May 08, 2006

Bonds: T-shirts or Insurance?

The Asia Pacific whitepaper on Search Engine Brand Management is to be released this month. I thought I'd provide a sneak preview on one of the examples I found compelling when researching it on the clothing brand, Bonds Australia. The whitepaper has a section that deals with broad matching and the judicious use of it. Broad matching means an ad will appear on a term alongside all the terms variations. Advertisers have the option however to use negative keywords, where the ad will not appear for selected terms.

The figure below is from a Hitwise Search Term Suggestions report for the term 'bonds', 12 weeks ending May 6, 2006. There were a total of 2771 variations on 'bonds' for this time period.

This small snapshot shows that Bonds Australia would be wise to negative-match on the terms 'insurance bonds' and 'bonds couriers'. Hitwise data is able to provide a list of the most popular variations on brand names searched by consumers, offering a guide to marketers on how to effectively bid on brand names. This example is particularly relevant to companies who share generic terms for their brand names.

Update

Please click here for a copy of the APAC whitepaper on Search Engine Brand Management

Posted by Sandra Hanchard at 12:31 PM
Posted to Search

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