10 Good Reasons For Bidding On Your Own Brand Terms

If you have been running Adwords or Bing ads for SMBs for a while, I bet at least one of your clients has asked, “Why should we be spending money on ads bidding on our own brand terms when our site already comes up first in the organic search results?” If you had a hard time answering that question, then keep reading. I’m going to give you 10 good arguments for bidding on your own brand terms.
The reason I mentioned SMBs is because large companies are usually aware of the benefits and the necessity of bidding on their own brand terms, but small and mid-size companies might not have been in the game long enough or may not have had a PPC specialist capable of explaining how essential this is.

  1. Do You Want to Let Your Competitors Pass You By?

With the vast number of competitive intelligence tools – such as iSpionage and SEMRush – on the market your competitors have most likely done their homework and found your company name as a relevant keyword to target. Do you really want to hand top place for YOUR brand terms over to your competitors?

It’s easy to imagine people searching for Corona beer and being presented with ads for Heineken.

  1. Brand Terms Will Boost Your Account Quality Score

Brand terms tend to have an extremely high CTR – sometimes higher than 50%. We all know high CTRs result in a high quality score, so why not take advantage of this and increase the account quality score? The higher the quality score, the better opening position you will have when introducing new keywords. In addition, you will also receive lower CPC rates. Brand terms are usually cheap, so they are a good investment for the account.

  1. Benefit from Ad Extensions

Leverage the many ad extensions offered by Google in order to enhance your ad and increase your company’s visibility. You can include extensions such as sitelinks, review,  call or callout which will make your presence in the SERP much more noticeable. That’s not something you do organically.

  1. Control Your Offer and Message

On the organic search results you have no control over the copy, the landing page, and the offer you want to display to the user. When you advertise for your brand terms you can control both the offer and the message that you want to communicate to the user. You are also able to run A/B testing and find out which offer works best.

  1. Performance

Well, we all know that in 99.99% of accounts brand campaigns will out-perform all other campaigns. If bidding on your brand terms brings you more conversions at a low cost that keeps you within your targets, then why shouldn’t you bid on them and enjoy this increase in conversions?

  1. Allow More Chances to Convert

OK, so let’s say you are at the top of the organic search results. You can still have an extra presence on the search result page, allowing more options for users to click and potentially to convert.

  1. Brand Terms Are Gold

Brand terms have high CTR & quality score but they don’t cost much. Exploit that in your favor and add as many variations as possible.

  1. Low or No Organic Search Position

If you are not ranked top in the organic search result or, in the worse case, if you have been penalized by Google and do not show up at all, then you MUST bid on brand terms.

  1. Advertising on Other Channels

If you run ads on other channels, such as social networks, display, TV, radio, etc., then you’ll start seeing an increase in brand term searches. If you don’t advertise for your brand terms, your competitors might steal your potential customers from the traffic you already paid for.

  1. Always Rule Top Position

Not everyone recognizes the difference between an ad and the organic search results, so many potential customers simply click the top result. Bidding on brand terms that have high CTR and quality score ensures that you will be in the top position and get all those clicks.

I hope that by now you are convinced that there are many good reasons for bidding on your brand terms, even if you are an SMB ranking high organically. If you are still skeptical, why not give it a try and see what results you get? You might be very pleasantly surprised.



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