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

SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside
  • Media

SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside

Australia’s media agency market is finally emerging from the COVID crisis, with the latest SMI data showing the market back just 4.8 per cent in October and the forward bookings detail confirming November and December ad demand is well above where it was at the same time last year. The October market was boosted by […]

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign
  • Campaigns

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign

Norwegian Cruise Line has launched its new global brand campaign, “Break Free,” encouraging travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most. Encouraging travellers to revive their destination dreams and make them holiday realities, the campaign which is a […]

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
  • Media

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”

Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]

by B&T Magazine

B&T Magazine
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
  • Campaigns

TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’

Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]

Aussie Music Stars Front New Digital Campaign For Destination NSW
  • Campaigns

Aussie Music Stars Front New Digital Campaign For Destination NSW

A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
  • Opinion

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’

In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]

Opinion

by B&T Magazine

B&T Magazine
Adgile Doubles-Down On Australia Growth With Team Expansion
  • Advertising

Adgile Doubles-Down On Australia Growth With Team Expansion

Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star
  • Campaigns

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star

Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo
  • Advertising

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo

Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy
  • Marketing

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy

7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy.  With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer.  7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]