Name Branding with Google

Getting people familiar with your company has been a primary part of marketing since it began. Why do companies like Coke or McDonalds advertise so much? You already know their products and will keep buying them even if they didn’t have that clever ad in the Super Bowl. The answer is to keep their brand a house hold name.

The problem with starting a new website is that you are quite so fortunate because noone knows your company, and noone cares. So lets say that you have already picked out a domain name that is perfect and that you have used search engine optimization to reach the first page in Google’s organic search. Your traffic is steady now and you are making money. No need to start paying for clicks now right? Depending on your business, this is the wrong attitude.

Funny math comes into play for this. Lets say that for every 100 impressions in the organics 20 people click on your link. If you are soley using AdWords, then for those same 100 impressions you would receive only 10 clicks. Logic tells you that you should stick to only the organics. Why would you pay for clicks when you can get more clicks for free anyway? The answer is name branding, albeit a different sort of branding than the traditional branding because you have to build that brand in a hurry, as in you have about 10 seconds to build it! Studies have shown that if you combine both organics and pay per clicks in the search engine, you would receive something like 50 clicks. Thats right: 10+20=50.

I said before that this depends on your business though. The reason for this is that you need to be actually making money off of the clicks. If not, then you are just throwing away money. Even if you weren’t getting those extra 20 clicks, if you are making money using AdWords then why wouldn’t you use it?

In conclusion, having your site show up several times in just one search builds confidence in the end user because you have branded yourself better than the site above and below you in the organics. Use both organics and pay per clicks and make as much money as you can!