Asana – Taking Back Their Brand Term

In my initial post, I discussed how Monday.com uses a successful brand conquesting tactic to win customers away from Asana. In this post, I will discuss what Asana can do to counter these efforts. Though it seems as though monday.com has won the SERP, there are several tactics Asana has available to reach the top position for their brand term.

How Asana Can Counter monday.com

Bidding

The first step Asana should take, is bidding up on their brand keywords. Because Asana is more relevant for the search term ‘Asana’ than monday.com is and they will pay a lower cost for each ad click. Monday.com will likely get tired of paying a premium to bid against Asana and stop bidding on this term, or Asana will overtake monday.com as the top keyword.

Ad Extensions

The second step that Asana can take is to make sure they have all ad extensions in place. The reason that monday.com’s ad looks so much bigger than Asana’s is because of the site link ad extensions. If Asana wants to serve as prominently they need to make sure all of its relevant extensions are in place including site links, image extensions callout, and structured snippets.

Ad Copy

The last step that Asana can take is to update their copy. Since they know a user is searching for their brand term adding “Official Site” to their ad will help confirm theirs is the ad a customer should click on. Remember, a search ad is intended to answer a user’s query. If someone is searching for your brand, make sure you let them know ‘Yes, this is the brand you’re looking for’.

Marketing Insights

This monday.com ad goes to show why it is so important to effectively own your brand terms. Without watching your brand spend, a company can lose out on customers to a competitor. Luckily there are tactics Asana can use to reclaim their rightful sport at the top of the SERP. It is amazing how much strategy can be seen in one simple search ad.

If you would like help to beat out your competitors in digital advertising, let’s get in touch. I’d be happy to help uncover your options to improve performance.