Branding online ... what's the point (Overture editorial guidelines)

From: Karen Laughlin <k.laughlin_at_verizon.net>
Date: Wed 19 Feb 2003 17:18:55 -0600

I recently tried to submit additional keywords to Overture and my
descriptions were rejected by editors because they included
superlatives. I noticed Google started this trend with Adwords a couple
of months ago. Our primary marketing message includes the word "lowest".
It is a way to differentiate ourself from channel partners, especially
on our brand name keywords.

Here is an example: Widget.com buys the keyword "widget" and wants to
promote itself as the best place to buy widgets is at widget.com. Not
only that, but at Widget.com you can get the lowest prices. All of the
other companies that sell widgets (your manufactured product) and buy
the word "widgets" compete with you for a brand that you've built.
Shouldn't Widget.com be able to state that it offers the lowest prices
on Widgets?

Why build brand online if you can't capitalize on your own
brand-building? It's turned into a defensive game instead of an
offensive strategy.

I look forward to comments from any other advertisers in similar
situations.

Karen

Karen G. Laughlin
k.laughlin_at_verizon.net
p: 703.998.3343
f: 801.457.4926






Received on Wed Feb 19 2003 - 17:18:55 CST