PPC Titles: Branding and Visitors - I want it all

Posted: January 30, 2004

If your company name is very short, then it may not be to difficult to add both the company name and the keyword to your pay per click title.

If your company name is not that short, then you need to find one or two words that are unique to your company name, and brand just those one or two words.

For instance, our official name is: iDjinni Website Consulting. This company title is too long to add to every keyword bid if we wanted to include part of the keyword. We need to make a decision which part of this title to add. The only part of our company name that people need to remember to find us again is iDjinni as that word is unique.

Therefore, a bid for the keyword “pay per click management”, could be listed as: iDjinni.com Pay Per Click Management (36 characters) or Pay Per Click Management ~ iDjinni.com ~ (exactly 40 characters).

The advantage of the first title is that our website address is included, so while the exact company name is not being fully branded, our website address is. The advantage to the second title is that the exact keyword phrase is the beginning of the title line.

The first ad will give us a slightly higher branding, but visitors might remember that is our website address and come back directly in the future. The advantage of the second listing is that it will gather a slightly higher click through rate, but our company website address is listed later in the title and may not be read.

This is a major decision to make and should be directly related to the goals your company has set forth for your website.

Share and Enjoy: