Jeffrey Glueck of Travelocity has some really fresh and interesting views on where to spend your marketing money and how to measure the return on investment to maximize the efficiency of your efforts.
It’s not rocket science, Glueck’s idea is indeed very simple, but at least I hadn’t thought of this before, though of course I haven’t really been involved in running TV commercials or other such advertising campaigns.
Glueck is basically saying two things: a) Clicks on search engine ads can sometimes be derived from TV commercials or other marketing efforts that made the user make the search, and b) a lot of the searches that result in clicks are made specifically for a brand name, which makes it misleading to bundle all search words together when generic words (such as “Hawaii hotel”) aren’t pulling their weight.
Another issue, that I don’t believe Glueck discussed in his answer, is that to me it seems quite pointless to pay for your own brand name, at least if you are a somewhat big brand – because you will still end up at the top of the search list. In the case of Travelocity, Glueck’s company, searching for “Travelocity” on Google results in their paid ad at the top, followed by the exact same link at the top of the ordinary search results. The following three results are also links to various Travelocity sites.
If I were Travelocity, or any other major brand, I wouldn’t pay for my own brand name, which may sound like a small deal, but the numbers in the interview said that as much as three quarters of the search engine clicks are done with your own brand name as the search word. In other words this practice would cut costs of search word advertising with 75 per cent.
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4 comments:
Now when you say it, it really seems rather pointless to pay for your own brand name? Although of course maybe its simply to block any competitors to put in their own ads on your brand name, which would probably be a risk of loosing potential customers who go to the ad instead of clicking your own link? Maybe is worth the extra cost?
That's exactly what i was thinking Donny. It feels like you are allmost obligated to buy the add spot for searches on your company name. Imagine someone searching for travelocity and then the first thing that shows up is a link to a compeditor.
I Think that even it's pointless to pay for your own brand name, advertising your brand name is important. Various marketing plan should hit the nail right on the head. I think there are several way that make people to click your site. It is value of product and brand name. People are always anguished with product and brandname. So I think there are many way to to spread brand name.
for the efficient internet marketing at a low cost, it will be critically important to be on the top search list. to do that, i believe to have your own unique key word, and then, to create good contents at the earlier stage is important. Not with your own brand name, but, with the selling products or service category, you would have to spend some money if you're not on the top list in those categories.
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