Every year, brands spend billions of dollars to increase awareness and name awareness. Marketers have invested heavily in high-rotation TV advertising campaigns and brand-building display programs, which will come to mind when potential customers start the buying process in their category. However, when it comes to online shopping, even if a consumer enters the exact name of a brand in the search box, that brand may not always win subsequent clicks. Why? Simply put, search engines like Google allow paid search advertisers to bid on competitor brand keywords. This practice is called "brand crouching". In doing this, competitors get valuable real estate on the search results page and soak up consumer clicks from rivals.
And every time a consumer clicks on ghost mannequin effect service a competing link, all the effort and expense spent on that brand-building effort leads to a search referral for someone else. Brand squatter This practice is occurring in many industries, but let's use the car insurance category as an example. advertisement Continue reading below Anyone who watches a sports show on TV can rattle the catchphrases and jingles of at least half a dozen major insurance brands. Allstate, GEICO, Liberty Mutual, State Farm, Progressive, The General and others have spent years establishing spokespersons for celebrities, fictional characters, emu and more, and establishing value propositions in the minds of consumers. rice field. And when consumers are ready to buy a new policy, they may go to Google and enter one of those brands in the search box.
So what happens? One of the two scenarios will play on the search results page Brands are bidding on their own brand terms. or The brand does not bid on its own brand terms . You may be surprised to find that the latter scenario happens more often than it should (that is, it should never happen, but it will happen soon). Winning a search is like playing a monopoly. You need the most valuable real estate you can get through a combination of both paid and organic search. advertisement Continue reading below By transferring the entire paid search portion of the page to a competitor, the competitor has ample opportunity to win consumer attention and clicks. And in the field of auto insurance,