How to Find the Best Keywords for Your Brand

In order to find the best keywords, you must think both like a marketer and a consumer. When thinking like a marketer, ask yourself the following questions:

• Who are we as a brand?
• What products do we want to be known for?
• What are our goals?

Talbots knows it's a brand for women's apparel. The products it wants to be known for are primarily women's suits. Customer acquisition is its main goal, as well as driving traffic to both its website and brick-and-mortar stores.
Goodman suggested that the best place to start your keyword campaign is with brand coverage. When it comes to covering your brand, it's important to own all of your brand terms because you want to be able to control your messaging. This will increase ad interaction and conversion rates. Brand terms yield the highest return on investment, brand interactions with consumers and the lowest cost per click. Goodman advised not to ignore your brand terms. "If you're not found in the search engines for these terms, your competitors will be."