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Yes, in media buying, this is known as brand protection. It ensures that customers who already are searching for your brand and are therefore more likely to con
by rossriley 13y ago
Yes, in media buying, this is known as brand protection. It ensures that customers who already are searching for your brand and are therefore more likely to convert don't disappear off to a competitor.
Hence ironically companies will often pay more per click for these results than on more unrelated keywords.
- _mulder_ 13y agoWhen this happens I like to play a little game. If I think the company has loads of money (Apple, Shell), I click the sponsored link and help fill the coffers at Google. Otherwise, I click the search result and save the poor struggling company some cents.
- r0h1n 13y agoWhat does this achieve? You're transferring an infinitesimal amount of money from, say, an Apple, to Google. In turn, Google becomes even more of a monopoly (because previously organic clicks now become paid). And the money Apple paid Google to win your click will need to come from somewhere. A reduction in some other head (organic optimization?) or from increased prices. We'd like to think it will merely reduce Apple's profit margin, but I doubt it.