Why Choosing a Brand Name is so important to PPC

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October 8th, 2007 by Nick

Some company owners look at naming their company after something funky, or relevant to what they do as a business. This is great, and a method I recommend using, however there is a major pitfall – research needs to be conducted on the term that you wish to use in regards to search to eliminate any mis-representation.

For example, if I type in PPC into Google, there are a number of PPC management companies (our ad is normally second behind Google), however you will notice that there are a number of companies that are called PPC for short and there are a number of industry acronyms that are PPC also. These companies that have called themselves PPC must be gaining a great deal of traffic from searches for Pay Per Click and not for their company.

This is quite important from a search marketing perspective, as the brand name normally has the highest conversion rate, as this is the most specific term and the searches is specifically looking for that company and most likely to want that brand’s services.

For example, Click Consult is very specific to our industry and to us as a business. There aren’t any other companies called Click Consult, nor is it mis-construed with another industry, therefore it is a good name to have as a brand. Searches for ‘Click Consult’ are 99% likely to be looking for us as a business and for our services.

If your brand name is closely related to another industry or a product/service with the same name, you will be spending more money to market your company both for SEO and for PPC.

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