For short-term crisis situations, PPC search can be a great tool for both pushing down negative elements in a SERP and facilitating distribution of a positive or balanced marketing message.
Search engine reputation management issues come in many forms including: short-term, news-driven and longer-term SERP pollution, brand/company name, and those affecting product name. The diversity of reputation management issues and the fact that often the SERP in question isn't exclusively for the brand search alone, but may also include the words "reviews," "ratings," "testimonial," or industry terms. Because reputation management issues come in all flavors, the proper strategy varies. Certainly for any long-term SERP pollution issues, an SEO strategy makes the most sense, but SEO often takes time, so PPC search can provide a temporary fix, even in scenarios where a long-term solution must be SEO-driven.
For short-term crisis situations such as a product recall, C-level individuals named in a compromising situation, or via a news-driven change to the SERP, PPC search can be a great tool for both pushing down negative elements in a SERP and facilitating distribution of a positive or balanced marketing message.
That brings us to my five tips for using PPC for reputation management:
Some of the strategies listed above are difficult for one team to execute in-house. Consider using an agency. Some agencies even use campaign management technology that can determine which ads should be favored and avoid the scenario in which you are overpaying for clicks because you happen to be bidding against your strategic partners in a reputation control effort.
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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