Lesson #27: Beware Of Keywords With Multiple Meanings

July 16, 2012
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Some brand names are fairly common. Others are named after common objects. But unless you’re “the Cheesecake Factory,” many of these brand names may not work well for search.

For example, a search for “Sound-Bar,” the popular Chicago nightclub, yields many ads for sound bars, a now popular piece of electronic equipment. “Next,” the amazing Chicago restaurant, yields ads for NextDirect.com, and Next.Co.UK.

If an advertiser’s brand name has multiple common meanings or businesses, such as the ones above, advertisers may need to handle their brand terms differently.

While normally, one would be encouraged to advertise on brand terms, in the cases above, it is better not to do so. Rather, focus on the specific term that makes it clear that it’s your business. For example, advertise on “soundbar nightclub chicago” or “next restaurant” or even “fox.com.”

Brand campaigns can normally help improve an account’s quality score and provide high quality traffic at a low cost. They can still do this if a brand term has multiple meanings. Just beware, be smart, and be creative.

A Word With Many Meanings

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