tchale
I think the "cannibalization" theory is based on some assumptions about users that do not seem to be backed up by those that really try to test this idea.But most the evidence so far is anecdotal.I know over ther years I have gone from considering branding PPC dollars to be the last spent to thinking they often should be the highest priority dollars spent.There is only so much space on a SERP page.Protect your Brand or that space will be filled by a competitor.Brand search terms are also great for testing ad copy and landing pages.
Very Interesting.I had been working undert the assumption that CTR was normalized for position when calculating Quality Score.Turns out that may have been less true than now.-Tom Hale,AdWords Specialist,Thomas Creek Concepts
Story: 3 Questions With Kevin Ryan
If the Google powers that be still hold the creed of "Don’t Be Evil" as something they truly believe, then they should be standing and applauding Danny Sullivan.Outside watch dogs are critical as power, wealth, and a culture of secrecy eat at the "Don’t Be Evil" creed that so many of us Google advocates hold dear.Well timed, well said.Thanks Danny.-Tom Hale
Great piece.I learned my AdWords skills through experience. Identifying the Big Head, and continually mining the Long Tail, is what it comes down to. Doing it profiably is the art ;-)-T
Story: PPC Cannibalization : Are you paying for free traffic ?