PPC Strategies
Goodbye Summer, Hello Holidays!
by Lora Parker on 09/17/2009 at 1:01 pm in Online Strategies, PPC, PPC Strategies
It’s that time of the year – and if you haven’t finalized your holiday plans yet, you should very soon. While some retailers have already begun their holiday campaigns, most studies show that consumer interest starts in October and actual purchasing peaks around the 2nd week in December, so it’s not too late to start engaging with your consumers. The key date for holiday launch last year was around Oct 19th, which was about 9 days earlier than the prior year. A combination of slow sales (due to a weak economy) and a desire to break through the clutter were probably key elements in driving a retailer’s need to sell earlier. As you roll out holiday plans, here are few best practices to consider.
Full StoryPaint or Potato Chips?
by Kevin Freemore on 06/22/2009 at 5:27 pm in Brand Management, PPC, PPC Strategies
Do a search for “eating paint chips” and take a look at how many paid search ads come up. There’s an ad for Healthy All-Natural chips, which you might want to consider if you really are interested in eating Kelly-Moore Latex Sour Cream and Onions. There are also a number of well known paint companies that are advertising and hopefully not intending for their brand of paint to be used as a snack. And who knows–there may come a day when paint is flavored and non-toxic. Glue is ok to eat now, right? Anyway, you get the idea. It took me a whole minute to find an example of this, and believe me, there were plenty more that were way worse. Now, ask yourself a few questions. What does this do to my search performance and what does it do to my brand image?
Full StoryDoes It Make Sense To Run Branded Paid Search?
by Jeff LeVan on 05/20/2009 at 6:14 pm in Brand Management, Nonbrand Strategy, PPC, PPC Strategies
Does it make sense to run branded paid search? If you run branded search are you just taking credit for conversions that would have happened anyway? Is running just non-brand the way to go because it drives purely incremental revenue? Even if it kills your paid search ROI, these are valid questions to consider. It’s important to think about how paid search impacts a client’s business as a whole, not just boast about glitzy 50-to-1 ROI numbers from just running brand. These are the issues that we tried to consider when devising a test to determine whether or not it makes sense for a particular business to run branded paid search.
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