Brand Partners

We believe that when properly executed, a complementary brand bidding strategy can significantly improve an advertisers return on investment as well as providing many other benefits.

Venturian Media works with many of our advertiser partners to manage their brands exposure across advertising space in search engines. Our brand partners tend to be companies with whom we have a closer relationship and a deeper understanding of their business requirements. As such we are able to generate a higher volume of leads and sales and can help to generate a better ROI from their online marketing activity. We believe that when properly executed, a complementary brand bidding strategy can significantly improve an advertisers return on investment as well as providing many other benefits. It should always be approached on a case-by-case basis as each brand owner has different considerations, but by establishing clear guidelines and having appropriate regulation and monitoring in place it can be a highly profitable channel.

We work with many advertisers, agencies and networks across a range of sectors either alone or as part of a closed group of search specialists who manage the exposure of an advertisers brand name in search engines. From experience we believe complementary brand exposure can offer value in the following areas :

Elimination of the Competition

We can help to dramatically reduce or eliminate competitors from bidding on non-trademarked brand names as well as other generic keywords which have a higher propensity to convert. This reduces competitor leakage and lost sales.

Management of 'Brand Equity'

Through an open dialogue with the agency, network and advertiser we agree and maintain copy guidelines and the core brand values to ensure correct representation and product offers that not only compelling but are also current and up to date.

Additional Reach & Brand Exposure

Where an advertiser’s brand name is trademarked in Google this eliminates the problem of competitor bidding but also decreases exposure. Complementary brand bidding helps to increase the overall exposure on the SERP's and reinforce the brand, increasing the likelihood of future recall. This is especially relevant when an advertiser has little or no representation in the natural results for brand searches and as such has less exposure on the page.

Maximising Efficiency

Leakage can occur at many points within the sales cycle. Our brand management strategies work by efficiently reinforcing and facilitating sales for customers already at the point of intent or near to it with minimum drop off. More importantly, we also help to convert casual browsers in to sales through the relevancy and effectiveness of our sales copy in both our ads and landing pages which offer a consistent marketing message and call to action throughout the entire sales cycle.

Multiple Marketing Opportunities

Where an advertiser has multiple products and offerings it is possible to have a group of affiliate sites all displaying different ad copy when someone searches on pure brand terms. The optimum situation is for any advertiser is to ‘own’ the first page of search results by presenting a coherent and complementary product proposition in both the organic and sponsored links.

Provide Free Branding and (probably!) Free Sales

If one of our complementary brand ads converts at 10% - that means for every hundred clicks an advertiser only pays us for ten actions, however, 90 additional people have been exposed to their brand that they don't pay a penny for. Whilst impossible to quantify, there is undoubtedly additional value that is added here.

Manage Advertiser ROI

We prefer to have pre-agreed maximum bid levels to ensure that the advertisers own PPC activity is always in the desired position and that the bid price does not become artificially inflated. Providing there is an open dialogue and agreed bid ceilings the bid prices need not become inflated.

Brand Policing

We can provide a weekend, evening and holiday policing service whereby we monitor the search space to monitor any un-approved and detrimental brand bidding activity. As we have staff based in both the UK and Asia Pacific we have the unique ability to be vigilant to brand infringements at all times.

If you would like to become a Brand Partner and increase your online sales - please contact us at brandpartners@venturian-media.co.uk.