Who doesn’t love shopping at a one-stop-shop reseller with all your favorite brands? As a consumer, it simplifies shopping. But as an e-commerce retailer, it doesn’t simplify your paid search competition.
Rakuten Marketing Blog
I currently manage AdWords accounts for a variety of advertiser brands that are either commonly re-sold in larger department stores and/or through online-only marketplaces. While wholesalers and resellers can certainly benefit a business holistically, they can also directly affect the AdWords competitive landscape… and ultimately your paid search program’s ROI.
There are a few infamous paid search arguments we hear around the office more often than we’d like. “We’re not interested in bidding on any branded terms, our organic listing is ranked #1. Why pay for something that we can get for free?” is the one that that always seems to get to me.
As a paid search specialist with 8 years of experience, I’m not sure there is anything that breaks my heart more than the mindset that brand terms are purely navigational. Brand terms are valuable! And for so many reasons.