Along with integrating public relations (PR) with SEO, brands should also be coordinating their PR efforts with Paid Search. While brands can create efficient and relevant content through SEO efforts, the effects of optimization can take a while before they’re recognized by search engines. Because of this, rankings and other factors within the search engine results page (SERP) may take some time to populate.
This is where Paid Search techniques become extremely valuable, as they provide quicker relief to problematic instances. Overall, brands should be increasing their Paid Search presence for PR purposes, particularly by developing:
- Tactics for reputation management
- Visibility for product/store launches
- Reactive content
OPPORTUNITIES FOR BRANDS
Tactics for reputation management
Brands should leverage reputation management tactics after receiving poor press. Leveraging SEO may be better for a long term solution, but Paid Search initiatives will help fend off negative press in the meantime within the search engine results page (SERP).
For example, if a retailer has a recall on a specific product due to complications, there will likely be negative press and articles uncovering the overall issues with the product. To counter this type of press, brands should bid on terms related to the negative press and create ad copy messaging that highlights the benefits of the brand and combats the negative news or connotations. Ideally, this strategy would drive to brand-specific content. This will allow consumers to read the news from the brand itself, rather than from other outlets that may create additional negativity.
Visibility for product/store launches
The quickest way to get the word out about product/store launches is through Paid Search initiatives. For brands that are smaller, or that have a niche product/service, they should take advantage of Paid Search opportunities.
Press releases are relevant, but they may not reach the full intended audience at the right time. Search queries indicate qualified consumer intent and interest; therefore, brands should be targeting keywords that are relevant to the brand and the product launch, ensuring they link back to the product page. This will provide maximum efficiency when it comes to awareness and driving incremental revenue. Brands should leverage a holistic digital media strategy when promoting launches that includes Paid Search as a tactic, given that Paid Search is a cost efficient channel that reaches pre-qualified and engaged consumer audiences.
And while SEO is beneficial for visibility in the SERP, it takes a while for search engines to recognize the optimizations. By bidding on search queries within Google AdWords, Bing Ads or Yahoo!, brands can test variations of content, understanding which combination of keywords and messaging resonates best with a brand’s audience.
For one client with a niche audience, our Performance Media team was responsible for promoting a store launch and creating buzz. The main focus of this campaign was Paid Search, where a week prior to the launch, we localized brand and nonbrand keywords. And for the week of the launch, we swapped out the copy with new messaging indicating the store was now open. The Paid Search efforts alone drove 102 leads, 5x more efficient than the intended goal.
Reactive content is relevant messaging that’s being promoted within a certain time frame (i.e. press releases or thought leadership articles). While these pieces are great for public relations exposure, it’s important to create Paid Search media campaigns that promote these links and generate coverage. In addition to promoting the intended content, Paid Search can help to drive general awareness to the brand’s website.
In creating a campaign that promotes news, brands should target keywords that are relevant to the content produced, just as one would do for a product launch.
Additionally, creating ad copy messaging incorporating content within or about the press release will generate increased awareness of the brand.
To learn more about Paid Search and PR opportunities, contact Performics today.