Reasons to Bid on Branded Keywords in PPC
As digital landscapes evolve, brand visibility becomes paramount in the competitive marketplace. At Querybridge, we frequently face the challenge of quantifying brand lift; we recognize the power inherent in purchasing branded terms through Google Ads. It's a strategy that, while sometimes debated, can offer a multitude of benefits, from defending market share to boosting campaign performance. Our analyses consistently reveal insightful data supporting the strategic reasons why brands should consider bidding on their terms as a pivotal part of their PPC arsenal. Delving into this tactic, we've uncovered how effectively managing branded keywords can enhance your brand presence and drive measurable results.
When it comes to Pay-Per-Click (PPC) advertising, one often-debated topic is the value of bidding on branded terms—keywords that include the name of your own brand. While some businesses believe that their brand's existing equity is enough to draw in interested searchers, several compelling reasons suggest that purchasing your own brand terms can be a beneficial strategy. Below, we explore this approach's key advantages based on industry experts' insights.
Increased Control Over Brand Messaging
When you bid on your branded terms, you gain more control over the messaging on the search engine results page (SERP). Even though organic search results may display information about your company, paid search ads allow you to highlight specific messages, promotions, and calls to action that can guide potential customers more effectively 1.
Cost Effectiveness
Bidding on branded keywords tends to be more cost-effective than bidding on non-branded terms. These keywords typically have higher click-through rates (CTR) and quality scores due to their relevance to searchers already familiar with your brand. As a result, you can enjoy lower costs per click (CPC) and a better return on investment (ROI) 2.
Defense Against Competitors
If you aren't bidding on your brand terms, competitors might. This could lead to competitors' ads appearing above your organic results, potentially diverting traffic that should have gone to your site. By claiming your branded space in paid search, you can defend against this competitive threat and protect your brand's online presence 2.
Incrementality and Visibility
Studies show a significant incremental lift in traffic when combining branded paid search with organic results—often ranging between 20-50%. Bidding on your brand terms helps ensure that your brand dominates the SERP, capturing paid and organic spots for maximum visibility and traffic 3.
Strategic Insights
Participating in PPC campaigns with branded keywords also offers strategic insights. It allows you to gather data on the performance of your ads—including which messages resonate with your audience—and apply these insights to refine your overall marketing strategy 4.
While your brand equity is fundamental, supplementing it with an intelligent bidding strategy on branded terms can significantly enhance your online presence. By doing so, you safeguard your brand from competitive encroachment, capitalize on cost efficiencies, and boost your traffic through incremental gains.
Thus, purchasing your brand terms is not just about defending your turf; it's about taking full advantage of the digital landscape to connect with your audience and drive results.
Marketing Analytics Provider
As you venture forward in the complex world of marketing analytics, remember that you don't have to navigate these waters alone. At Querybridge, our expertise is at your disposal, offering you a compass to steer by in the pursuit of data-driven success. Whether enhancing your understanding of marketing analytics or crafting a strategy that resonates with your unique audience, our team is eager to help you transform insights into action. Don't let uncertainty be the barrier to your brand's potential. Reach out to us, and together, we'll illuminate the path to achieving your marketing objectives with clarity and precision. Your journey toward analytics excellence begins with a simple conversation—let's start that dialog today.