How To Optimise Branded Keywords

How To Optimise Branded Keywords
SHARE
THIS



In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours…

Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s biggest enterprises are spending millions, on bidding for branded keywords to generate leads and drive sales. But how effective are branded keywords and how can you measure their success in the offline world?

Michael Center-003 copy

To the uninitiated, brand keywords, as the name suggests, incorporates the company or brand’s name when being searched for online. Using telcos as an example, consumers are more likely to search using the terms ‘Telstra mobile’ or ‘Optus mobile’ or ‘Telstra internet’ and ‘Optus internet’ than a generic terms such as mobile phone or internet plans, as both companies are well established and highly recognised brands that consumers have an understanding of.

Some businesses bid for thousands of branded keywords through search engines such as Google so they can dominate search results and provide increased credibility when their paid listings appear against organic search traffic. Buying branded keywords is  often also cheaper than bidding on non-branded keywords, so for marketers there are many advantages of using them.

While measuring the effectiveness of branded keywords online is straightforward and trackable, it is not the case when the consumer switches to the offline world to complete any purchase. With some organisations holding thousands of branded keyword terms and many consumers opting to engage with a brand via the telephone following a search, gauging how effective and worthwhile these branded keyword campaigns are and the quality of the leads they generate is lost.

Through call tracking technology, brands can assess the relevance and effectiveness of keyword campaigns by tracking the calls received from each keywords or campaign.

When results are analysed it’s often the case that it’s not worth bidding on some branded keywords because they are less efficient and underperform. Marketers can use data to make decisions on smart bidding and smart spending to get more out of the same spend and divert that wasteful spending into terms that deliver leads.

Further, by integrating campaigns and linking them to their CRM, sales data can be pushed back into their bid optimisation platform to bid on the branded keywords and campaigns that are actually generating sales.

This can be taken a step further by bidding on the branded keywords and campaigns that are delivering high value sales, ensuring the business is not only getting sales calls but ones that may potentially deliver more revenue. And by splitting up campaigns into different audience segments, marketers can measure the keywords and campaigns delivering calls for specific audiences and then optimise accordingly.

Using branded keywords is a proven way for a business to generate leads and convert those leads into sales. But for under pressure marketers charged with accounting for the effectiveness of their digital campaigns, particularly when consumers switch to the offline world, call tracking can effectively provide evidence of which of the potentially thousands of keywords are delivering revenue or not.

Please login with linkedin to comment

branded keywords delacon Michael Center

Latest News

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

Spikes Asia Brings Spikes Awards Forward To February 2021
  • Media

Spikes Asia Brings Spikes Awards Forward To February 2021

Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]

Finalists In Round One Of 2020 Australian Effie Awards Announced
  • Advertising

Finalists In Round One Of 2020 Australian Effie Awards Announced

Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
WPP AUNZ Launches Secrets & Lies Podcast Series
  • Advertising

WPP AUNZ Launches Secrets & Lies Podcast Series

WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured).  The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]

Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine
Melbourne, Australia - July 26, 2018: Homeless man sits in front of Westpac bank in Melbourne Australia
  • Technology

Westpac Group Partners With Verizon Media DSP For Omnichannel Solution

Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]

Adobe Analytics Adds Mobile App
  • Technology

Adobe Analytics Adds Mobile App

If there's anything to be said about the Adobe company, it doesn't sit on it laurels. Discover its latest gizmo here.

Nova Cuts 70 Employees Amid Pandemic
  • Media

Nova Cuts 70 Employees Amid Pandemic

All B&T will say here is, whoever decided having Szechuan bat for dinner was a good idea has a LOT to answer for.

by B&T Magazine

B&T Magazine
Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Here's top tips on getting out of a cashflow crisis that don't include robbing the kids' moneyboxes or a 7-Eleven store.