3 Must-dos: How to Pick a Brand Name You Won’t Regret

Brand names are part of brand personality. Any business owner who’s ever had to figure out names for a new product or new company understands how draining the process can be. So today, let’s talk about how to pick a brand name that you’re not going to regret down the road.

When you’re picking out a brand name, the initial excitement can be quickly replaced with despair. And it’s mostly because all the good names are already taken. Just think about how many brands are out there, and how many of them are in the same industry as you’re in.

A quick search on Google reveals plenty of articles that cover the topic of naming strategies. For the most part, they cover a list of requirements that new brand names must fulfill.

They need to be unique, in line with brand strategy, and a name that’s easy to remember. And it’s all true. After all, one of the most important communication tools for brands is a good and memorable name.

How to Pick a Brand Name With No Regrets

So many brands have proved that a good name works wonders. A few examples:

  • Pepsi used to be Brad’s Drink.
  • Dunkin’ was once Open Kettle.
  • Snickers used to be called Marathon in the UK.

Unfortunately, not a lot of publications mention how some naming decisions affect a business in the future, and how it might cause problems later on. 

Brand experts and strategists like Brand Master Academy recommend remembering some aspects of the brand name decision-making process that needs to be analyzed before changing names. You need to take these aspects into account as early as possible, so you save time and money in the future.

Here are three aspects to remember when you’re learning how to pick a brand name without regrets.

#1 Making a brand architecture decision

The first question that needs to be asked is whether you truly need a new name. If you’re launching a product or a new service, check first if it’s possible to use the existing names that your company already owns, especially if any names have already achieved an impressive level of brand recognition.

Building an all new brand from scratch can be a preferred option if business owners want to feel innovative and creative, but in all truth, it should be the last resort. Building brand awareness and cultivating recognition takes years. It’s also quite expensive. 

Instead, why not consider these options:

  • Product variants
  • Sub-brands
  • Endorsed brand

These examples can benefit from a stronger umbrella brand.

And when you’re thinking about naming the convention and the brand architecture for the newest addition to your brand portfolio, think 5-10 years in advance. 

Consider what the next products or offerings in the pipeline would be, where they would sit architecturally, and how they would coexist with the product that you’re launching right now.

#2 Choose between descriptive or abstract

It’s tempting to go for a new name that describes the category your business operates in — to some extent at least. That is very understandable, because a brand name can play a double role.

It identifies the brand, but also describes the category to which it belongs. That saves plenty in both time and money, and it requires less effort to explain to potential buyers what you’re selling. A double-purpose brand name also comes in handy with SEO.

But since nothing ever remains the same, you’ll encounter some problems later one, when you don’t want your brand to be in this particular category anymore. You want to extend the scope of your brand.

One good example of this is MTV (Music Television). Before, it used to feature different top-ten lists and was all about showcasing music videos from the latest pop artists. But nowadays, you see them focusing more on teenaged shows. 

Another good example is Dunkin’. They’ve recently dropped ‘Donuts’ from their name so they can effectively reposition themselves from a doughnut brand to a beverage-focused company.

What’s your alternative solution to a name that is reliant on its category description?

Go for an abstract name. It doesn’t have to mean anything particular and for the most part, it has nothing to do with the category it represents at all. Really popular brands that do this include Costco, Target, Apple, Amazon, Starbucks, J-co, Netflix, etc.

The potential benefits? They’re all significant, especially when you have a budget big enough to support the launch of any new products or services. Keep in mind though that more effort and resources are needed to build brand awareness and to explain to customers what your brand does.

#3 Quality-check the new name

After confirming your list of potential names to see if you can use them legally, it’s rather tempting to throw it all to the wind and proceed with your next plan. But there are two more things that you need to do, and it’s all a part of quality-checking your new brand name.

When you’re learning how to pick a brand name, remember to do this:

  • Potential digital presence: It’s free and doesn’t take that much time. Investigate whether the URL (your new brand name plus the extension you want to use) is available. If the URL is already taken, you can either pick a different name or purchase the domain. Check and make sure your social media handles aren’t taken either. Also see what comes up when you Google Search your new brand name. See if it’s going to be easy to build a meaningful presence in the search results.
  • Offensive language: If you’ve got a global ambition for your brand (but honestly, what business doesn’t?), you need to make sure your new name doesn’t mean anything offensive in other languages. This process is a little daunting, but you can’t ignore it.

The Impact of a Good Brand Name

Building brands take years of planning, money, and strategizing. It’s a fact that lots of big brands in the world can easily confirm. A brand recall afforded by a good name is a compliment for any company. Plus, it demonstrates a personal connection between the business and the customer.

Carefully crafted brand names go a long way to etch a solid identity for new ventures. Keep at your marketing strategies, and it can define your success.

How to Avoid Wasted PPC Spend in 3 Easy Ways

We live in crazy times right now. Perhaps there were times when you have had to pull back spending drastically. Or if your business is thriving, then you have a couple of priorities set in place. Chief of which is knowing how to avoid wasted PPC spend.

Nevertheless, learning how to avoid wasted PPC spend should be a priority for everyone. And in this article, we’ll walk through 3 easy ways that an expert digital marketing agency like us does to learn how to avoid wasted PPC spend.

3 Ways on How to Avoid Wasted PPC Spend

Image Credit: Wordstream

There are factors that affect ad spend pacing, and there’s ways on how to avoid wasted PPC spend.

A typical small business can waste 25% or more of their total paid search spend. Evidently, it’s a big problem, however tackling wasted spend in Google Ads can be a bit of a challenge for account managers. 

So before you turn your eyes to the latest PPC trends or the shiniest and newest tools, figure out how to avoid wasted PPC spend first.

Together, let’s head back to the basics and focus on the core components of your campaign. Most of the time, by simply tweaking your settings or adjusting your structure, you can fix a lot of big account leakages.

Here are 3 ways to avoid that wasted ad spend.

#1 Taking out keywords that don’t convert

One easy way to win and never waste PPC spend is to take out all the keywords that are spending but aren’t converting. You can check and look at the past 60-90 day date range and apply filters for keywords that haven’t converted yet. 

You can remove them from your account and cut down some of the spend that isn’t producing any conversion actions.

#2 Checking the DDNT

DDNT, according to Emma Smith, stands for Device, Demographic, Network, and Time. All four of them are settings that you can check either on an account level or at campaign level. 

They’re pretty easy to miss, but they can impact your account a lot. You can try placing bid modifiers on all of these settings, so that you either increase or limit spend wherever you’re seeing the most traffic.

For instance, if you’re seeing that a lot of conversions come from males in the age range of 30-50 years old, you can put a positive bid modifier on males and on the 30-50 age range. That way, Google will know to show people who fit that criteria.

Ergo, you avoid spending money showing ads to people who are less likely to convert.

#3 Setting up automatic scripts

And of course, another way of eliminating unnecessary spending is to set up automatic scripts in your accounts. Scripts are a good way to make sure things aren’t being missed. They may seem small, but they will add up. 

You can use scripts for negative keyword conflicts, errors with landing pages, disapproved ads, etc. It’s a good way to keep an eye on some of the smaller issues without manually having to go in and perform an audit. The best PPC providers do that.

3 Factors to Consider When Writing Ad Copy

When you first start doing online advertising, you would be under the presumption that ad copy is absolutely everything. But after ad copy adjustments, you see no improvement. So here are factors to consider when writing ad copy. 

Of course, not to say that ad copy is completely irrelevant. But what can one think when they find that ad copy adjustments don’t change much?

Some Factors to Consider When Writing Ad Copy

After all that, you may think that ad copy is simply filler, and that it doesn’t matter as much as people make a huge fuss about it. But there have been tests that proved ad copies can make a big difference. What did not make a difference for one brand can make a difference for another.

So let’s take a look at three factors to consider when writing ad copy, so you’re on your way to making it effective.

#1 The intended market and their needs and wants

You should be asking yourself the question of who is the person that you’re talking to, and what do they care about?

Because depending on the product you sell and the service you offer, your customers will likely share a lot of similar traits. And each one of those traits have the potential to make a difference when you’re writing your ad copy.

Traits can be something as simple as gender or a job position. What you’re trying to do here is to consider which concerns, habits, struggles, or mindsets are hidden behind those traits. After you’ve figured out what’s behind those traits, you can leverage it in correlation with the product or service that you sell.

#2 Customer’s place in the funnel

At which stage of the funnel is your prospective customer reading the ad at? If someone doesn’t know enough about your brand, it would be really difficult to drive that first purchase with ad copy that mainly calls the user to buy. If someone already has knowledge about the product, or is already looking at buying at the moment, then pushing introductory ads won’t help either.

Marc Enokou of PPC Hero did a great job testing two different types of language with their prospecting audiences. And here’s what he had to say:

“For one brand, we tested two different types of language with prospecting audiences. We had 3 unique ads that were highlighting discounts customers get for their first purchase such as 20% off or free shipping, and a single ad telling a story about the product and our brand.

“The storytelling ad received a 97% higher click-through rate and a 120% better conversion rate in the first 9 days. That means people were twice as likely to click and once on the page, they were also twice as likely to convert because we were able to connect them emotionally to the brand instead of pushing the discount language. 

“After the first 9 days, the optimization system in Facebook Ads pushed 80% of the spend and traffic to that ad. The graphs below show the performance for the storytelling ad (orange lines) and the discount ads (blue lines) which are labeled as “all others” in terms of spend, CTR, and conversion rate.”

Image Credit: PPC Hero

As clearly seen on their spend graph, Facebook concluded that the storytelling ad was delivering better results on day 9. By the end of the campaign, the cost per add to card for the storytelling ad was $3.96. On the other hand, the promo focused ads recorded a $5.75 cost per add to cart.

#3 Context

An ad copy that is built around cultural, economic, or temporal context tends to send strong signals to the reader, because it increases the relevance of the ad. One really good example is an ad with the year 2019 while we’re actually in 2020. Another one is an outdated promotional ad.

Events, holidays, promotions, and economic crises may all be considered as different types of context that your ad copy can be adjusted to. 

For instance, this situation surrounding COVID-19 is a strong example of such a context. One can introduce new ads in Google, not mentioning COVID-19, but at least signaling to the user that business is still open, and they can still avail of your products or services.

Knowing the Factors to Consider When Writing Ad Copy

It’s quite easy to lose yourself in the weeds when it comes to writing ad copy and doing a PPC audit. If you think that flashy ads and pretty language can make a difference, you might want to reconsider your beliefs in PPC.

PPC specialists and digital marketing agencies now know that if you want your ad copy to make a difference, you have to remember 3 factors to consider when writing ad copy.

5 Tips: How to Run Facebook Ads During COVID-19 Pandemic

This COVID-19 outbreak has had a significant impact on the inner workings of businesses and consumer behavior the world over. Because of that, we’re in a time where advertisers need to find opportunities that would help them build lasting relationships and personalized interactions with customers. But do you know how to run Facebook ads during COVID-19 pandemic?

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