Google Ads: Thinking Outside the Branded Campaign Box to Maximize PPC ROI

Not long after Google unveiled AdWords in 2002, companies have had the option to buy branded terms. Unfortunately, many organizations have elected not to purchase their own company, product or service-related terms for a variety of reasons, primarily because an organizations’ website already ranks #1 in organic search results for those terms and feels they can save money by investing elsewhere. Any marketers responsible for paid search or online brand management should attend this talk. After this session, you will be able to:

• Communicate five compelling reasons to buy branded terms in paid search on Google and even Bing to management
• Leverage branded terms provide additional insights and value for marketing efforts
• Utilize paid search to amplify organic search ROI