AdWords - Small Business Branding

The positioning of a mark in the Web not only includes/understands the organic positioning of its site. The first a to formulate, to draw up a plan of action with goals specifically defined. The first decision that we would have to take is to define if we will position our referring site as of a mark or if the mark is added value of the site. It is clear that the first case implies a much greater effort, if what we wished it is to logar to compare the Web with a mark identity, at least in certain local markets. In any case, AdWords would have to be one of the tools most able to help us in this task. For very just a short time, Google did an abrupt change in its policy with respect to the marks, allowing that the advertisers use marks of other proprietors favoring the activities of branding. The direct consequences of this driving have been basically two. First of all, any advertiser will be able to use any mark.

The second consequence, is that due to the system of you bid up by click own of AdWords, hopes that Marcas used like Key words, they increase considerably its cost. Before this panorama, if our objective is to secure the identification with the mark, this will mean a greater erogacin we do if it by means of AdWords. On the other hand, a species of paradox with respect to the results can be registered. Many users will realise searches by mark, with the conviction that first result that find will be the one of the official site. But now with this new opening, he can thus not be. He is possible to emphasize that Google will be able to realise investigations if it considers that the text of the announcement is deceptive, or does not offer truthful information. The announcements will not have to be ambiguous as far as their meaning, that is to say, will have to be clear that the site is not the official Web, but is the use of the name as trade name.

A very concrete example in which a conflict could be glimpsed is when great power stations of reserves use the name of airlines or hotels like key words. When we tried to reinforce branding by means of campaigns of Adwords, the result can be difficult of to mensurar. One does not look for visitors nor sales necessarily, but to obtain the identification of the site with the mark. The process can be longer than simply to try to reach an increase in the volume of visitors. Nevertheless, Adwords and the publicity in Google are the obligatory way for the advertisers who wish to fortify the identity of mark of their sites. If it has liked this post and wants to place it in its site, can do it without disadvantages, as long as it mentions like source to

Source: http://smallbusinessbranding.typepad.com/blog/2012/08/adwords.html

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