One of the most common remarks we hear from clients is “I’m on the 1st page of Google – I don’t need to bid on my own brand. Right?”
I mean sure, you don’t have to – and from the outset it might seem to make logical sense. People have searched for your Brand. They’re going to click through.
Why would you pay for a click when you have someone looking for you in the first place? Some say it’s just a vanity metric, and has no impact on your results.
Google and Bing – only 2 of the highest placed purveyors on the subject – have previously weighed in on this matter in separate reports where they detail that:
- By bidding on your brand terms, you can increase your clicks by 89%, and;
- If you aren’t bidding on your brand terms, you could be losing up to 50% of your click yield.
There’s a few solid reasons as to why these stats matter, and why you should be bidding on your brand terms. In fact – there’s 7 and a half.
1. Hit The Gas – Speed Up The Purchase
As we mentioned earlier, Google conducted a study on what would happen if your Branded Search Ads were paused – and they resoundingly found that “over 89% of the ads clicks are incremental, in the sense that the visits to the advertiser’s site would not have occurred without the [Brand] Ad Campaigns.
You can read all about it here.
Users that search for your brand, are low in your customer sales funnel.
They’re already aware of your brand, they’re likely to be educated on it, and they are now either at consideration, or even better, at the action phase of their purchasing decision.
Make this decision easy for them.
In fact, you can make this purchase cycle even faster by generating instant customers with a “Click to Call” phone extension.
2. Send Users To A Specific Landing Page
So now that you know that these prospects are low in the funnel, you can assume that they’re weighing your product or service up against your competitors.
What’s going to tip them over the line?
How about advertising that Exclusive Offer or your seasonal promotion?
Again, it’s all about speeding up the purchase journey.
Send prospective customers straight to a specific Landing Page, it’s a great opportunity to highlight any offers you have.
3. Control Your Messaging
In all likelihood, your SERP (Search Engine Results Page) results are the result of your Meta tagging and detail coded in the back end of your website.
This means that when someone searches for your Brand, Google is going to pull that data (which you’ve updated for SEO) and present that to them.
That’s good and well, but it may not be the right message you want to provide the market at that specific moment in time.
With Paid Ads, you control the messaging, and you can communicate exactly what you want to say, without it affecting your SEO.
There’s also that added benefit that – in the rather unfortunate case of that bad PR disaster that happened – you can hide any negative perceptions or news on the brand is hidden below the fold, so it’s only that dastardly scrollers that see it.
4. Extending The House
Probably one of the biggest advantages of Branded Search terms, are Ad Extensions.
You know right – those little highlighted links under your Ad.
- A great way to direct people to a certain part of your site (see Point 2)
- Completely customisable by you (don’t leave it up to Google’s Organic results – See Point 3)
- Awesome for calling Brand Promotions or USP’s out like “Free Delivery” or “Open 24/7”
- Super easy for people to call from (especially now with the high Mobile usage amongst consumers)
- Able to provide reassurance by highlighting customer testimonials and reviews.
5. Location, Location, Location
If you live in Sydney, you know that every 3rd conversation generally comes around to real estate.
Where are you looking? How big a place do you need? When will the market ever come crashing down?
Well, by bidding on your Branded Search terms, you get more real estate on your SERP page.
Your page generally has a lot of information, it could have your business’ location, a Shopping feed, site links, reviews, the list goes on.
At the top of all of these – are Paid Ads.
Think of it as just putting on an extension to the house. you’ve now gone double storey.
6. Defence Is The Best Offence
If you’re in a competitive market, chances are that your competitors are bidding on your Brand.
If they’re smart, or have read this Blog Post, they’ve likely got a special deal going on to entice would be customers of yours to go and visit their site for a better deal.
One of the ways to combat this behaviour, is to get on the front foot, and dominate your Branded Search results.
7. Boost Your Average
As we all know, Google rewards you as an advertiser for having a good Quality Score.
Well, Branded Search terms will generally have the highest Quality Score of all your campaigns.
This is because people are down the funnel, the Ads have a high CTR, your Ad Relevance should be on point, and your Landing page experience will generally meet expectations.
By having a high QS for your Brand terms, your Account QS will improve, therefore your other campaigns can benefit and come down in cost simply by being associated with a quality campaign.
What’s the ½?
So, this should never be a reason to do anything, but there can be no denying that your branded terms are a super cheap and cost effective driver of traffic.
Of all your AdWords campaigns, the Brand Campaign with it’s high CTR and high Quality Score will be one of the cheapest Campaigns you run.
It’s also going to be one of the highest converting campaigns you run. That’s just a measure of where it is in the funnel.
So there you have it, 7½ comprehensive reasons that you should be bidding on your Brand terms.
If you currently aren’t bidding on your Brand Terms, I can understand the hesitation in suddenly putting budget where you think the return won’t be generated, but – at least test it – see what effect it has on overall traffic to site, and weigh up the pro’s and con’s for yourself.
Do you currently bid on Brand Terms? How have you found it?