It's a challenge for a company to achieve performance and achieve the goals you have set for yourself in such a competitive PPC space. Who does not want to increase ad performance and see as much value as possible for the money spent on paid search? There are so many different strategies that your business can use to get the most out of your investment: analysis of reports, refining of ads, testing of target audiences … the list is long. One of the most crucial (and controversial) strategies, however, is to bid on the terms of your own brand.
In this article you will learn:
- What terms of the mark to still bid on
- What Branding Terms for Avoid If They Do not Match Your Objectives
- How to make the terms of your brand work best for your business
Read on for real and real ways to bid on the terms of the brand.
Trademark requirements for which you should bid:
- Name and URL of the company
- Your product names
Bidding on these terms assures you to cover the terms of your main brand in all searches and to protect your brand against competitors who are trying to take advantage of your brand's brands. Periodically run search query scans to make sure you always reach the right audience! Use these analytics to find other relevant terms to add to your campaigns or to find irrelevant terms to add as negative keywords.
Brand Terms to Consider to Avoid or Add as Negative Terms:
- Conditions of Employment and Work
- Financing terms / stocks, including stock symbols
- Terms of connection
- Customer Service / Technical Assistance Center
- Your Product / Service You Might Want to Promote
- Tip for the pro: Use the public to deny your current customers (Seer has tested it for a while)
- Example: Some people are looking for a brand name and do not necessarily include "login" in their search, but still click on the login link. In order to better manage this, set up event tracking on your site and people who have logged in multiple times to an audience and then cancel the audience of your branded campaigns.
Now that you know what you should and should not bid, let's go to why …
Why bid on your brand:
1. Check the exact messaging that a user sees when he searches you.
Customers are looking for and expecting you to provide them with a branded experience, even if it is not directly on your website. Ssuing only organic results means that the message that a person sees could be any organic description on which they focus, not necessarily what you want them to see. It can also take months for organic changes to be made. With a paid ad, you can make sure someone gets the right message at the right time based on their search.
With PPC, you can add special features or unique value propositions in ads and extensions with high-performance content that you may not be able to share in your general meta descriptions (new products, enhanced services, and more). day, sales and promotions, etc.) In addition, you have the option to test which messaging works best for your brand. This can even help inform your content strategy.
2. Build better content and marketing strategies.
Paid search offers a high level of agility that other channels do not have. Avoid the unnecessary expense of thousands of dollars in t-shirts with a slogan that your audience does not care about. Put your strategy at risk by testing messaging and content to see what really resonates with your audience before investing time and resources into your site, merchandise, events, or other marketing channels .
3. Check the SERP.
Just because you are the organic # 1 result does not mean you are as # 2-10. It also does not mean that you have an important place in the other functions of the SERP, such as maps, images, purchases, knowledge graphics, answer boxes or whatever Google will deploy next. To combat this, you can secure more space above these other results by bidding on your brand terms. The bigger the cover, the better! Especially on mobile, where the first place (pay or organic) occupies the majority of the screen.
4. If you do not, your competitors will.
Although serious users are looking for your brand, it does not mean that a competitor can not dissuade them from your organic bottom line with an outstanding offer. On mobile, having a competitor at the highest paid place of your brand search means that a user does not see your results before scrolling. Bidding on the terms of your brand is an important investment to prevent competitors from hacking your users who are close enough to the conversion that they're looking for you by their name! Whether you have a stellar referencing or not, you may miss a lot of your income. Although your competitors are not here today, it is not a promise that they will not be tomorrow. If you're looking for a great way to track competitors' investment and impact your performance, try this Brainlabs Auction Google Sheets Auction .
If a competitor takes away a lead a year on the terms of your brand, what would be the impact on the business? If this is a big problem for your bottom line, consider bidding on your brand. Think of it in relation to cost with questions such as: H ow many tracks do I usually get by conversion? And what is my average income for a project? You are ready to pay X $ for a recruiter … Are you also willing to pay for something online to work for you all the time?
5. Accumulate additional leads and traffic when you distribute paid organic products and .
Although organic clicks are free, in reality, only organically ranking for branded terms does not mean that you will get all the traffic for those queries. Why? Organic results can show below the fold even on the desktop. Bidding strategically on brand terms can provide incremental increases, bringing highly qualified traffic.
- One of our customers has tested the pause brand campaigns in the fourth quarter of 2017.
- In 2017, the results for both organic products and the results paid on the trademark applications resulted in an increase in the CTR of 367% compared to the organic product only. (Data January 1 – December 31, 2017, AdWords only)
- In the third quarter, branding accounted for only 2.1% of advertising spend and 4.5% of revenue, but the return on investment for these expenses was 3,688%
- Overall traffic on the site from brand terms actually decreased by 18%
- There were 74 additional clicks of paid search in the last 28 days that were not recovered by natural search.
- Organic CTR increased by 6%, but it was not enough to compensate for lost traffic.
Another customer, a Fortune 500 company, did a similar test of pausing the brand's keywords. They are a name everyone would recognize, making them an immediate candidate for "why are you bidding on the brand?" They saw up to 80% of their traffic recovered by their organic listing, but the cumulative value revenue% of the traffic was well worth the investment. They have since achieved their goal of maximizing their share of brand impressions as much as possible.
6. These cheaper clicks are worth the investment.
The terms of the mark are usually cheaper than terms other than those of the mark, the return on investment is high and, as shown in our last point, the organic can not recover 100% of clicks paid. Lost paid brand traffic may be equivalent to a loss in net income.
It is not because you are bidding on the terms of your brand that you have to spend a lot of money. Brand terms are likely to have a high quality score and a high CTR, which will lower the average CPC or increase your average position at a lower cost than a score. low quality. You can also run sales tests to determine how much you can pay for branded clicks while getting the results you want. We actually increased the conversion volume for one of our customers after lowering the brand bids.
Finally, when competitors bid on your terms, they usually have a lower quality score and therefore need to bid higher, which may result in lower competition if you are there to set the bid reference.
To wrap it …
Bidding on brand terms can be a controversial topic, but the benefits outweigh the negatives. By bidding on brand terms, you can control the messages people see on your brand, reduce the risks of your marketing strategies, and control the SERP. Because, hey, even if you do not bid on your own brand terms, your competitors will. Keep one step ahead with this simple investment in your brand.