5 Reasons to Bid on Your Brand Keywords
Your company’s brand terms will rank organically with little trouble, even with a basic SEO efforts. So many businesses question whether it’s worth on bidding for your own brand’s terms.
Here are five top reasons why you should bid on your own brand keywords, and why this a no-brainer decision.
Reason #1 – It’s Cheap
Brand keywords are probably going to be your cheapest cost per click keywords possible.
When you first launch the ads they may cost a bit more, but over time, as the quality score improves, you should see the CPC decrease. Competing businesses or even partners can also bid on your brand’s terms, so having your ads run will ensure you top position at the lowest costs.
Reason #2 – Steal Real Estate in the SERPs
Stealing real estate is arguably the important reason why you should bid on your brand’s KWs.
Just look at this example from Nike. It literally dominates the entire screen, and it’s all sponsored.
Yes, from SEO the search results page will display your website organically, but why not be greedy and take up more search results? Much like the strategy in winning at the Monopoly game, the more properties you own in a solid block, the harder it is for people to skip by the search results you have control of. Also, if your business does have some negative entries, this will help to push them down the page.
Reason #3 – Easy Way to Test Your Brand’s Messaging
Using Ad Rotation testing of your brands, you may develop further insights of how your brand message is being conveyed.
A click on the ad can indicate a “like” of your ad’s message and offers an opportunity to further develop your brand message. Also, changes in your impression count can provide an indication of marketing impact from “offline” marketing activities such as radio, television, or press releases.
Reason #4 – You Can Target Related Keywords From Long-Tail Searches
Even brand-related keywords can have long tail searches associated with established businesses. Searches will use a range of related keywords or long tail topics to find more precise information on your business.
Terms such as “acme coupons,” jobs, reviews, complaints, or product names are very common.
These long tail keywords could actually give you little additional insight into how people view your business. If certain terms are trending upward, such as complaints, it might be time to invest in changes in your customer service.
Reason #5 – Don’t Let Your Competitors Outrank You
If you don’t bid on your brand keywords, your competitors can potentially rank ahead of you in the search results for your own brand. And that’s never a good sign.
Of course there are some cons when it comes to bidding on your own brand. The additional costs to your PPC budget can be an unnecessary expense when a marketing budget is being reduced.
The argument often provided is, “If we get it free, then why pay for it?” which can be valid if you haven’t taken advantage of these good reasons first.
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