Should I bid on my own name or company’s name in my paid search campaign? This is a question I often get from clients. The short answer is absolutely, unequivocally - YES! While I completely understand the trepidation behind thinking one should not bid on their own name ("I already own the organic listings," "Why would I spend money on my own name?" "I would get those clicks anyway."), experts and studies point to the same conclusion – you should bid on your own name in your paid search campaigns.
All too often I see business pages on Facebook that still have a really long URLs - that's the web address - that would be impossible to remember, much less tell someone about. In typical Facebook fashion, there is a simple solution to the problem, but it's buried so most users don't even know it's possible to have a shorter page address.
By the time this article is published, the application period for new generic top-level domains, or gTLDs, will have been open for a matter of a few weeks and will run until April 12, 2012. Top-level domains are the extensions that appear at the end of domain names, after the "dot." There are currently 22 generic top-level domains (gTLDs) like .com, .net, and .org, and over 200 country-code top-level domains (ccTLDs) like .JP, .MX, and .UK. Shortly after the close of the application period, the Internet Corporation for Assigned Names and Numbers (ICANN), the organization behind the New gTLD Program, will publish a list of all the applications for these new extensions; by some estimates, there could be close to 1,000.