Pay Per Click
Selling the product/brand
If you have a recognisable product/brand then people searching on your brand will be a more qualified lead than those searching on a broad based search term, they are already at the top of the sales funnel, they are looking for your product and they are wanting to buy. Creating or fine tuning your Pay per Click model to this will ensure you are paying for more qualified leads and increase your conversion rate and roi.
Using pay per click to put you on page 1 of the search results for brand searches and marketting with a blog towards your search long tail will increase your market share and maximise your conversions rate.
Searches With Depth vs Shallow Branded Searches
Brand Searchers Don't Search Deeply:
Long Tail = Deep Searcher:
Lower Ranking = More Traffic:
The Mindset of a Deep Searcher: