A branded campaign is internet marketing campaigns that involve paying for the privilege of appearing as an advertisement when a user searches for the name of your company. As with all forms of advertising, your company bids on certain keywords when you wish your advertisements to appear when a user searches for that particular keyword. The keywords your company chooses will depend on what you are attempting to advertise. If you are attempting to sell a service, a different set of keywords will be required than if you were trying to sell products. In addition to choosing the appropriate keywords, you will also need to create content based around those keywords. In essence, your company’s website must “sell” itself to the search engines so that it appears when a search engine’s keyword phrase is searched for.
Branded campaigns can be either pay-per-click (PPC) or organic. Organic campaigns can have minimal expenditure, but pay-per-click campaigns have sizeable advertising costs. Pay-per-click advertising is usually displayed on top of the sponsored listings that appear at the top of every search engine’s search results. This means that if a user searches for a keyword such as “plumber” and your site appears at the top of the list, he/she will then click on your advertisement, which will bring you into contact with the company. Organic campaigns, however, are not displayed at the top of the sponsored listings; rather, they are located closer to the bottom of the list, or sometimes even in the “sponsored by” section.
Organic advertising campaigns generate traffic from browsers that are searching for similar products, services, or keywords. These ads are designed to be as natural as possible – they closely mimic the language a real person would use when searching for a particular product or service. For example, a “plumber” might type out the name of his favorite plumbing company when searching for one. A “real” plumber would probably describe his profession, his location, and the features of his equipment in these exact ways.
In order to make your website appealing to search engines and to customers, it must rank high in its respective quality score category. Google and other major search engines rely on a number of elements to calculate a quality score, including the frequency that links are clicked on, the number of times keywords are used in the domain name, the length of the domain name, and the popularity of the site among other factors. Higher quality scores mean that your site will attract more visitors and will generate more sales. Therefore, all efforts should be made to ensure that your web pages receive the highest quality scores. However, one important factor that many webmasters overlook is the importance of choosing the right keywords.
Organic search campaigns, as well as paid advertising campaigns, rely on carefully selecting appropriate keywords in order to draw search engines’ attention. Organic SEO campaigns, which involve building links to high-quality websites and blog sites, use negative keywords in order to avoid appearing on search engine results pages with unpaid links. Meanwhile, paid advertising campaigns rely on high quality keywords in order to attract customers and increase brand recognition.
The success of any online marketing campaign largely rests on the relevancy and placement of advertisements. Marketers know that the key to success lies in finding the most relevant search results page for a given set of keywords, thereby ensuring that the targeted audience finds it easy to locate the advertisement and make a purchase. Therefore, in addition to building links and optimizing the web content, marketers also focus on placing their ads at the top spots of the search results page. However, even though this technique can help you achieve a higher ranking on the search results page, it is important to keep in mind that there are some factors that make it ineffective in increasing your website traffic and, hence, profits.
One of the biggest reasons why Branded Campaigns fails is that they do not incorporate the right kind of keywords in their advertisements. If the keywords used in your Branded Campaign do not closely match with those used by competitors, then your ad will not be able to appear at the top spot of the search results page and you will not achieve the visibility that you are aiming for. Many search engines check the quality scores of websites and if they find out that your website has low quality scores, then they will not feature your site in their search results page. Hence, it is important that you build your business name and reputation on relevant keywords in order to succeed in making Branded Campaigns successful.
On the other hand, in case of organic search terms, advertisers can target their advertising campaigns towards specific population, which is more likely to make a purchase. Hence, it makes sense that organic search terms are much more effective than Branded Campaigns, if you wish to increase the traffic to your website. Thus, the success of Branded Campaigns relies on whether you use the right kind of keywords to target potential buyers or whether you go for generic terms, which will not make a big difference in your rankings.