Reasons for Bidding on Your Own Branded Keywords in PPC
PPC and SEO methods may seem like an unnecessary overlap at first, but bidding on your own branded phrases may accomplish critical digital marketing objectives that organic results cannot do.
A well-executed brand bidding and SEO strategy may give a significant return on investment, even though some marketers and corporate executives are concerned about the cost overlap between the two. Each branded search may have a greater click-through rate and more website traffic, an example of return on investment (ROI).
Increasing audience involvement on landing pages and extensions may also boost conversion rates. PPC advertising targeting low-competition, high-value branded terms may also be employed. This bidding approach has the following five common applications.
1. It May Be a Cost-Effective Option for Small Businesses
If you're a small business, you'll have less competition. Bidding on such circumstances could still be profitable even if some of your competitors don't take your brand seriously enough to run PPC advertisements.
A significant ROI is possible if you dominate the search referral traffic market. Your advertising and marketing teams should meet to discuss how you can optimize the value of a PPC brand bidding strategy if any of these use cases apply to your business.
2. Directing Visitors to a Specified Landing Page Is an Option
Landing pages are notoriously difficult to rank well in search engine results pages (SERPs) for various reasons. Pay-per-click advertising lets your landing page appear at the top of search engine results pages for as many people as feasible might be the objective of a new marketing effort.
3. Changing Your Marketing Message on the Fly Is Possible
To make this move right away, using PPC brand bidding might be of assistance. If your organic search results are still available, you may use PPC ads to promote a recently announced bargain or a new brand initiative. To keep your brand's capacity to communicate new ideas, don't keep adding new pages and material to the top of search results.
4. Bidding Will Increase Brand Awareness While Avoiding Direct Competition
You may not be interested in using PPC brand bidding for your primary goal. Still, research suggests securing control of the PPC and organic search space associated with your brand terms may be helpful. Sixty per cent of clicks from search results go to brands that don't use PPC advertising to target their branded keywords.
Generally, it's worth about $9,000 to use PPC to increase brand awareness while avoiding direct competition. Businesses generate over ninety-one per cent of all referral traffic with their organic search results and pay-per-click advertising that targets the keywords associated with their brand.
5. Ad Extensions Might Help You Get More Exposure
Adding a phone number or other links from your company's website is possible using these extensions. The Google website's help section advises making the most of extensions to improve your search experience.
How to Place a PPC Ad Bid Based on Your Brand's Terms
Setting up a brand bidding campaign is a breeze if you currently conduct PPC ads for your company. It's a good idea to research branded terms before commencing a PPC brand bidding campaign. You'll want to choose keywords with a nice mix of high volume and low competition if you're going to rank well.
It may seem like a waste to bid on your trademarked terms, yet brand marketers widely accept the practice. Customers are more willing to buy a product if they look for it online. For this reason alone, it makes sense to grab as many searches for real estate as possible for your brand.
Conclusion
There are many grounds on why you might want to consider bidding on your own branded keywords in a pay-per-click (PPC) campaign. First, doing so can help you to control your brand's search engine results page (SERP) real estate. Second, it can allow you to test out different keyword match types and ad copy to see what works best for your business. Finally, bidding on your branded keywords can help drive traffic to your website and improve your overall ROI.
Brand Elevation will teach you how to rebrand your company. We are a results-driven branding agency based in Dublin, specializing in brand planning, activation, and promotional material. Do you need assistance with your SEO? We have in-house professionals with long-term expertise rating websites. Contact us now for a free consultation.