It’s the classic dirty secret. Agencies placing search campaigns, such as with Google, insist on selling you your own name. It makes their cost per click look great but your return on investment suffers. The internet shopper googled your company’s name, arrived at your page where your Google My Business ad eats up 1/3 of the page, and your name is at the top of the organic listings. STOP IT! Move the money you saved by eliminating your company’s name into more Google ads. You will be the proud new owner of an improved R.O.I.

One dDaniel client followed this rule. We stopped branded keywords as well as Yahoo, Bing, and Facebook, and moved the funds to Google Adwords generating the best return.

He saw a dramatic increase in web activity and advertising expenses went down. Other agencies sell you your own name by telling you its appointment setting ratio is 5 times higher. Of course it is. They are looking for you! They’re called branded keywords because you branded it.