Welcome to the maiden issue of Internet Marketing Expert 101! Here we will provide useful tips and relevant guidelines on various forms of Internet marketing.
In our previous blog post, we shared with you tips on how to carry over your PPC management campaign after you have rebranded your company. In this issue of Internet Marketing Expert 101, we will add more top tips to help rebranding companies successfully transition their PPC management campaigns.
1. Use pay-per-click to bid on the old branded keywords. When writing your ads, refer to the old brand and associate it with its new identity so people will make a connection between the two brands. One way to know that the new brand is slowly building its own identity is when you see a decline in the amount of search traffic on your legacy brand. Keep this campaign in place as long as your target metrics for the old brand remain within the projected range.
2. Make sure that all conversion paths are working well, and check whether all tracking codes are properly implemented on every relevant page. It is also important to ensure that all URLs are functioning correctly. A minor URL error can lead to major SEO issues. Make sure that all pages are loading quickly and working well.
3. If you have to, bid higher on many of your branded keywords to ensure that you achieve a position similar to what you were achieving on your legacy site. Remember that when you change your URLs or when you get a new account, you will get new quality scores. Do not blindly trust old data to pause or delete certain keywords. Some poorly performing keywords from your old site might make a jump in a rebranded environment. Follow new data as they come in based on the new marketing environment that you are pursuing.
Keep reading this blog for the next issue of Internet Marketing Expert 101.
