The Brand Tax: Sɛnea Google Nya Mfaso Fi Ahwehwɛde a Wowɔ Dedaw Mu So woretua brand tax ama Google a wunnim? Nnwumakuw pii hu nhwehwɛmu a wotua ho ka a etu mpɔn, nanso nsɛmfua atitiriw a wɔakyerɛw din wɔ so no taa de nokware bi a ne bo yɛ den sie. Saa adeyɛ yi, baabi a Google nya mfaso fi ahwehwɛde a woayɛ adwumaden de ayɛ no mu no yɛ dijitaal aguadi nhyehyɛe no fã a ɛho hia nanso wɔtaa bu ani gu so. Wo hwehwɛ adwumayɛ a wotua ho ka ankasa no ntease ne susuw ho hia na ama woasan anya wo sikasɛm nhyehyɛe na woama nokware ROI akɔ soro. Saa dive a emu dɔ yi bɛhwehwɛ mfiridwuma a ɛwɔ brand tow no mu, nkɛntɛnso titiriw a enya wɔ wo sikasɛm so, ne akwan horow a wubetumi afa so ako atia. Yɛbɛkyekyɛ sɛnea wobɛda nea ɛrekɔ so ankasa wɔ wo akontaabu mu adi.
Dɛn Pɛpɛɛpɛ ne "Brand Tax"? Tow a wɔbɔ wɔ nneɛma a wɔde yɛ nneɛma ho no yɛ ɛka a wobɔ bere a wutua bere a wotua wɔ nsɛmmisa a wɔhwehwɛ a w’ankasa wo nneɛma din anaa aguadi agyiraehyɛde ahorow wom a wobɛkyere so no. Wode sika kɛse ahyɛ branding, content, ne PR mu de akyekye saa agyede no. Nanso, sɛ obi a ɔde di dwuma hwehwɛ wo pɔtee a, Google da so ara gye wo sika wɔ hokwan a wowɔ sɛ wobɛda wo ho adi wɔ dawurubɔ beae a wotua ho ka no ho. Eyi de tebea bi ba a ne titiriw no woretua kar akwantu ho ka a ɛda adi sɛ anka wubenya kwa wɔ ɔkwan a ɛyɛ ɔkra so. Ɛyɛ sika a wɔde asie wɔ w’ankasa nkonimdi ho.
Nea Enti a Ɛte sɛ nea Nsɛmfua Titiriw a Wɔakyerɛw no Tu mpɔn Saa Sɛ yɛhwɛ a, wo brand din a wobɛbɔ ho ka no te sɛ ɔkwan a ɛyɛ nwonwa. Mpɛn pii no, metrics no yɛ nsoromma. Klik a wɔde klik (CTR) no kɔ soro, na mpɛn pii no, ɛka a wɔbɔ wɔ kliki biara ho (CPC) no sua. Nsakraeɛ dodoɔ nso taa yɛ papa ɛfiri sɛ nea ɔde di dwuma no adwene yɛ pɔtee kɛseɛ. Eyi ma branded campaigns da adi sɛ ɛyɛ adwuma yiye na mfaso wɔ so wɔ platforms te sɛ Google Ads mu. Nanso, saa adwumayɛ a etu mpɔn yi taa yɛ ahwehwɛ a ɛkata ɔhaw kɛse bi so.
Nkɛntɛnso Ankasa a Ɛwɔ Wo Dawurubɔ Ho Sikasɛm So Nkɛntɛnso tẽẽ sen biara a tow a wɔbɔ wɔ nneɛma a wɔde yɛ nneɛma ho no nya ne aguade ho dawurubɔ ho sikasɛm a wɔatew so. Sika a wɔsɛe no wɔ branded clicks ho no yɛ sika a wuntumi nsɛe no wɔ mmɔdenbɔ a ɛne sɛ wubenya net-new ankasa ho. Eyinom yɛ kliki a ebia na ɛbaa ɔkwan biara so denam wo organic Google Knowledge Panel anaasɛ top-ranking organic listing so. Saa sika a wɔdan kɔ baabi foforo yi ma wo nkɔso a wubetumi ayɛ no ano hye. Ɛmma wuntumi nkɔ atiefo foforo nkyɛn yiye na wohwehwɛ gua so afã foforo mu.
W’ankasa Brand Tow a Wobɛbu Ho Akontaabu Sɛ wobɛte sɛnea woda wo ho adi no ase a, ɛsɛ sɛ wubu ɛka a wobɛbɔ ho akontaa. Di anammɔn yi akyi na bu wo tow a wotua ɔsram biara wɔ nneɛma a wɔde yɛ nneɛma ho no ho akontaa:
Isolate Brand Campaigns: Wɔ wo ad platform no so no, yiyi mu na woahu ɔsatu ahorow a wo brand nsɛm wom nkutoo. Hyɛ no nsow sɛ sika a wɔsɛee no nyinaa: Kyerɛw sika a wɔsɛee no nyinaa wɔ saa ɔsatu ahorow yi mu wɔ bere pɔtee bi mu (e.g., ɔsram a etwaam no). Analyze Organic Brand Traffic: Fa Google Analytics hwɛ organic traffic dodow a efi nsɛmfua a wɔakyerɛw din koro no ara mu. Bu akontaa sɛ ɛka bom: Anka wɔbɛkyere wo brand clicks a wotua ho ka no fã bi wɔ ɔkwan a ɛyɛ ɔkra so. Sika a wosɛe wɔ saa fã no ho no yɛ wo brand tow.
Saa nɔma yi taa yɛ ɔfrɛ a ɛyɛ ahodwiriw a ɛkanyan aguadi ho akwankyerɛfo.
Akwan a Wobɛfa so Asan Agye Wo Budget Na Tew Ahotoso a Wode So Ɛho nhia sɛ wugye tow a wɔbɔ wɔ nneɛma a wɔde yɛ nneɛma ho no tom sɛ ɛka a wɔbɔ daa wɔ aguadi ho. Akwan pii betumi aboa wo ma woate ne nkɛntɛnso ase na ama adwumayɛ nyinaa atu mpɔn. Ɔkwan a wɔfa so yɛ ade ntɛm no yɛ ade titiriw a ɛbɛma wɔasan adi wɔn so. Bere a hwehwɛ tebea no renya nkɔso bere a AI nhwehwɛmu foforo resakra no, ɔkwan a ɛyɛ mmerɛw na ɛwɔ nimdeɛ ho hia sen bere biara.
Defensive Bidding: Bere a Ɛsɛ sɛ Wobɔ Wo Brand Ho Ka Ntease ahorow a ɛfata wɔ hɔ a enti ɛsɛ sɛ wobɔ wo brand din ho ka. Mpɛn pii no, ɔkwan a wɔfa so bɔ wɔn ho ban ho hia. Sɛ akansifoɔ rebɔ wo branded terms ho ka a, ɛsɛ sɛ wopue wɔ top ad slot no mu de bɔ wo traffic ho ban. Sɛ wo dawurubɔ no nni hɔ a, akansifo bi betumi asiw obi a ɔrehwehwɛ wo no kwan na wadan wɔn akɔ wɔn ankasa wɛbsaet so. Wɔ eyi mu no, tow a wɔbɔ wɔ brand ho no yɛ ɛka a ɛho hia a wɔde bɔ wɔn ho ban.
Optimizing for Nokware Top-of-Funnel Nkɔso Botae titiriw ne sɛ wɔbɛsan akyekyɛ sika a wɔakora so afi brand tow a wɔatew so no mu ayɛ no top-of-funnel dwumadi ankasa. Fa sika hyɛ nsɛmfua titiriw a ɛnyɛ ahyɛnsode, a adwene a ɛkorɔn wom a ɛtwetwe adetɔfo a wonnya nnim wo din mu. Hwehwɛ akwan foforo te sɛ content marketing, social media, ne PR. Saa mmɔdenbɔ ahorow yi kyekye brand pɛpɛɛpɛ a ɛkanyan daakye organic searches, na ɛde suban pa kyinhyia a ɛtew wo bere tenten a wode wo ho to brand dawurubɔ a wotua ho ka so. Nnwinnade a AI na ɛma ahoɔden a wɔde bedi dwuma no betumi ayɛ mfaso kɛse wɔ ha ama akuw a wɔrehwehwɛ sɛ wɔbɛyɛ pii wɔ bere tiaa bi mu.
Awiei: Hwɛ Wo Akontaabu no mu na Yɛ Ade Tow a wɔbɔ wɔ nneɛma a wɔde yɛ nneɛma ho no yɛ aguadi ho nneɛma a wɔsɛe no ankasa ma nnwumakuw pii. Ɛdenam wo nhwehwɛmu adwumayɛ a wotua ho ka a wobɛhwɛ so na woakyerɛ nsonsonoe a ɛda branded nenon-branded efficiency, wubetumi ada hokwan ahorow a ɛho hia ma optimization adi. Wo sikasɛm nhyehyɛe a wobɛsan de akɔ nkɔso dwumadi ankasa so no bɛma wo aguadi ROI nyinaa atu mpɔn. Woasiesie wo ho sɛ wubegyae akatua a ɛboro so? Fa nhumu a tumi wom a efi Seemless hɔ no siesie wo sikasɛm nhyehyɛe no yiye.
