Today, Simone follows Kate's post on Dynamic Text Insertion, with another gem from the Creative Services Team on using branding techniques in your adCenter campaigns.

 

Mel - adCenter Community Team

 

The Creative Services Team has another tip up its sleeve to enhance the performance of your ads. This week we’d like to draw your attention to the benefit of using brand names in your ads.

 

 

The creation of a strong brand identity is important to every company, large and small, all around the World. Brands built with care can say a multitude of things in just one word such as: hip, secure, quality, trendy, established, reliable, cutting edge, energetic, leadership and trustworthy. Advertisers go to great lengths to strengthen and protect their brand identity through traditional advertising mediums.  We believe that it is just as important for this to extend to paid search advertising. Please read on to find out why.

 

 

Approximately 35% of the top searches in the UK, USA and France are brand related, which gives you an idea just how brand focused our Live Search users are. If your brand is strong (and strong brands come in all shapes and sizes) include it in at least in one of your ad titles and try to get it in the descriptions too! We have often seen click through rates (CTRs) increase when brand names have been included effectively.

 

 

One might argue that space is at a premium in the world of search advertising ad copy but if your brand is strong, it will say more than a thousand words! Strong brands can also be a very powerful unique selling point as some users may prefer to buy or use a trusted source instead of a unknown one.

 

 

Using ‘Official Site’ in your ad title (when appropriate) will further help you to stand out from the crowd. This works best when you own a big brand, are selling a unique product or when you are dealing with multiple affiliates. A good example of this is the vacuum cleaner manufacturer, Dyson, who offer their products directly to the consumer as well as through resellers.  They could incorporate ‘official site’ in their ad text to attract customers that need more information about Dyson in general, or who feel more confident buying directly from the manufacturer.

 

 

So don’t waste any time! Boost that brand and stand out from the crowd!

 

The next Creative Services post will be in the hands of Libby Thomas next who will explain what pricing and special offers can do for your account performance.

 

Simone Schuurer - Creative Services Team