Have you ever wondered (or possibly experienced), what it would be like to have your brand name lost to your competition and never return? Maybe it was even lost to some cheap copy of your brand, just because you were not able to capture the attention of the searcher by not securing the top position within the search engine results page (SERP)? Advertisers are constantly looking for creative ways to attract and bring searchers to their websites to gain new customers and increase overall sales. So you need to ask yourself: are you doing enough to protect your brand in relation to Pay Per Click Advertising?
Why Protect Your Brand Name
A popular discussion usually arises when discussing PPC advertising strategies for brand names. Should companies bid on their own brand name? Some critics believe focusing on the brand name for PPC advertisement is a waste of advertising budget. But I ask you this, if you feel that relying on your organic results are enough to protect your name, are two ads better than one, or possibly none? What if your brand is not listed organically in the top position or even on the first page ?
Failing to bid on your branded name will leave the ad space wide open for your competition. Many crafty advertisers will create a competitor Ad Group, and will include keywords of every name of their direct competition in all match types to ensure their ads are displayed when someone searches those branded keywords. Failing to bid on your own brand name keyword phrases may allow competitors to place ads in a higher position than your organic or natural results.
Cover All Your Bases
If you have a strong organic presence for your own name and you add a PPC campaign as well, you should dominate the entire page. This will leave little room for your competitors to gain any real estate and exposure. Research has shown that searchers expect respectable organizations to come up in the top results of Google, Bing, or Yahoo SERPs.
If your company or website is new and your brand name does not have a strong organic presence yet – a well crafted PPC campaign can get your company’s brand name placed in the #1 position tomorrow.
From a bidding perspective, branded keywords within a PPC campaign are usually the least costly of all keywords. They will also increase your quality score by a higher click through rate (CTR), ad relevance, and better landing page experience. A well-designed PPC campaign provides your brand the right exposure and helps contribute to your SERP ranking, with paid and organic results. Moreover, it ensures your customers are not lost to copycat brands.
The Bottom Line is Sales
The easiest sales should be the ones you make when someone is actually searching for your brand name or company. To ensure they find you online, it’s important to make sure you are making it as easy as you possibly can for them to find you; that includes not allowing your competition to steal your customers.
While there are many factors to consider when developing these campaigns, there’s something more to consider if your company provides a service or a product. What is the total dollar value you place on that customer as a life-long client? Once that customer commits to purchasing from you, they will likely look for your brand name to find your company online again. If your brand name is not easily found, they might end up clicking on one of your competitor’s ads, therefore losing the lifetime value of that customer.
The bottom line is that bidding on your branded name keywords is your best defense against brand name advertising customer theft. So while advertising on your brand name might be an addition to your budget, it certainly is not a waste.