PPCGood Clickthroughs Like Getting An Ad Discount

Good Clickthroughs Like Getting An Ad Discount

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.

Resources

The 2023 B2B Superpowers Index
whitepaper | Analytics

The 2023 B2B Superpowers Index

8m
Data Analytics in Marketing
whitepaper | Analytics

Data Analytics in Marketing

10m
The Third-Party Data Deprecation Playbook
whitepaper | Digital Marketing

The Third-Party Data Deprecation Playbook

1y
Utilizing Email To Stop Fraud-eCommerce Client Fraud Case Study
whitepaper | Digital Marketing

Utilizing Email To Stop Fraud-eCommerce Client Fraud Case Study

1y