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Should you pay to advertise your own brand name?
Manage episode 452039182 series 3427024
Το περιεχόμενο παρέχεται από το FatCat Strategies. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον FatCat Strategies ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.
In this episode of Digital Marketing for Contractors, hosts Janet and Jack from Fat Cat Strategies discuss the benefits and strategies of running branded ad campaigns for home improvement contractors. They break down the purpose of branded campaigns—pay-per-click (PPC) ads that target a business's own name. Jack explains that branded campaigns act as a "defensive play" by helping contractors secure their own brand name in search results, preventing competitors from intercepting potential customers. They also explore scenarios like when a competitor has a similar name or when a business wants to boost visibility and trust through a combined presence of organic search results, Google Business Profile, and paid ads.
Janet and Jack discuss metrics to watch, such as cost-per-click and search impression share, and emphasize that branded campaigns should be highly cost-effective since they target people already looking for the business. They touch briefly on competitor campaigns, where businesses target competitor names in ads, although they note restrictions on directly using competitors’ names in ad text. They conclude by advising that while branded campaigns are best for established businesses, new companies should focus first on non-branded campaigns to build awareness.
Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.
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