It’s been said that the three rules of marketing are brand recognition, brand recognition, and brand recognition. Given that, marketers spend considerable funds and resources to ensure that people recognize their brands and connect with them. In other words, brand matters. Yet, when it comes to PPC marketing, the importance of brand gets a little fuzzy-especially for B2B marketers.
From my experience, branded keywords tend to play a relatively small role in the PPC efforts of many B2B marketers. In fact, the number of B2B companies actually leveraging their brands in PPC appears to be quite low. The reason? Many B2B marketers feel that their customers and prospects already know their brand and/or how to find them; or that their sales force is already speaking with anyone they could envision as a client. Ultimately, they feel that spending money on branded PPC search ads would be a waste.
From my experience, branded keywords tend to play a relatively small role in the PPC efforts of many B2B marketers. In fact, the number of B2B companies actually leveraging their brands in PPC appears to be quite low. The reason? Many B2B marketers feel that their customers and prospects already know their brand and/or how to find them; or that their sales force is already speaking with anyone they could envision as a client. Ultimately, they feel that spending money on branded PPC search ads would be a waste.
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