Join, or Die by GILBERT PATRICK

Author:GILBERT, PATRICK
Language: eng
Format: epub
Publisher: Mill City Press
Published: 2020-11-08T00:00:00+00:00

Source: Adam McDaniel, Google

Should I Bid on Branded Search?

For the reasons outlined above, yes. Wilson Golf likely had thousands of branded conversions that helped the system accurately bid on my auction. For starters, Wilson isn’t exactly in the top tier of golf brands like Callaway or TaylorMade, but I am not in the top tier of golfing hobbyists, nor am I the kind of person that would be willing to spend more than $100 on a replacement wedge.

I have a lot in common with others who have purchased this exact golf club, and Google knew it.

My colleague, Ronnie Cardno, often uses a poker analogy to describe the value of branded search. There is a concept in poker referred to as pot odds, which is defined as the ratio between the size of the pot and the bet facing you. If the pot (potential winnings) of a given hand is $5, and the current bet (what you need to contribute in order to remain in the hand) is $1, then the pot odds are 5:1.

The larger the pot odds, the more often you should call the bet. If the potential winnings were $1,000, and it would cost you just $1 to remain in the hand, you should probably fork over the dollar. Even if you lose the hand, you’ll have paid a small amount to participate, and the odds were worth it. What’s more, it will force your opponent to show their cards, allowing you to learn more about their tendencies. Poker is similar to PPC advertising in this way: data and learnings are valuable in the long game.

It often costs very little to participate in branded search auctions. The pot odds are huge. What’s more, you receive a ton of valuable learnings that can be factored into the algorithmic bidding process for future auctions.

Google Ad Account Structure Best Practices

The Modern Marketing Framework

Instead of applying the traditional keyword funnel strategy to each Google Ads account, we now structure accounts based on a framework that allows the system to maximize earnings and grow over time.

The framework combines three principles which work in conjunction with one another. We start with ensuring that each account is leveraging the most up-to-date features settings. Then we ensure that the system will receive the best possible data. Finally, we properly layer automation on top of everything we do.

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