Strategies for promoting branded queries

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The main strategies used when promoting brand queries are defense and attack.

Defense Strategy

In this case, all efforts are focused on displacing competitors from the top of search results.

60% of the screen is occupied by advertisements located above the organic search results, pushing them to the second page and below, even if the site is well optimized. We are talking about PC monitors, while in the mobile version, most often only the advertising leader has a chance to be seen. Branded queries allow you to take the medical insurance leads email list most advantageous place and catch the eye of the audience.

As part of the protection strategy, the following rules must be followed:

Use selling queries, that is, combine the name of the brand and a popular product or auxiliary word (sale, promotion, discounts).

Indicate in the text of the ad that the link leads to the official website; this will help increase consumer confidence.

Strive to ensure that the advertising block takes up as much space on the screen as possible by using the maximum permitted number of characters.

Maintain your reputation: Make sure your landing page is relevant to the information in your ad.

Attack Strategy

Here, the desire to take the first positions comes first, ahead of competitors and automatically increasing the number of clicks on branded queries. The best result that will give the company a huge advantage over competitors is an advertising block and one of the lines on the first page of organic search results. There will be many more clicks on context if the link to the site in organic search is closer to the end of the first page.

This theory is confirmed by the results of a study conducted by Google based on 390 cases. The first position in the search adds 50% of clicks from advertising, 2–4 positions – 82%, and placement on the fifth line and below – 96%.

Research by Bunnyfoot yielded similar results, showing that 36% of users do not differentiate between organic and contextual. It also found that 27% of people were surprised that Google even hosts ads.

Both strategies can coexist in the same marketing campaign, not only without interfering with each other, but also allowing for maximum efficiency.

Having launched contextual advertising for branded queries, it is necessary to monitor the results of the promotion, namely:

calculate what share of organic results was taken over by contextual advertising and what the combined traffic was;

compare conversion rates for branded search and context;

track the behavior map to understand what kind of traffic leads to a purchase and evaluate the profitability of contextual advertising;

observe the growth of branded queries: how their number increases, what auxiliary words are used in searches.