Reputation Management Using Pay Per Click
Posted: August 19th, 2008
Reputation management is often considered to be a search engine optimization issue rather than a paid search one. Blogs, review sites, forums, and other online outlets mentioned in SEP’s "Management of Your Online Reputation " post all involve web pages that are likely to show up in organic search results.
Nonetheless, this doesn’t mean that reputation management can’t be tackled on the pay-per-click end of the search spectrum, and in this post we’ll brainstorm some ways to accomplish this.
1) Flaunting Achievements
If you have won consumer choice awards, reviews from reputable sources, or any other third-party recognition, then include these somewhere in your ad copy. Your landing page might even be a press release that mentions these achievements. The film industry has been doing this for years with its "two thumbs up" for so and so, and Rolling Stones says this and that.
2) Goodwill Statements
Goodwill statements can go a long way in promoting a favourable reputation, regardless of the nature of your business. Focus on customer relationship phrases such as "satisfaction guaranteed" or "we’re here to help." Mention your toll-free number, 24/7 live support, new environmentally-friendly products, charitable items, recent donations, etc.
3) Use of Language
Your public relations and language skills will be put to the test here. How you say things will play a big part in getting the message across to your potential customers and connecting to your target audience . For example, an oil company should drop the phrase "drilling for oil" and use the friendlier "energy exploration" descriptor.
Other Ideas?
Feel free to chime in and leave comments about any ideas you might have for accomplishing reputation management goals through pay-per-click.
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