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“Why should we pay to bid on our own brand terms when we rank at the top of our page organically anyway?” – This is a question I often get asked.
I’m a fan of running brand campaigns and I’ve seen the benefits you get from running them, which I’ll dive into in more detail below.
First off though, let’s quickly go through what it means to bid on brand terms. Very simply put, this is a campaign run on Google Ads that targets searches for keywords related to your brand. For example, if you were Nike, you’d target keywords like ‘nike, ‘nike shoes, ‘nike shirts’ etc.
1) Increased real estate on the results page of Google.
Having a paid ad as well as an organic listing means you take up more space on the search engine results page of Google (SERP). This gives the searcher more options to click on which in turn leads to higher click-through rates (CTR). In addition to this, taking up more real estate on the SERP helps build trust with the searcher.
As you can see in the screenshot below, Nespresso takes up the entire page above the fold because they have a paid ad and an organic listing (and Google Shopping Ads!) showing for a brand search on Google.
2) Competitors can bid on your brand so it’s a way of protecting yourself.
There is nothing to stop competitors bidding on your brand terms and showing their ads when someone is searching for you. This brings with it the risk of losing potential customers to your competitors.
Running your own brand campaign is an easy way to make sure you still have a prominent presence on the SERP, even if your competitors are bidding on your brand.
3) You have better control of the messaging
Your organic listing is determined by the metadata on your website, this can require a lot of effort and developer time to change – depending on how your website is set up.
A far easier and simpler way to control the massaging people see when searching for your brand on Google is by running paid ads. You can even tailor your messaging to different audience segments, we wrote about that here.
4) Brand keywords are cheap. (When they’re your own)
Brand keywords should be super cheap because they are the most relevant terms for your brand and website. The ROI on brand terms is typically significantly higher than non-brand terms.
5) It gives you a way to measure the strength of your Brand
Measuring the strength of your brand over time can be a tricky task, there are tools and service out there that could do this for you, but this can often come at a significant cost.
Bidding on brand terms, on the other hand, are cheap and will give you data around impressions and clicks that you can use to measure the strength and growth of your brand awareness over time. (Or during specific periods, like when you’ve run above-the-line campaigns, for example)
On top of this, you will also get to see the search terms that trigger your brand ads to show, giving you further insight into how people are searching for your brand. This means you can see things like what terms people are using alongside your brand or if they are misspelling your brand.
Conclusion: Bidding on Brand terms and running ads alongside Organic listings can be powerful!
You may still argue that it’s not worth paying for people to click on your brand ads when you could be getting that traffic for free, for me, the pros far outweigh the cons when it comes to running a brand campaign vs not.