{"id":6205,"date":"2022-10-04T11:50:11","date_gmt":"2022-10-04T11:50:11","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/10\/04\/how-to-stop-wasting-brand-search-spend-and-save-it-with-automation\/"},"modified":"2022-10-04T11:50:11","modified_gmt":"2022-10-04T11:50:11","slug":"how-to-stop-wasting-brand-search-spend-and-save-it-with-automation","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/10\/04\/how-to-stop-wasting-brand-search-spend-and-save-it-with-automation\/","title":{"rendered":"How to stop wasting brand search spend \u2013 and save it with automation"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/Athena-header-new-800x450.png\" alt=\"| Craig Hordlow\" class=\"wp-image-388358\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>What if you could automatically turn off bidding on your brand terms when no other rivals are in the picture, and you\u2019re already positioned number one organically? The savings could be substantial.\u00a0<\/p>\n<p>It all starts with Lone Rangers.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/04\/how-to-stop-wasting-brand-search-spend-and-save-it-with-automation\/#Who_is_that_masked_figure_Lone_Rangers_defined\" >Who is that masked figure? Lone Rangers defined:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/04\/how-to-stop-wasting-brand-search-spend-and-save-it-with-automation\/#Lone_Ranger_keywords_are_those_you_would_win_without_bidding\" >Lone Ranger keywords are those you would win without bidding<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/04\/how-to-stop-wasting-brand-search-spend-and-save-it-with-automation\/#Why_rein_in_Lone_Rangers\" >Why rein in Lone Rangers?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/04\/how-to-stop-wasting-brand-search-spend-and-save-it-with-automation\/#Whats_Brand_Activator\" >What\u2019s Brand Activator?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/04\/how-to-stop-wasting-brand-search-spend-and-save-it-with-automation\/#How_does_the_automation_tool_work\" >How does the automation tool work?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/04\/how-to-stop-wasting-brand-search-spend-and-save-it-with-automation\/#Save_now_reinvest_later\" >Save now, reinvest later<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/04\/how-to-stop-wasting-brand-search-spend-and-save-it-with-automation\/#How_can_you_benefit_from_it\" >How can you benefit from it?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Who_is_that_masked_figure_Lone_Rangers_defined\"><\/span>Who is that masked figure? Lone Rangers defined:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A \u2018Lone Ranger\u2019 is a brand search term for which you are the sole paid search bidder and <em>for which you have the #1 organic position. In other words, why pay for clicks on a term you\u2019re winning for free?<\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lone_Ranger_keywords_are_those_you_would_win_without_bidding\"><\/span>Lone Ranger keywords are those you would win without bidding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u201cLone Ranger\u201d terms drive millions in wasted brand paid search spend. They\u2019re brand terms you win organically <em>and<\/em> for which you\u2019re the sole bidder for paid ads. Many brands keep spending on those terms simply because monitoring and identifying them 24\/7 used to be a time-consuming hassle. But not anymore.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/Adthena-Image-for-article-800x450.png\" alt=\"| Craig Hordlow\" class=\"wp-image-388349\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Why_rein_in_Lone_Rangers\"><\/span>Why rein in Lone Rangers?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Lone Rangers represent a no-downside opportunity to reduce wasted spending on terms where you don\u2019t face competition. You can pay for the click or pay nothing; either way, you win the click organically.\u00a0<\/p>\n<p>Maintaining Search Engine Results Page domination may still be fruitful for brand experience, but the costs can and should be reduced until another competitor appears. Savings can even be reinvested into areas of greater growth.<\/p>\n<p>Adthena\u2019s Lone Ranger reports show the number of Search Terms where you alone are showing a paid ad <em>and<\/em> have the top organic spot and your potential savings from the last seven days. Additionally, with Brand Activator technology, you can fully automate the process of pausing and restarting \u2018Lone Ranger\u2019 keywords.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Whats_Brand_Activator\"><\/span>What\u2019s Brand Activator?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Brand Activator is a brand new feature on the Adthena platform that automates the entire process of monitoring, pausing and restarting Lone Ranger campaigns.\u00a0<\/p>\n<p>What\u2019s the purpose of this automation? To prevent you from a) wasting budget or b) losing market share. What\u2019s the desired outcome? To stay on top of your paid search game and dominate your competitive landscape.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_does_the_automation_tool_work\"><\/span>How does the automation tool work?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Brand Activator is automated around the clock, meaning that no manual labor is involved, saving time and costs. <em>(We heard that sigh of relief)<\/em>. The tool automatically deactivates and reactivates bidding to ensure full optimization of brand clicks and market share.\u00a0<\/p>\n<p>Here\u2019s a step-by-step process of how it works:<\/p>\n<ol>\n<li><strong>24\/7 monitoring<\/strong> \u2013 Adthena finds Lone Rangers terms you\u2019re winning organically with no rival bidders.<\/li>\n<li><strong>Automatic deactivation<\/strong> \u2013 Bidding on Lone Rangers is automatically paused and added to your negative keyword list.\u00a0<\/li>\n<li><strong>Automatic reactivation<\/strong> \u2013 Bidding is reactivated if a competitor starts bidding.\u00a0<\/li>\n<li><strong>Monthly reporting<\/strong> \u2013 Adthena provides analytics to track your savings and identify other areas to reinvest.<\/li>\n<\/ol>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/Adthena-Header-image-800x450.png\" alt=\"| Craig Hordlow\" class=\"wp-image-388350\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Save_now_reinvest_later\"><\/span>Save now, reinvest later<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You\u2019re in charge of what you want to do with the savings \u2013 whether that\u2019s to save budget or reinvest elsewhere for greater ROI. Using Adthena\u2019s Whole Market View technology, you could reinvest these savings back into your paid search strategy on higher-performing search terms to boost overall Return On Ad Spend (ROAS).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_can_you_benefit_from_it\"><\/span>How can you benefit from it?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With brands operating on tight PPC budgets and economic uncertainty, taking control of Lone Rangers, either manually or through Brand Activator, can be an easy and no-risk way to reduce wasted spending. This opportunity for significant growth is a no-brainer.\u00a0<br \/>Interested in learning more about what Brand Activator can do? <a href=\"https:\/\/www.adthena.com\/resources\/guide\/get-1-in-5-dollars-back-on-brand-search-blog\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">Check out<\/a> this easy guide to learn more.<\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/how-to-stop-wasting-brand-search-spend-and-save-it-with-automation-388348\" target=\"_blank\">How to stop wasting brand search spend \u2013 and save it with automation<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What if you could automatically turn off bidding on your brand terms when no other rivals are in the picture, and you\u2019re already positioned number one organically? The savings could be substantial.\u00a0 It all starts with Lone Rangers. Who is that masked figure? Lone Rangers defined: A \u2018Lone Ranger\u2019 is a brand search term for which you are the sole paid search bidder and for which you have the #1 organic position. In other words, why pay for clicks on a term you\u2019re winning for free? [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-6205","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=6205"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6205\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=6205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=6205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=6205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}