > 100%
£0.00
£0.35
0.00%
120.00%
BrandAvg.CPC
SearchImpressionShare
Brand vs Total Competitors - Search Impression Share of
Pure Brand Queries vs Avg. CPC
Brand IS Total Competitors IS Brand Avg. CPC
16. Find Significant Variables
Total Competitor
IS
No. Competitors
In Auction
Total Competitor
Impressions
Brand IS
Brand
Impressions
Available
Impressions
Avg. CPC Correlation 0.92 0.82 0.81 0.02 -0.05 -0.07
0.92
0.82 0.81
0.02
-0.05 -0.07
-1.00
0.00
1.00
Index
Brand PPC - Correlation (As Index) With Avg. CPC
23. PRO
Shows you’re
not backing
down, so they
may back off.
CON
Competitors
could increase
bids. Strained
relationships.
WHEN
Customers in
the marketplace
are not
advocates.