Databases Reference
In-Depth Information
The advertising goal, whether branding, direct response, or position, will certainly
impact nearly all elements of the sponsored-search effort.
Finally, the five categories of products attributes serve both as the inspiration for
and the imposed constraints for sponsored-search efforts.
Foundational Takeaways
•
Branding
is a process involving all activities to assign a brand to a product or ser-
vice. Branding for search on the Web is a multistage process of search engine selec-
tion, evaluation of the SERP, selection of an individual link, and then evaluation of
the landing page. A
brand
is a unique attribute, name, term design, or symbol.
•
Advertising
is a commercial promotion of some product or service intended to
persuade a potential consumer to take some action.
•
Marketing
is a social process where individuals obtain what they need or want by
exchanging products, commonly defined as the seven P's and three C's.
Relating Theory to Practice
Branding, advertising, and marketing are the foundation of our sponsored-search effort.
We have dealt with them in very broad concepts in this chapter to get to their core
meanings.
Now, we must take the foundational elements and apply them directly to our spon-
sored search efforts by examining the particular market segment that we operate in.
We focus on key questions, such as:
•
What brand image do consumers have of our product or company?
•
What is the brand relationship we are trying to develop with our advertising?
•
What brand knowledge does our advertising convey to consumers?
•
Which of the seven P's and three C's is our sponsored-search effort focusing on?
•
Which branded keyphrases are beneficial to bid on?
•
What brand message do our advertisements convey? (e.g., cheapest price, luxury,
reliability, etc.)
What is our overall marketing objective in terms of consumer engagement?
•
•
What product attributes do we want to inform the customer of?
From a marketing perspective, there are several questions that we can ask before we
even begin our sponsored-search efforts, including:
•
Do you know your market, such as size, spread, and needs?
•
Who is your best prospect? In terms of age, income, gender, or geography?
•
Who is your competition?
•
What is the sales potential?
•
What price point is needed to break even?
•
When do you make a profit?•
•
What is the sales potential?
•
Is your product subject to seasonality?
•
What price will the market respond to and call?
