PR Coverage

Hannes Ben talks paid search in complex markets

EVP International Hannes Ben offers eConsultancy a summary of the skills needed in APAC and the idiosyncracies of branded paid search.

In search you can obviously split your keywords into brand or generic terms. On Google it’s the same ad structure whatever the keyword. But on Baidu, Naver and Yahoo Japan, you have fixed products for only your brand keywords, and these products are very different from the normal paid search.”

”Brand Zone has much bigger real estate [than standard PPC] on Baidu and it covers almost the whole first page and combines lots of images, even videos and text and site links. It can look almost like a small microsite in the search results.”

”And Brand Zone is not bought on a cost-per-click basis. It is bought on the volume of impressions and you negotiate a price based on a monthly fixed fee.”

”That’s where the confusion happens. Quite often, you have clients who think it’s a display product (because it’s a fixed price and timescale) but it’s actually keyword triggered, within the same ad space as all the other ad copy, so it’s very important from a technical perspective to run this together with your normal paid search