![\"Marketing](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/09\/should-i-bid-on-branded-terms-800.jpg\")
\nIn a search advertising campaign, branded keywords are those you bid on that directly relate to your company\u2019s name and\/or brands.<\/p>\n
\nIn a search advertising campaign, branded keywords are those you bid on that directly relate to your company\u2019s name and\/or brands.<\/p>\n
Whenever you talk about bidding on branded terms, an obvious question tends to come up: Why pay for clicks when our company website already shows up as No. 1 in the organic search results for our name?<\/em><\/p>\n OK, OK, so if you are the only<\/em> ad and you are also No. 1 in the organic search results, it can be a huge waste of money to buy branded pay-per-click advertising. (I\u2019ll touch on that dilemma at the end of this article.) But for all other scenarios, it\u2019s worth checking out.<\/p>\n Here are three reasons you want to bid on your branded search terms in PPC:<\/p>\n FAQ: How can I effectively enhance my brand’s online presence using branded keywords in PPC?<\/strong><\/a><\/p>\n We\u2019ll cover those first, and then I\u2019ll touch on how to control wasted ad spend related to bidding on your branded keywords.<\/p>\n One of the first arguments for bidding on your branded terms is because your competition can. Yes, your competitors can and will bid on your company name and your branded keywords so that their <\/em>ads show up when someone searches for your business, product, etc.<\/p>\n And then, they can steal your traffic and business. People might click on your competitors\u2019 ads for many reasons.<\/p>\n Maybe they are multitasking and just select the first result without looking closely. Maybe they don\u2019t know it\u2019s an ad and think it\u2019s an organic listing instead. Or maybe the competitor\u2019s ad points out your shortcomings, persuading a thoughtful searcher to visit their website instead.<\/p>\n Whatever the issue, you want to be sure your company is showing up for a search on your brand. Case in point: A search for the branded term \u201cquickbooks\u201d is stuffed with competitors\u2019 ads.<\/p>\n By the way, you can find out who is bidding on your branded terms in Google Ads. Once you have a branded campaign, navigate to your Google Ads account > Auction Insights. When you know who is bidding on your terms, you can plan a counterattack.<\/p>\n If you feel the competition is infringing on any trademarks, you can file a complaint with Google Ads here<\/a>. And if they are violating Google Ads policies<\/a>, then you can also report the ad<\/a>. Or, you can simply reach out to the competitor and have a conversation.<\/p>\n The organic \u201cblue links\u201d represent only one area of the search results page that you want to own for your branded terms. The more you can show up in the search results, the better! Ranking with SEO and running a PPC campaign simultaneously can reinforce brand awareness and increase conversions.<\/p>\n For example, the search below returns both organic and paid results owned by the brand:<\/p>\n For more on this concept, check out our article on how to have a whole-SERP SEO strategy<\/a>.<\/p>\n When someone searches for your brand name, and your website shows up in the organic search results, the displayed snippet is usually pulled from your homepage\u2019s meta data. While you do have control of what you put in your meta data, you don\u2019t always have control<\/a> of how Google will display it.<\/p>\n Not only does an advertisement give you a lot more control over the messaging, but it also gives you a chance to play with more compelling ad copy than you might want in your homepage\u2019s meta tags.<\/p>\n Here\u2019s an example of how an ad can really make up for the lackluster organic listing of a popular shoe company:<\/p>\n For more on how meta tags actually work, check out our beginner\u2019s article on meta tags<\/a>.<\/p>\n Alright, so we\u2019ve covered the reasons why bidding on your branded terms is a good idea. But when is it a bad idea?<\/p>\n If you have the only <\/em>ad showing on the search results page AND you are the No. 1 organic result \u2014 that\u2019s when you shouldn\u2019t pay for PPC.<\/p>\n That scenario can result in thousands or millions of wasted ad spend dollars per year, depending on the size of your traffic. (Side note: It looks like the Whole Foods example above currently falls into this category.)<\/p>\n So, what to do? Try doing a quick search with your brand name here<\/a>.<\/p>\n If you see that you have the only ad followed by the top organic result, then you need some way of mitigating the cost of people clicking on your ad and wasting a lot of your money. Since ads change all the time, this could require some diligent monitoring.<\/p>\n There are tools out there that can help with this; in fact, we deploy one of them as an extension of our PPC services.<\/p>\n The tool we use figures out if you have the only PPC ad and if you are also the first organic result. It then tells Google Ads not to show the ad on the results page for that query. That way, the user never sees it, and you don\u2019t waste ad spend.<\/p>\n This is the kind of thing you need to do to manage wasted ad spend related to bidding on your branded keywords.<\/p>\n At the end of the day, you want to have more control over how your brand shows up on the search results page. Bidding on branded keywords in your search advertising campaign is a no-brainer \u2014 so long as it doesn\u2019t end up wasting money.<\/p>\n At Bruce Clay Inc., we offer expert PPC<\/a> services that focus on reducing waste and maximizing return for your advertising budget. Contact us today<\/a> for a free quote.<\/em><\/strong><\/p>\n Branded keywords can help your brand increase visibility online and its impact. Here’s how you can do it efficiently.<\/p>\n Regarding brand recognition, PPC campaigns serve as a dynamic tool. You secure prime real estate in search engine results by bidding on branded keywords. This ensures that your brand appears at the forefront when potential customers search for your offerings. It’s not just about dominating the space; it’s about strategic positioning.<\/p>\n One of the most crucial aspects of utilizing branded keywords in PPC is countering competition. Your competitors will likely bid on your brand terms to redirect traffic to their sites. By doing the same, you safeguard your brand from being overshadowed. It’s a proactive measure that safeguards your hard-earned reputation and directs users to your official channels.<\/p>\n Striking a balance between organic and paid search results is essential. The synergy between these two avenues reinforces brand recall and fosters trust. When users encounter your brand multiple times across different sections of the search results, it reinforces your authority and increases the likelihood of them engaging with your offerings.<\/p>\n Messaging control is another compelling reason to invest in branded keywords. Organic search results often pull snippets from your website’s metadata, limiting your control over messaging. With PPC ads, you can craft persuasive ad copies highlighting your brand’s strengths and unique selling points. This allows you to guide the narrative and influence users’ perceptions positively.<\/p>\n Incorporating branded keywords into your PPC strategy demands vigilance. Regularly monitor your campaigns and adapt to changes in competition and market trends. Implement data-driven optimizations to fine-tune your approach. By aligning your PPC efforts with your broader branding goals, you create a holistic online presence that resonates with your target audience.<\/p>\n Step-by-Step Procedure: Enhancing Brand Presence with Branded Keywords in PPC<\/strong><\/p>\n Why pay for clicks when you already show up as No. 1 in the organic search results for your brand name? Here are three reasons why.<\/p>\n","protected":false},"author":35,"featured_media":106847,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[11],"tags":[1649,1650,1356,1357,1651],"acf":[],"yoast_head":"\n
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<\/a>1. Show Up So Your Competitors Don\u2019t<\/h2>\n
![\"Ads](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/09\/quickbooks-query-800.jpg\")
![\"Auction](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/09\/auction-insights-800.png\")
<\/p>\n<\/a>2. Get More Visibility in the Search Results<\/h2>\n
![\"Search](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/09\/Whole-Foods-SERP-800.jpg\")
<\/a>3. Control the Messaging<\/h2>\n
![\"Varying](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/09\/rothys-SERP-800.jpg\")
Don\u2019t Waste Money by Bidding on Branded Keywords<\/h2>\n
<\/a>FAQ: How can I effectively enhance my brand’s online presence using branded keywords in PPC?<\/h3>\n
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