Why You Should Bid On Your Own Brand Terms With PPC Advertising
Why You Should Bid On Your Own Brand Terms With PPC Advertising. In this article we will read why you should bid on your own terms.
Have you ever seen someone run PPC on their own brand term, and chuckle to yourself as you click their ad and cost them a few pennies?
Now you may think What a waste of money!
Don’t they know they appear organically for that search term anyway?
Well, let us tell you that bidding on your own brand terms is actually quite a clever technique and shouldn’t cost you that much at all.
Today in this article we will read the benefits of bidding on your own brand terms when it comes to your PPC campaigns.
I’m going to break down the reasons you should be bidding on brand terms into four sections, hopefully proving to you that it’s a winning idea.
1. Controlling The Real Estate
Having both organic and paid listings appear in search engine results pages gives you more control over the prime bit of real estate.
More presence means more opportunity to convince a user to click-through to your website.
It also shows the searcher that you’re a prominent player in your industry.
2. Getting ahead of the competition
So, If you’re up against some big players, there’s a good chance, they’re already bidding on your brand terms!
And they’re more than likely in that space.
I know right? How dare they!
It’s safe to say that you don’t want your competition showing up in pride of place at the top of the listings.
when someone searches for YOUR company, brand or product.
If this happens, there’s a risk you’re losing traffic to your competitors.
So brand bidding can be a strategic way to keep control of that real estate With clever campaigns and bidding techniques.
You can regain the top spot and keep their ads at bay.
It also means you can send searchers specific messaging, enticing them in different ways to specific pages.
3.Catching the ‘ready to convert’ users
Think about the purchasing journey that people have been on when it comes to finding your product or service.
By the time they’ve got to Google and typed in a brand name, you can be pretty sure they’re close to taking the final step to convert.
Whether that’s a direct sale, contact form or sign up.
Or perhaps they’ve heard about you from a recommendation,
done their research.
Or even bought from you before…
Whatever the reason, they’re further along the conversion cycle than people using generic search terms.
You can use your PPC ads, targeted to brand terms on your brand name to send them to your highest converting landing pages helping their journey across that finish line.
4 Keep your budget happy
The holy grail of PPC is finding those high ROI keywords that are ideally cheap.
But generate you search volume and conversions.
Although that being said, of course, long tail keyword strategy.
So low volume keywords in high numbers are also valuable.
Anyway, it turns out that those low cost, high volume keywords have been hiding in plain sight all this time.
Your brand terms can help you garner some of the highest click-through rates, paired with a great quality score.
That has a significant impact on your count as a whole From your company name to abbreviations, to even specific products.
Due to the high quality score, you’ll find these search terms only make little in your overall PPC budget but can generate some GIANT results.
So you’ve probably noticed that the common thread in all of these points is control and defence.
Bidding on your own brand terms gives you more control and flexibility around what appears on the search engine results pages.
When people are searching for your brand term This means that if you want to maximise your ROI by having complete control.
And also protecting yourself from the competition trying to bid on your prime real estate.
Get bidding on your brand terms,
It’s the way forward So I have one more bonus point.
5. And thats thinking about your remarking strategy
Targeting your brand terms means you can very easily create an audience that already knows your brand.
You can then target them with similar audiences.
You can target them with new offers and products.
Think about how you might want to use that audience that already knows of your brand.
And is actively looking for you online.
So, that was a whistle-stop tour of why it can be a great idea to bid on your own brand terms through your PPC campaigns.
We hope we’ve inspired you to give it a go.
And if you have any doubt or problem with your PPC campaign you can contact us by clicking this link.