PPC Blog: brand awareness

Brand Awareness is Your Insurance Policy Against Dirty Tricks in PPC

The paid search community was recently caught up in a flurry of tweets on the topic of a certain “dirty trick.”

The CEO of Basecamp, Jason Fried, complained that Google Ads allows competitors to bid on a company’s branded keywords (including his own). He claims that the practice is cowardly and nasty — and implied that it’s a dirty trick.

Fried is right in that Google does allow competitors to trigger ads with protected brand keywords. However, Google doesn’t allow advertisers to display competitors’ protected marks. (Hat tip to Marty Weintraub for the clear explanation.)

Dirty tricks in PPC

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5 Ways to Build Your Brand With Google Ads

To my delight, more and more businesses are grasping the value of building their brand via Google Ads.

For too long, the emphasis has been on performance (“How many sales are we getting? How many leads?”) while ignoring the fact that brand building is a critical contributing factor to performance success.

Brand building is an investment in your company. Because, everything else being equal, prospective customers are more likely to buy a product or service from a brand that they know (or have at least heard of) as opposed to a brand they don’t know at all.

However, brand awareness doesn’t happen on its own. You need to put some of your budget behind it.

5 ways to build your brand with Google Ads

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Matt Grimm, Ecommerce Director at Red Star Traders

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