Brand bidding & PPC optimization: Reducing your competition (Part 5 of 8)

Welcome to Part 5 of an eight-part series on PPC brand bidding, where I answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of a crowded and competitive PPC market?
Let’s get you caught up: Part 1 reviewed how gains in PPC evolved over the years and why top line revenue is so hard to come by today. Part 2 used data to explain the value of brand bidding. Part 3 discussed best practices of implementing brand bidding campaigns. And Part 4 dove deep into working with partners and affiliates.
This article shows you exactly how to address your competition when managing brand bidding PPC campaigns.
Competition is inevitable
If you have a brand worth protecting, competitors are already bidding on your brand name. Some bid directly on your name, while others will bid on obvious derivatives, such as when Marketo bids on phrases like “Pardot drip marketing” (and vice versa). Many large brands have competitors bidding to every available ad position

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Brand Bidding & PPC Optimization: Best Practices For Brand Bidding (Part 3 of 8)

Welcome to Part 3 of a series on PPC brand bidding, where I answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of a crowded and competitive PPC market?
Let’s get you all caught up. In Part 1, we reviewed how gains in PPC evolved over the years and why top-line revenue is so hard to come by today. Part 2 used data and case studies to explain just how valuable brand bidding has become to marketers.
With the “why” now out of the way, it’s time to discuss the best practices of “how” to implement brand bidding campaigns.
1. Keyword Development
As with any PPC campaign, brand bidding begins with effective keyword development. There are plenty of primers on keyword selection and keyword research tools on the web if you need to review the basics. These definitely apply to brand campaigns, too.
To start, find the brand and brand-plus keywords by reviewing your existing

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From oDesk To Upwork: How To Migrate A Domain And Not Kill Your SEO

When I was told that our client, oDesk, was planning on rebranding their company to Upwork, the “domain migration” alarm bells immediately went off in my head.
As Search Engine Land readers know, these pages are littered with horror stories of domain migrations that have done serious SEO damage. For instance:

How One Brand Switched One Million URLs and Lived To Tell About It: 5 Questions With HomeAdvisor.com
You Don’t Have To Be Nuts To Worry About Changing Your Domain Name

While the basics of SEO for domain migrations are straightforward, betting your business that both Google and your team will get it right is, in fact, a big bet. One read of that HomeAdvisor post should be enough to put off anyone from attempting the switch.
So naturally, when oDesk presented the idea of changing domains, my feedback was that they should set expectations correctly internally, put a plan in place to do everything right, and be pleasantly surprised if/when their organic traffic

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