Why Bidding on Branded Keywords is Advised

When we think about bidding on branded keywords, the first thing that generally comes to mind is –

“Why would I waste my budget on my brand keywords when we already have our organic listings to support our brand related searches?”

However, when we don’t bid on branded keywords we miss out on a big opportunity to grow our business.

Below are some benefits of implementing brand name ad campaigns.

1. Dominating your brand keywords

Yes, you read it right. By bidding on branded keywords you can dominate your brand SERP (Search Engine Result Pages). By displaying your ads on your brand keywords, you can track more listings for your brand, thus increasing the probability of a user to click and land on your website or landing page.

Bid on your brand keywords before your competitor does! You cannot risk your competitor’s ads ranking above your search listings on Google.

Here are some examples of how companies achieve brand SERP domination by bidding on their brand keywords:

2. Increase in Brand Value at a Cost-effective Price

When you bid on your brand keywords, you are actually promoting your brand along with generating leads for your business. Bidding on branded keywords helps you dominate your brand related search listings, thus highlighting your brand value.

Bidding on your brand keywords is cheap! Brand keywords might or might not have a high search volume, but they have a low competition and therefore are pretty affordable. Bidding on them doesn’t cost you much but can help you gain high in terms of conversion. With this, the ads targeting branded keywords generally have high ad relevancy, thus increasing the total Ad quality score. As a reward for the high-quality score, Google lowers the CPC (Cost Per Click) on your brand-related ads.

3. Exclusive Landing Page

Google AdWords search ads allow for a whole lot of customisation. This means you can determine your targeting, the content you wish to display and the link you wish to direct your target audience to.

You can best utilise your search ads by directing your target audience to an exclusive landing page that is optimised for high conversion. This landing page can include exclusive offers for the visitors who know your brand, and this will increase the conversion rate as well as customer loyalty.

For example: If you have a shoe brand named “Aristocrat” you can create an exclusive brand campaign that is only triggered when a user searches for your brand. So, if a user clicks on your ad you can direct him to an exclusive landing page (different from your search engine listing landing page) where they can access exclusive offers on your shoe range. This will increase brand loyalty as well as popularity (through word of mouth marketing).

4. SEM will eventually influence SEO in the long run

You will eventually witness an increase in your organic traffic and search engine rankings! As the number of brand-related searches increase, it will increase the CTR (Click Through Rate) of your listings (including your organic listings). Therefore, bidding on branded keywords is a way to increase your organic traffic.

5. Gain loyal followers, get users at near point of conversion

The users who see your brand targeted ads are the ones who are already aware about your brand and have searched for it, which means they are certainly interested in your brand. These types of users are at the edge of conversion and so are genuine leads. You can turn these users into loyal customers by rolling out exclusive offers for them.

The points listed above detail how beneficial bidding on your brand name can be for your business. However, you should know how to divide your budget between your brand campaigns and other ad campaigns. To start your own brand name ad campaign, contact us today!