How to use brand bidding

Guest post by: Greg Pipe
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Brand bidding is an effective way to control company reputation and avoid a great loss in traffic.

Anyone can bid on your brand name, there is nothing stopping it anymore. If you don’t bid on your brand name, there is a decent chance that one of your competitors will appear at the top of the search results when someone is looking for you. It’s like driving past Sainsburys to get to Tesco; it’s inevitable that you’ll lose some customers, it’s just a question of how many.

Depending on brand objectives, playing ignorant to bidding on your own brand presents an opportunity for resellers and affiliates to use your brand name to encourage your traffic towards to their desired destination.

Regardless of placement in Google for your brand name, paid ads are constructive platforms for new promotions or products and directing visitors to a unique landing page, due to the flexibility of changing adverts.

Along with traffic loss, brand reputation needs to be controlled. If someone is using your brand for negative means, that could influence the way customers perceive the brand.

An example of someone using brand bidding for productive use is say a car dealership that sells Audis. In order to attract people interested in buying an Audi, the car dealership would bid on the Audi brand name to ensure their ad appears in the search results. This can be viewed as a positive bidding approach, using a well established brand to generate interest in your own.

If you need assistance setting up a PPC campaign or require help improving ROI, get in contact and discover valuable techniques you are yet to discover.

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About the Author: Greg Pipe

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Greg has been working in the UK advertising and marketing industry for almost 20 years and in that time has worked across all types of media; from outdoor billboards, to radio, to national and regional press to the Internet. This enabled him to set up The Media Cube in 2002, along with some colleagues, as a marketing agency, to bring that same broad national experience to smaller clients who wouldn’t usually get a look in with the big blue chip agencies. Greg believes passionately in trying to help clients maximise their return for their investment and ensure they get the sort of attention they deserve. Their success over the years has meant they are able to offer a wide range of services to help any business improve their sales. This was further added to by the launch of TMC Training, a sales training division set-up to help business get the most out of their sales force. Greg believes that a company’s sales team are one of their most important assets and by training them to work more effectively, can help any business grow, even in these tough times. To find out how they could help you please visit their website at www.themediacube.co.uk
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