Thread by @mixesintheattic

I'm going to commit #DigitalMarketing heresy and suggest that branded search is a complete waste of money. At the root of branded search is an idea that Google and every digital ad agency don't want you to understand... #Marketing THREAD:

Picture this: a woman walks into the beauty section of a large department store. She goes up to the counter, and asks if they have the newest Chanel perfume.

The employee reaches under the counter, pulls up an ad for Chanel’s newest perfume and says “You mean, this perfume?”

“Yep,” the customer replies, “that one.”

The employee shows the customer the perfume, and 5 minutes later the sale is complete.

Would you say that the ad shown to the customer before buying the perfume was responsible for her purchase?

Any sane person would say "no" - however if you're currently using branded search campaigns you're actually answering "yes". This is what your SEM expert wants you to think.

But if you think about it, it's complete bollocks.

The woman in the store:
1) Knows the brand Chanel exists (awareness)
2) Knows she (probably) wants to buy their new perfume (interest)
3) Knows how, or where, to buy it (intent)

There is absolutely no need to show her an ad at this point in time.

Likewise, someone typing in your brand name into Google is already in the interest/intent stage. A branded search ad is not needed.

So why do SEM guys push branded campaigns?

Answer: Attribution

You’ve been sold the idea that digital media is a more effective advertising method than channels like TV, radio and print because there’s less “waste”, and more bang for your advertising buck.

But now Google needs to prove that their platform is driving sales...

Someone searching your brand name is much more likely to buy than someone who isn't. If the first thing they see is an ad for your brand, of course most people will click on it. If they end up buying something, Google claims credit for the purchase.

(This is also why your SEM dudes push linear attribution models on you, instead of last-click) h/t @Jaffer22915438

jafferaliblog.wordpress.com/2014/02/19/doe…

A common defense of branded search is that brands needs to maintain awareness and digital share of voice – if you don’t bid on your brand key words then your competitors will, and they’ll steal your customer!

That’s possible, but unlikely.

Again, a woman asking for the new Chanel perfume is unlikely to suddenly change her mind and walk out with Givenchy instead. Yes, she could be offered another brand, or might see something else she likes. But if she’s walking in looking for Chanel, 9/10 that’s what she’ll buy.

Searching directly for a brand or product on the internet is the equivalent of asking for Chanel at the perfume counter.

You might lose a few sales to your competitors, but the money you save on not running branded search will more than make up for them.

If you disagree with any of this, try the following experiment:
1) Change your attribution model in Google Ads to last-click
2) Pause all your branded search campaigns
3) After a day or two have a look at your Search conversions

Without the easy attribution of branded search, your Search campaigns will look A LOT less effective than before. It might even make you question spending so much money on Google - something they definitely don't want you to consider.

Come @ me bro. Tell me why I'm wrong.

Full article on LinkedIn here: linkedin.com/pulse/why-you-…