A trademark is a word, phrase, logo, or symbol that identifies and distinguishes a product or service from others in the marketplace, especially those who can bid on your keywords. If you use your trademark symbol in your ad text, it should increase your click-thru rate.
With Google AdWords, advertisers may select trademarked terms as keywords or use them in the content of the ad. As a provider of space for advertisements, Google is not in a position to arbitrate trademark disputes between advertisers and trademark owners. Accordingly, Google encourages trademark owners to resolve their disputes directly with the advertiser. As a courtesy to trademark owners, Google is willing to perform a limited investigation of reasonable complaints.
If you are the trademark owner of your product, you should consider using registered ® or trademarks â„¢ in your ad text. This will distinguish your ad from other resellers. This also shows searchers credibility and reliability. After implementing these changes to your ad text, your click-thru rates should be favorably impacted.
Brand awareness can be underestimated, but if you are the registered or trademark owner of a brand or company, include this symbols in your branding ad copy. As a shortcut for these symbols use the following keyboard short cuts:
Registered- Alt ctrl+r= ®
Trademark- Alt ctrl+t=™
An important aspect of running a successful Pay-Per-Click (PPC) campaign is to identify strengths and weaknesses of the campaign and optimize based on relative data. There is a natural progression to this optimization process and it’s important to avoid knee jerk reactions if you do not see stellar results right out of the gate. Here are some ideas to consider when first launching a PPC campaign and what to look for when optimizing the campaign moving forward.
There are many ways to optimize a campaign but keep in mind there is no “standard operating procedure”. Let the campaign data be your guide in the optimization process. There is no better way to achieve success in your PPC campaign than to analyze your strengths and weaknesses and make smart decisions based on what the data tells you. Stay the course and optimize with your main goal in mind.
Sometimes it pays to be negative…especially when optimizing a Pay-per-Click (PPC) campaign. The main goal of Google and the other search engines is to deliver the most relevant paid (and natural) results to a search query when a visitor uses their search engine. Seems pretty simple and works exceptionally well when you have a well structured PPC campaign. If someone searches on a keyword that you feel is relevant to your business, be sure that keyword is included in your campaign. But what happens when the search query triggers your ad and the visitor isn’t the most targeted prospect? Well, you still have to pay for that click and if that continues over time, you could be wasting a sizeable portion of your budget on unqualified traffic. Implement negative keywords into your campaign to help cut costs, optimize your campaign and zero-in on your target customer.
For example, if you provide a high-end product or service, utilize negative keywords like “cheap”, “low cost”, and “inexpensive”. This will help filter out visitors who are looking for your “type” of product or service, but aren’t the target customer who can afford your product or service. It seems like a simple idea but the savings are real and the higher your target budget, the greater the cost savings. In addition, negative keywords will help overall campaign optimization because your ads will not be delivered to the wrong search query. You could expect to see higher click-thru rates (CTR) and better conversions as the visitors generated by your sponsored ads become more targeted.
Google has a keyword tool which helps campaign managers develop keyword lists. This same tool can be used to develop negative keywords as well. Leverage the broad match search settings within the tool and it could return thousands of possible keywords, many of which can and should be added to the campaign as negative keywords. In addition, if you have Google Analytics tracking on your site, utilize that tool to determine your best and worst performing keywords. By reviewing both the organic and paid traffic (and the keywords that generate that traffic) you can further expand your negative keyword list with the non-performing, budget wasting keywords.
Quite simply, by implementing negative keywords you can help optimize your campaign, drive more targeted traffic to your site and save money on your PPC costs. That is the formula for success in search engine marketing and ensuring a favorable return on your advertising spend.