Trending February 2024 # Scanning Your Mac For Viruses: Why Is It Important # Suggested March 2024 # Top 6 Popular

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In this article we do a case study on a recent Mac problem, give reasons why you should always start afresh with each new Mac you buy and in a larger sense why virus checking is more important for Mac users than other platforms, even though viruses are a less widespread problem.

Mac Viruses Are No Joke

We all know the jokes about Mac viruses, but we are staunchly “platform agnostic” around here. Recently one of our Macs began acting very strangely. It seemed to always be doing something when nothing was running. The first thought was a virus, and while investigation and virus scanning proved this was almost certainly not the case, the fact remained that something was horribly wrong.

It turned out in the end a legacy .ktext configuration file was more than likely to blame, running drivers for some now non-existent graphics tablet and scanner from a previous install which ate all of the free memory.

We’ll get to the madness of cloning your old machine to a new one in a second because this problem raised a bigger question: the role of Mac users in the world of virus spreading.

Catching the Bug

For Mac users, viruses are less of a problem than users of other platforms (you know who we are referring to, right?), although they are possible and do actually happen. It’s a big mistake as a Mac user to ignore this because although viruses which affect the Mac by covert insertion are uncommon, many other threats exist which could paralyze or ruin your current installation. We recently covered removing the MacItNow adware, for example.

And while unaffected by PC virus threats, you can easily become a carrier for PC virus infections. Windows files cross your desk invisibly all the time, and it’s the right thing to do to scan and remove them before you pass them on, otherwise this could be potentially very bad news for your PC-using co-workers, family or friends.

In the recent repair of the Mac we mentioned above, for example, scanning revealed a couple of minor Mac threats but literally hundreds of PC viruses on the system. That’s alarming as hell.

Burn Them With Fire

There are a few free options which do very well to remove any Mac or PC threats from your machine. AVG, Avast and Bitdefender are the options we tried in purging this problem Mac.

Bitdefender free version is a scanner and goes through your files detailing any threats, pointing you to the problem files so you can delete them.

AVG Free is a scanner and a shield program. You can explicitly scan your machine periodically for Mac and PC threats.

The shield part means it stays resident even when you are not actually running the GUI and checks threats as they arise in real time.

Avast is similar to AVG in that it is a scanner and a shield, scanning your disk for threats manually but also staying resident to catch anomalies in real time. Like other resident virus checkers it won’t install unless potential threat collecting apps are closed:

Like AVG, it gives you the option to scan for threats by presenting a front end GUI:

And manual scanning can take considerable time. A full system scan can take hours (note the time taken and percentage covered here in our problem Mac for example):

You should do that at least once a month to be sure. And as with all virus software, make sure your virus definitions are fully updated before you do so. Once in place however, the day to day operation is handled by the shields:

Note: something to look out for is that according to our tests, virus software sees other virus software from rival companies as a threat – this is probably not a marketing ploy but simply because they stay resident in memory. Don’t run more than one piece of virus software as you may end up crippling your installation of one or the other accidentally.

Don’t Go Cloning Your Problems

Virus checking is a good thing, no question. But why is cloning your old machine to your new one using the Mac Transfer system such a bad idea in this regard?

Not only can you a) transfer lingering configuration problems from old software, but most importantly b) you run the risk of copying already resident PC viruses onto your new Mac ready for you to pass on to everyone you come into contact with digitally.

As a responsible user, you should always start afresh with a new machine. It is better to regularly back up your files than to clone the whole OS. It’s quicker to install individual software programs than it is to copy an entire 500Gb system disk, and you remove any performance killing configuration problems which may act like viruses.

Most importantly, you should check your system for viruses regularly using one of the software programs mentioned above.

Phil South

Phil South has been writing about tech subjects for over 30 years. Starting out with Your Sinclair magazine in the 80s, and then MacUser and Computer Shopper. He’s designed user interfaces for groundbreaking music software, been the technical editor on film making and visual effects books for Elsevier, and helped create the MTE YouTube Channel. He lives and works in South Wales, UK.

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What Is International Business Management? Why Is It Important?

blog / Business Management What is International Business Management? A Comprehensive Guide for 2023

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We live in a highly interconnected world and that is inevitably reflected in the way we do business. As such, it has become increasingly important to stay on top of business trends in today’s global economy to succeed. And to do that, organizations need to have an understanding of how international business management works. This not only involves understanding the way other countries do business but also includes knowing the right way to interact with people from different cultures. Therefore, if you are interested in a globally relevant career and succeeding at it, you should know what is international business management and all that it entails.

The following article will explain what is international business management, how important it is, and why you might want to study it.

What is International Business Management?

International business management offers students a deeper understanding of various business management practices, such as finance, marketing, supply chains, human resources, and operations from across the world. It helps students prepare for careers that involve working either abroad or for organizations conducting business on a global scale. 

Importance of International Business Management

Let us understand the significance of being adept at business management on a global scale.

You can help businesses to increase their stake in the global marketplace to maximize their profits

You learn how to work successfully in a global business environment 

Helps in expanding your professional network and forming long-lasting ties with other professionals from different parts of the world  

Offers great employment opportunities at prestigious international organizations

Why Study International Business Management

There are multiple reasons why you should pursue a degree in international business management.  

Earn a Global Perspective

You will get the opportunity to learn about various international challenges that are faced by organizations during your studies. It provides a glimpse into a variety of important factors, including international boundaries, businesses that operate internationally, the global economy, and how to negotiate with people from different countries with distinct cultures.

Enhance Management Skills

A degree in international business management will have you working on individual and group projects, preparing reports, and presenting your perspective and thoughts. You will be able to sharpen a variety of soft skills such as problem-solving, decision-making, strategic thinking, leadership, and delegating, all of which are requisite when doing business internationally.

Get a Competitive Edge

ALSO READ: What is Business Management? How to be a Good Business Manager

The Scope of International Business Management 

The rapid expansion and development of global markets have led to a rise in the demand for individuals who are knowledgeable about international business management. This field can therefore offer any number of opportunities to qualified and deserving candidates.

If you have a degree in international business management, you can seek employment in any industry, from healthcare and the automobile sector to IT. A degree in international business management is also applicable across a vast number of roles, including that of a business development manager, financial trader, sales and marketing executive, external auditor, supply chain manager, data scientist, etc.

Types of International Business Degrees

Learning what is international business management also includes knowing the different types of degrees that fit your career goals better.

International Economics

This degree focuses on understanding logistics, operations, and issues associated with the global economy.

International Banking and Finance

It will help one learn about the trading behavior that occurs within financial markets. Also, it enables one to learn the techniques that organizations use to attain their financial goals.

International Marketing

This degree will teach you to apply marketing fundamentals in an international context.

International Human Resources Management

This focuses on recruiting, organizing, and managing human resources on a global scale.

International Operations Management

This degree will help you learn about the procedures used by global businesses to manage their products and services.

International Business Administration

This is all about how to apply business management principles and practices in the context of a global business.

International Affairs

This degree focuses on how to address a variety of global challenges. These include economics, human rights, sociocultural conditions, and politics when operating at the international level.

Jobs to Pursue with an International Business Management Degree International Accountant

You develop knowledge and expertise about the principles of international tax law.

Policy Analyst

As a policy analyst, you can assist companies in resolving difficult policy-related problems that could span sectors including healthcare, security, and the environment.

International Economist

The job involves studying financial markets, exchange rates, and the impact that trade policies can have on countries’ economies. 

International Human Resources Manager

This involves creating and implementing hiring, managing, and firing policies on a global scale that are in line with distinct work cultures and international labor law.

Global Marketing Manager

This role is all about assisting companies in locating attractive consumer markets around the world, which enables companies to expand their customer base and penetrate international markets. 

Get the Global Outlook with Emeritus

Write to us at [email protected]

What Is Productivity Management And Why Is It Important?

Productivity management encompasses a wide range of activities, including planning, goal setting, process improvement, resource allocation, and performance tracking. It involves collaboration across departments and requires a deep understanding of the organization’s operations and goals.

Productivity management is crucial for businesses of all sizes and industries for several reasons −

Improving efficiency − By analyzing processes and identifying inefficiencies, productivity management can help businesses improve their workflow and eliminate waste, leading to increased efficiency and productivity.

Cost reduction − Through effective productivity management, businesses can identify and eliminate unnecessary expenses, such as excess inventory, overtime pay, or redundant processes, leading to cost savings and increased profitability.

Meeting deadlines and goals − Productivity management ensures that projects are completed on time and within budget, which is essential for meeting deadlines and achieving business goals.

Employee satisfaction − By streamlining processes and reducing wasted time and resources, product management can help employees feel more satisfied with their work and can improve overall morale.

Innovation and growth − Effective productivity management can free up resources and create a culture of continuous improvement, leading to greater innovation and growth opportunities for the business.

Key Principles of Productivity Management

There are several key principles of productivity management that organizations should keep in mind to ensure that they are working as efficiently as possible −

Set Clear Goals − It’s essential to have clear goals that are specific, measurable, achievable, relevant, and time-bound (SMART). These goals help to provide focus and direction for the organization, ensuring that everyone is working towards the same objectives.

Measure Performance − Organizations need to track their performance regularly to identify areas where they can improve. This includes collecting data on productivity, efficiency, and effectiveness, and using this information to make informed decisions.

Focus on Continuous Improvement − Productivity management is an ongoing process of improvement. Organizations need to continually look for ways to optimize their processes, eliminate waste, and streamline their operations to increase efficiency.

Encourage Collaboration − Productivity management is not just about individual performance but also about how teams work together. Encouraging collaboration and communication can help to identify opportunities for improvement and drive innovation.

Invest in Technology − Technology can play a crucial role in improving productivity. Organizations should invest in tools and systems that help to automate tasks, streamline workflows, and increase efficiency.

Empower Employees − Empowering employees means giving them the tools, resources, and autonomy they need to do their jobs effectively. This includes providing training and development opportunities, giving them ownership over their work, and encouraging a culture of accountability.

Benefits of Effective Productivity Management

Effective productivity management has several benefits that can help organizations to achieve success in the long run. Here are some easy-to-understand examples −

Improved quality − By focusing on productivity, organizations can improve the quality of their products or services. This is because productivity management involves identifying areas where improvements can be made and implementing changes that lead to better outcomes.

Better customer satisfaction − When organizations are more productive, they can respond to customer needs more quickly and efficiently. This can help to improve customer satisfaction levels, leading to increased loyalty and repeat business.

Enhanced competitiveness − In today’s competitive business environment, organizations need to be able to operate efficiently and effectively to stay ahead. Effective productivity management can help to give organizations a competitive edge by enabling them to deliver better products or services at a lower cost.

Increased employee engagement − When employees are empowered to do their jobs effectively, they tend to be more engaged and motivated. This can lead to higher levels of job satisfaction, better morale, and ultimately, better retention rates.

Strategies for Improving Productivity Management

Improving productivity management is a critical process that can help organizations to optimize their resources and achieve their desired outcomes. Here are some strategies that organizations can use to improve their productivity management in simple, easy-to-understand language −

Streamline processes − One of the best ways to improve productivity management is to streamline processes. This involves identifying areas where there is waste or inefficiency and finding ways to eliminate it. For example, organizations can automate repetitive tasks, remove unnecessary steps in a process, or implement lean manufacturing principles to reduce waste.

Implement goal-setting − Setting clear goals is essential for effective productivity management. Organizations should set specific, measurable, achievable, relevant, and time-bound (SMART) goals that align with their overall objectives. This can help to provide focus and direction for the organization, ensuring that everyone is working towards the same objectives.

Encourage collaboration − Collaboration is critical for effective productivity management. This can help to drive innovation and continuous improvement.

Invest in technology − Technology can play a crucial role in improving productivity management. Organizations should invest in tools and systems that help to automate tasks, streamline workflows, and increase efficiency.

Provide training and development − Employees need to be equipped with the skills and knowledge to do their jobs effectively. Organizations should provide training and development opportunities to help employees develop the skills they need to be productive. This can include leadership training, technical skills training, or soft skills training.

Measure performance − Finally, organizations need to measure performance regularly to identify areas where they can improve. This includes collecting data on productivity, efficiency, and effectiveness, and using this information to make informed decisions.

Conclusion

In conclusion, productivity management is a critical process that should be a top priority for any organization that wants to achieve success and stay competitive in today’s fast-paced business environment.

However, making productivity management a priority is not always easy. It requires a willingness to embrace change, invest in new technologies and processes, and empower employees to take ownership of their work. It also requires a commitment to continuous improvement and a willingness to learn from mistakes.

So, if you haven’t already made productivity management a priority in your organization, now is the time to start. Embrace change, invest in new technologies and processes, and empower your employees to take ownership of their work.

Site Not Secure: What It Means, Why Is It Important?

Below we have covered all questions about the Site not secure error, including what it is, its importance, and how to avoid it or turn it off or access websites showing the error. Keep reading.

There are many reasons why a site is not secure, mainly because they have expired certificates or lack encryption. These websites are not safe enough for the user to visit and access, as you are putting your privacy and safety at risk. As we store a lot of personal information on web browsers – passwords, addresses and payment information, etc. are all at risk.’

Web browser developers put in a lot of effort to provide users with a number of warnings when a site is not secure. These warnings usually occupy the entire screen so that it is impossible for them to go unnoticed. Apart from these warnings, here’s how to check is a website is secure or not:

If you are on a popular/known website, ensure the URL is correct and does not have any typographical errors.

Ensure that the website is operating on an HTTPS protocol.

Be wary of trusting any claims of safety made by these websites through stamps and seals.

Observe the website’s UI. Most websites that are constantly updated and well maintained come with a good and modernized user interface.

Malicious websites track a lot of your data and usually have a lot of notorious intentions. Your payment information, addresses, and passwords are at risk of being breached and misused. Non-secure sites are usually not encrypted. This means that once you enter your data on a non-secure site, someone else can easily capture this data while pretending to be you.

In the modern-day internet era, HTTPS is the most widely used protocol for browsing the web, owing to the extra security due to encryption. It is a good idea to encrypt transferred data. It means that information sent between your browser and the website is not accessible to third parties such as ISPs, network administrators, and intruders. It allows you to enter passwords or credit card information without fear of malicious elements online.

HTTP (Hypertext transfer protocol) is a protocol used to fetch documents over the internet, and it facilitates any data exchange on the internet. It is a non-encrypted connection which is fine for basic activities or visiting public websites that don’t require you to send any login information to it.

HTTPS is a protocol that offers encryption to any websites you visit. Using HTTPS means that a foundational layer of security is ensured. Let us quickly understand what HTTPS does :

HTTPS ensures authenticity. This means that the server running the website is legitimate and genuine and all the identity it claims is verified and true.

HTTPS ensures integrity in internet communication. This means that whatever message exchange or communication that happens between you and the server of the website is untampered and unaltered, and nobody can make any changes to the same.

HTTPS ensures secrecy, meaning that nobody can read what your communication messages contain, and this information remains just between you can the web servers.

But HTTPS does not ensure 100% security at all times due to the following reasons:

Cryptography cannot always be perfect, as with enough money and time to spend, an entity can attempt to decrypt your messages.

If we were to understand how authenticity works, it is a ‘chain’ of trust. For each step in the certification chain, a trusted entity verifies them and then the next one, and so on. It means that if you trust one link in the chain, you end up trusting all the other links. So, if any one link in the chain is broken or compromised, the root authority in the chain can be tricked into verifying an invalid certificate.

HTTPS does not protect the whole, but just a part of it. This means there is a slight potential for your data to be breached even before it gets encrypted, probably when malicious entities try to grab your data through keyloggers or local storage.

Across popular browsers, it is easy to enable HTTPS always be on through various methods.

Through built-in options: Google Chrome, Firefox, and Brave Browser come with a built-in feature to enable HTTPS.

HTTPS Everywhere: HTTPS Everywhere is a minimal and popular extension that can be used to enable your browser to use HTTPS all the time. This extension is available for Google Chrome, Firefox, and Opera Web browser. It is quite stable and easy to use and even offers features to disable HTTPS on certain sites, provided you have a reason to do so.

Here’s how to enable or disable always-use HTTPS on your browsers.

8. Is HTTPS Safe? Can I Still Visit Sites With “Site Not Secure” Warning With HTTPS On?

It is neither fully safe nor unsafe to visit a website with HTTPS – let me explain. HTTPS protects the communication between client and server, and in no way does it secure the website itself. It does not protects against malicious elements or protect you from being served malicious content.

If there is an error when it comes to validating a certificate, it points to an inability of the site administrator and the hosting providers to set up HTTPS in the right way. This is usually the consequence of the problem of not being able to secure the site or not caring about user security in the first place.

More importantly, we need to be aware that expired certificates indicate that sites are no longer maintained and there is no concern for security at all. So what we need to do is avoid visiting such websites in the first place.

In a nutshell, the error “your connection is not private” signifies that: Your connection isn’t secure, and the mistake shouldn’t be overlooked.

There are multiple ways to fix this error, and once you do so, you can safely visit the website. But, in case you want to bypass the warning and visit the site, we would not recommend you do so as it is not a safe practice. Unless you truly trust the owner of the website and are aware of the details of the website, then you may proceed with caution and at your own risk.

Restart Your WiFi Router: A simple solution that is worth trying out is attempting to restart your WiFi router to fix the “Your connection is not private” error. Restarting your WiFi router is a quick way to refresh it and possibly fix the error.

Temporarily Disable Your VPN: A VPN (Virtual Private Network) encrypts and redirects your internet connection through a distant web server, masking your IP address, increasing your online anonymity, and safeguarding your personal information. Unfortunately, these additional security layers might lead SSL certificates to be blocked, resulting in the message “Your connection is not private.” Disabling your VPN for a short period may eliminate barriers between you and the website, allowing you to determine if your VPN is the source of the issue.

Switch to Private Network: The common cause of this problem is when users connect to a public network such as a restaurant or airport WiFi. HTTPS is now required for all websites, especially those that gather personal information. Unfortunately, most public networks use HTTP rather than HTTPS. When you conduct transactions over a public network, the information you enter is not as secure, and anyone on the same WiFi network who knows what they’re doing will be able to steal your personal information. As a result, your browser will display the notice “Your connection is not private” as a warning. Instead of utilizing public WiFi, consider accessing the website using a private network such as your home WiFi network or your mobile data.

Check Date and Time on PC: The “Your Connection is Not Private” error can occur if your date and time on your PC are misconfigured or incorrect.

These are some of the common reasons why this error can occur. Here’s our detailed guide to fixing the Connection is Not Private error in Chrome, Edge, and Firefox.

An SSL certificate is a type of secure authentication/recognition in the form of lines of code. It distinguishes between webpages, domains, and devices via a thumbprint. It also safeguards the flow of traffic between those objects. If your site requires a login, SSL is required to protect usernames and passwords. If you use forms that ask for sensitive client information, you’ll need SSL certificates to prevent hackers from stealing your data.

Transport Layer Security (TLS) is an Internet technology that provides an encrypted connection between two computers. It confirms the server’s identity and protects data from intercepting by hackers. To put it another way, HTTPS is HTTP with an overlay of TSL certificates. TLS is an upgraded version of SSL, and it contains added protocols to reduce the vulnerability of your encrypted information online.

Most websites that use HTTPS protocol use the TLS certificates as it is an upgraded form of SSL Certificates.

A secure connection is established between the user and the server through a secure handshake. It forms the encryption from the interaction of public and private certificate keys. The information exchange or the handshake usually takes place in two steps :

The first step is the handshake that comes from the browser via the client as it accepts the TLS certificate and states its version.

In the second step, the server states the encryption version that is used and ensures that the rest of the interaction is safe and based on the provided TLS certificate.

Ensure that you always operate over the HTTPS protocol.

Remember to see whether all of your websites have the “green color” padlock on the toolbar of your web browser.

Please refrain from using public networks as it makes you easily vulnerable.

You can always perform a little background check, mainly through online forums, regarding the site’s legitimacy.

Ensure you know some or at least little information regarding the website’s ownership and origins if you suspect anything fishy.

User interfaces that look quite old are huge red flags, and, in most cases, it means that the website has not been updated in a long time.

Be vigilant regarding all the warnings that your web browser provides. Web browsers these days are built keeping privacy and security in mind, and it mostly never fails to provide you a warning if something goes wrong.

Do not take risks while visiting non-secure websites if you do not have a clear picture of what the website is.

Ensure to use secure web browsers and refrain from using experimental versions of web browsers or those that are not renowned.

We hope we addressed all of your queries regarding sites not being secure, and we hope you understand what it means to ensure websites are secure. Stay tuned for more such articles and FAQs regarding web browsers, and we’re sure you’ll learn more than a thing or two as you read them!

What Is Social Media Marketing And Why Is It Important?

blog / Digital Marketing What is Social Media Marketing? How Does it Boost Business Growth?

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In 2009, Coca-Cola launched its ‘Share a Coke’ campaign on Facebook; it printed commonly used names (for example, Chris, Alex, Mary) on the bottles and asked similarly-named customers to share the pictures of these bottles on social media. Apart from being disruptive, it was the first social media campaign on Facebook, and Coca-Cola’s social media page likes grew by 39%. In a way, this campaign helped brands realize the immense power of social media marketing and how it can scale their popularity. That is why it has become important for companies and executives to learn more about what is social media marketing and how it can be leveraged to boost business growth.

Social Media Marketing Introduction

ALSO READ: How to Get Started on a Career in Social Media?

Social Media Marketing Examples

Here are a few popular examples that will help you understand what is social media marketing.

Spotify’s #yearwrapped Campaign Apple’s Shot on iPhone Campaign

In most social media marketing campaigns, brands collaborate with influencers or celebrities to promote their products. However, Apple’s yearly #shotoniphone campaign is a brilliant example of consumers promoting a brand on social media. Apple launchess a ‘Shot on iPhone’ campaign on Twitter and Instagram, asking iPhone users to post their best iPhone camera shots on social media. Millions of people participate in the challenge leading to increased brand awareness.

United Nations TikTok Campaign Importance of Social Media Marketing

Social media marketing has different benefits for businesses. These include:

Increase in Brand Awareness Cost-Effective Gain in Customer Trust

Increased brand awareness and engagement on social media help businesses gain the trust of consumers. It increases brand loyalty and customer retention rate.

How to Create a Social Media Marketing Strategy?

What is social media marketing without a strategy that is simple, effective, easy to implement, and goal-oriented? Here’s a step-by-step process to create a social media marketing strategy:

Step 1: Set Clear and Small Goals

You should set clear social media marketing goals. These could be engagement, brand awareness, or promotion of new products, among others.

Step 2: Figure Out Your Target Audience

Understanding your audience base is key to developing a successful social media strategy. Social media apps are no longer mere platforms where you post pictures and promote your services. They are a virtual community. You have to understand your audience’s preferences to prepare a useful social media strategy and this requires a certain amount of trial and error. 

Step 3: Select Social Media Platforms

The next step is to do a social media audit. This refers to analyzing the engagement on your posts, understanding what type of content performs better, and which platforms are popular with your niche audience. For example, if you provide business consulting services, you should focus more on LinkedIn marketing.

Step 4: Brainstorm and Seek Inspiration

Now, you need to think of social media campaigns. You can seek inspiration from other brands. Ensure a consistent copywriting style across all your posts. 

Step 5: Create a Monthly Social Media Calendar

It is important to create a social media content calendar to maintain consistency. This helps to get more engagement. You can also use social media marketing tools to schedule posts.

How to Do Social Media Marketing

Learning social media marketing can be tricky, especially if you are a beginner. However, here are the core pillars that will help you understand what is social media marketing and how you can use it:

Strategy:

Have an effective social media marketing strategy in place to achieve your goals.

Planning and publishing:

Plan the timing and frequency of content you want to post on social media and publish videos or pictures.

Analytics and reporting:

Use social media performance analyzing tools to get insights on how your content is performing, and whether you are able to achieve your goals. 

ALSO READ: What is the Best Social Media Marketing Salary and How to Earn it?

Top Social Media Marketing Tools

Here is a list of the top social media marketing tools that can enhance your marketing strategies by scheduling posts, analyzing engagement, and market research:

Hootsuite

Buffer

Sprout Social

HubSpot

Canva

Mention

Sprinklr

eClincher

Social Pilot

Social Media Marketing Course

Social media marketing is one of the most sought-after careers today. However, it is also a highly competitive field. You must have popular social media marketing skills such as copywriting, design, marketing, and data analysis. Pursuing social media courses is one of the best ways to enhance your skills.

In addition to skills, social media marketing courses can help you learn what is social media marketing and its multiple facets, as well as the latest industrial trends. These programs can also teach you how to conduct market research, read case studies, and drive effective social marketing campaigns. If this excites you, explore Emeritus’ online digital marketing courses to boost your career in social media marketing.

By Sneha Chugh

Write to us at [email protected]

Why Bidding On Your Brand Name Is Important

Brands are Entitled to Rank for Branded Searches?

Tim tweeted his amazement that companies bid on their brand names. He affirmed that it’s Google’s responsibility to rank brands number one for those queries.

This is Tim’s first tweet:

“It never ceases to amaze me how many brands are bidding in Google for THEIR branded keywords.

Isn’t that traffic yours by definition?

Isn’t Google’s primary job as a search engine to give people exactly what they’re looking for?

Props to whoever at Google pulled this off”

Tim followed with this tweet:

“..in anticipation of PPC experts/agencies jumping in with some “juicy benefits” of bidding on your brand keywords and getting “cheap PPC traffic…”

Sorry, I’m not going to pay for my branded keywords.

It’s Google’s job to rank me #1 for my brand.

Period.”

Patrick Coombe tweeted that bidding on branded search queries is a defensive tactic, a response to competitors bidding on the name of your product or company name.

“…this started 10+ years ago when competitors bid on YOUR branded keyword and brands would lose say 30% of their organic traffic to a competition. In some scenarios it really muddied the waters. It’s s really a response not a tactic.”

Patrick has a point. You should always check to see if someone is bidding on your product or company name. If someone is then you should seriously consider bidding on your name in order to keep the traffic from going to your competitor.

Others tweeted their agreement that this is a defensive strategy.

“Unfortunately Google job is to make money… And letting competitors bid on your branded keywords made sometimes necessary the bidding on your own branded keys… No way out or alternatives…”

This was happening to a friend who was in local search a few years ago. The friend to made it expensive for that competitor to bid on the brand name.

Additionally, to give the competitor a kick in the pants, he began bidding on the competitor’s brand name. No doubt that kind of bidding war is good for Google.

Bidding on Own Brand Name is Sensible

Then Martin MacDonald tweeted his opinion:

“I’m obviously on the SEO side here – but – have to point out:

I’ve tested this multiple times, against hundreds of millions of dollars of brand spend, in controlled tests.

Bidding on your brand term, every time, was the ROI winner.”

Respected search marketer, Ryan Jones, agreed. Ryan  tweeted:

Bidding on Brand Name in PPC is Sensible

It’s true that Google should rank the correct site for a brand name. But that doesn’t always happen, particularly when a business site lacks basic search optimization.

Martin MacDonald elaborated on reasons why it makes sense to bid on your brand name:

4) dropping people straight into the “CRO” optimized version of the site”

Wow, that is an insightful tweet! The ability to send brand name related traffic to an optimized landing page is a good strategy.

Martin MacDonald has extensive experience working with big brands. He’s an authoritative voice in the SEO community due to his work history and the quality of what he says about SEO.

Bidding on PPC may sound like the ravings of a mad scientist. But it’s a strategy that should be seriously considered. This is especially true if a competitor is bidding on your brand name.

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