• by Laurie Sullivan  @lauriesullivan, November 21, 2008

Gossard unveiled its first pay-per-click (PPC) campaign today to drive traffic from Google, Microsoft, Yahoo and other search engines to a consumer-focused Web site that debuted last month.

The popular U.K. lingerie line, founded in Chicago in 1901, launched the Web site to enable consumers to purchase panties, bras and bedroom attire straight from the manufacturer. The move is intended to take back control of the brand from retailers.

Leeds, England digital marketing agency twentysix built the Web site. The agency's in-house search division, twentysix Search, will support SEO and PPC services.

Ryan Scott, search director at twentysix Search, said the PPC campaign will begin with brand names and phrases before moving on to wider "more lucrative keywords, such as bras, knickers and thongs, which are very costly."

One of the biggest mistakes that Jonathan Hochman, president at Hochman Consultants, Hartford, Conn., believes companies make is when they don't advertise on their own branded terms. "Many figure, why bother, because we come up first in our own terms anyway," he said. "The reason is simple. When you have both natural and paid results come up in the search ranking, research has shown you can get four times the traffic because it reinforces the brand."

Hochman, which specializes in SEO, SEM, PPC, social media and Web development, said consumers who see both natural and paid results in rankings think the brand has a better reputation. They are more likely to click on one of the two links rather than be distracted by one of the other nine listings that might clutter the page.

Scott said twentysix Search will work to ensure that Gossard remains visible when searching on branded keywords, so consumers continually find the brand. Keeping the message consistent will remain part of the strategy, as well as making the journey through the Web site helpful and easy. Accomplishing these tasks, he said, should keep the Gossard brand at the top of search engine rankings.

The Web site also will support banner ads and an online community with email newsletter, event calendar and interactive features. Results from a survey found under the "Please Yourself" tab will post early next year, too. The survey, which runs through December, asks women to reveal their "habits in the bedroom," what turns them on. The questions ask information about sexual fantasies, sexy outfits and asking how women like to please themselves, according to the Gossard Web site--which promises to keep answers confidential.

Scott said Gossard will wait to see how the site performs and consumers react before expanding on the PPC campaign into broad terms.