Digital Reach
By Digital Reach | SEM | February 17, 2016

Bidding On Branded Keywords

I’m always looking for ways to promote my clients, get their name ahead of the competition, or have the public consider my client over the competition.  But how can we make this happen?  What’s the secret? Bid on Branded keywords.

What’s in a Name?

Most customers don’t understand why they should bid on their name – it will show up organically anyway, so why do it?  They think it’s just a waste of money. Google conducted a study to show that this is not the case, however: 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused.

Here are some reasons why you should start bidding on branded names:

Bidding on branded queries helps you dominate your search engine results page 

In the same way that having multiple links will increase the CTR, giving the searcher more opportunities to click also works to your advantage for branded keywords. By appearing in both organic and paid positions, you are showing prominence. So, while they may not have considered you the first time, seeing your name again subliminally tells them that you are a leader in your field.

You can control your messaging   

While organic listings are free, paid ads give you greater opportunity to design the message you want to send, and to review statistics that show what works, allowing you to redesign future ads and extensions to exploit this. Also remember, organic results might not send them to the page you know will be most likely to convert, so you can get left with a user clicking around on your website until they get bored and leave.

Beat the competition    

If your competitors are smart, they’re already bidding on your name in an effort to steal your traffic. So, if someone does a search for your company, they’ll find your organic listing surrounded by or even preceded by your competitors. This actually causes traffic that would’ve gone to your site to be diverted right over to the welcoming landing pages of your competitor. All’s fair in love, war, and AdWords, and you want the advertising field to be level, by not only bidding on your name, but theirs as well.

Branded terms are cheap 

I’m always looking for those cheap clicks. By bidding on your name I can pretty much guarantee 100% of the Impression Share. Don’t just stick with your company name though, bid on your specific products that you sell or even your URL. Not only are these words cheap, but they should also get you some of your highest click-through rates and Quality Scores.

Capture high-quality leads that are near the point of conversion 

People who are searching for your branded terms already are familiar with your company. Maybe they heard about you from a friend, looked you up in the past or are returning customers. They know you have what they want and, chances are, they are further along in the buying cycle than the average person who are searching more generic terms

Disgruntled customers   

These people can be your best friends and your cheapest clicks. When trying to snipe traffic by using your competitors name as your keyword, you’ll often be hit with very low quality scores, but how about their unhappy customers? By bidding on the keyword “cancel {Keyword: Competitor Name} your quality score shoots way up and gives the searcher another option for what they’re looking for.

Here’s a video by Nick Rennard in which he explains his theories on brand name bidding.  You’ll find Nick’s vlogs informative, insightful and entertaining. Subscribing to his vlogs on Youtube will make sure you’re always up to date on the latest and greatest in the PPC world.

In closing; use all of the weapons available to you in advertising. If you’re not comfortable doing it yourself, hiring an SEM company (plug: ideally one that was voted one of the top 10 PPC/SEO Agencies by 10BestSeo) is a step in the right direction. 

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