Brand Discounts at the Major Engines has Kevin Lee talking about a brand discount, but don't get excited that big brands are somehow overtly getting cheaper ads. What he's pointing out is that both Google and Ask Jeeves reward ads with good clickthrough, as I wrote about last week. You can potentially rank higher even if others are willing to pay more. MSN is to do the same, and it's widely expected Yahoo will follow as well next year.
So what's the brand discount concept? If you're a big brand, when your product goes against unknown products, people might be more inclined to click on your ads since you'll be familiar to them. If clickthrough rises, your cost per click might be able to drop without hurting your ranking.
Not a big brand? Have good creative, and you can reap the clickthrough reward, as well.
Save up to $400! Register now for SES New York 2012, the Leading Search & Social Marketing Event, taking place March 19-23. Google's Digital Marketing Evangelist Avinash Kaushik will keynote. Hurry, pre-agenda rate expires March 2!
