Comments on: Brand Bidding (part 2) http://www.clicks2customers.com/blog/brand-bidding-part-2.html Commentary and insights from the employees at Clicks2Customers Tue, 06 Jan 2009 04:23:21 +0000 http://wordpress.org/?v=2.3.1 By: Derrick Kotze http://www.clicks2customers.com/blog/brand-bidding-part-2.html#comment-91 Derrick Kotze Mon, 07 Apr 2008 07:53:47 +0000 http://www.clicks2customers.com/blog/brand-bidding-part-2.html#comment-91 This becomes even more relevant for Brand owners in the UK now with Google's policy change. Brand bidding used to be pretty easy to manage since Trade Marks were so protected, but now it’s open season and although you can enforce policies and restriction on your marketing partners, your competitors now have your Brand in their crosshairs. No longer will managing your campaign simply mean having your Brand in your portfolio, but will require aggressive and real time bid management to maintain your market share. If you don't have the skills in house you need to either resource up quickly or outsource, else your cash cows are going to end up on the endangered species list. This becomes even more relevant for Brand owners in the UK now with Google’s policy change.

Brand bidding used to be pretty easy to manage since Trade Marks were so protected, but now it’s open season and although you can enforce policies and restriction on your marketing partners, your competitors now have your Brand in their crosshairs.

No longer will managing your campaign simply mean having your Brand in your portfolio, but will require aggressive and real time bid management to maintain your market share. If you don’t have the skills in house you need to either resource up quickly or outsource, else your cash cows are going to end up on the endangered species list.

]]> By: Gordon Choi http://www.clicks2customers.com/blog/brand-bidding-part-2.html#comment-89 Gordon Choi Sun, 06 Apr 2008 03:15:18 +0000 http://www.clicks2customers.com/blog/brand-bidding-part-2.html#comment-89 Tom, nice post that exposes the issue on brand bidders! We are currently managing all our PPC campaigns in-house which consist of several enormous keyword databases. You're very right, so far it works pretty well for us as having PPC expertise is far more important than having lots of staffs. By the way, having 2 marketers managing 2 different sets of keywords for a single website can be clumsy and it simply causes unnecessary overheads and campaign management issues. I urge website owners who don't have PPC expertise to either bring proper experts in-house or outsource their PPC campaigns to the most experienced marketer/agency/affiliate! Tom, nice post that exposes the issue on brand bidders! We are currently managing all our PPC campaigns in-house which consist of several enormous keyword databases. You’re very right, so far it works pretty well for us as having PPC expertise is far more important than having lots of staffs.

By the way, having 2 marketers managing 2 different sets of keywords for a single website can be clumsy and it simply causes unnecessary overheads and campaign management issues. I urge website owners who don’t have PPC expertise to either bring proper experts in-house or outsource their PPC campaigns to the most experienced marketer/agency/affiliate!

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