Utilizing the Content Network to monitor your brand
The creative minds were in full execution this past week. One of our account teams was running a placement report for one of our more branded clients. After asking a few critical questions, we stumbled upon this notion, "What if we created a content campaign and only utilized our branded terms in the campaign?"
The idea was stemmed in the notion that we were getting very cost efficient volume from the specific branded ad group.
Utilizing only branded terms in a content network campaign is a form of online reputation management. Because the content network spans thousands of varying websites and blogs, a strategic campaign with this structure helps you find out where your brand is being discussed. Theoretically, this helps you "own the buzz."
We're still early in our analysis of whether or not this is an effective PPC strategy, but we have a theory that it might be worthwhile. Has anyone else tested this before?
