As a brand, have you ever thought “why are you bidding on our own brands keywords in adwords? Will the paid traffic cannibalize our organic traffic.”? Don’t worry, here is an AdWords blogspot article explaining same- “Studies show search ads drive 89% incremental traffic“. It explains importance of targeting brand terms under Adwords Search Campaigns.
Firstly, I would like to explain, what Brand Search Terms/Keywords are:-
Brand keywords are the words or queries which users type in Google Search Box when they are directly trying to find your company’s site or products or services. In other words, when a user types your company name, your brand, or the actual or mis-spell address of your web site, all those search terms are called branded keywords.
Thanks to Google Instant Feature, that complete the keywords and correct the typing mistake. Many of users directly type your company name (web address) in the Google Search Box instead of typing their Browser.
Why Brand Terms are important for Paid marketing:-
Here I am giving you top 10 reasons “Why to Bid on Brand terms?”
1.) User’s behavior is different:-
When user’s type a brand term to search for your site it is clear that they already know your name. Their purpose is also clear and they want to find your site or brand.
The main learning point about brand terms is that the users already know your brand or website to some extent. You can see the different pattern of user behavior compared to users that came from generic’ search terms.
When you run ads on generic keywords, people see and click on your ad and didn’t convert same user can, later on, find you by typing your name in Google search box and see your paid ad on brand keywords as well as click on that and convert.
2.) Helps you to dominate your SERPs:-
It is obviously, when you show the paid ads on the brand terms viz a viz organic results, you will dominate the Search Engine Results page. You will give more options to click on your website. The user will see your paid ads as well as organic listing, at the same time. It means you can defeat your competitors in this case.
3.) Show Latest Messaging: –
You can change the messaging of the ads based on the offers or fresh arrivals products. You can highlight the special product in your ad sitelink. Which is not possible in the Organic listing results, as Google takes time to crawl and index as well cache the web pages, post then your webpages will appear on the Google SERP at that time, your offers would be finished or products are outdated.
4.) Observe High Conversion Rate and Better Leads Quality: –
As you know the user’s buying behavior is different in brands search terms as they already know your brand or website. Thus you notice high conversion rate and better leads quality.
5.) Branded Keywords have lower CPC: –
You will notice that your brands have higher CTR and Quality score, so your Avg CPC is always lower than generic keywords.
6.) Build Account History: –
Not Brand keywords bring cheap traffic but also brands terms achieve good CTR and QS, which makes the account healthy. It will develop the good history, which might impact overall campaigns performance.
7.) Because you are spending in other Online and Offline advertising: –
Now, this technology edge, company are spending money on other digital medium as well. E.g. TV ads, YouTube TrueView ads, Email, SMS, so people generally type brand terms on the Google Search box, so it’s good, if you are spending huge money on TVC, Radio ads etc, so why not you reap the advantage of bidding on your brand keywords.
8.) Fighting with Competitors ads: –
If you are not bidding on Brands terms, it means you are losing the potential customers, who are interested in your products or services, because you are giving chance to your competitors to bid on your brand terms, and their ads might show on your brand terms with latest offers above your natural listing. Which is NOT good for your Brand as this will allow competitors to STEAL your customers.
9.) Competing with Affiliate Networks ads: –
If you are e-commerce and tied-up with affiliate partners on cost/sale. Also, your affiliate’s partners are running Google AdWords campaigns on your brand terms with discount coupons. If you don’t bid on your brand terms, your potential buyers might go on the Affiliate networks ads and buy the products from your website, in this scenario you will pay affiliate network for Cost/Sale. So To avoid such situation, you should bid on Brand terms.
10.) Sending traffic to dedicated and desired landing page instead of home page: –
It is known that Conversion rate of dedicated landing is always higher than that of home page. So, if you bid on your brand terms, you can reap better conversion rate. If you are offering huge discount on selected products and then you should send the traffic from the brand keywords on discount page, where you demonstrate all those products, which have discount.
As we know that AdWords campaign is highly measurable than any other marketing activity, so now you can target the Brands terms and measure the performance. Once you measure the performance, you know better whether you should bid or not to bid in Brand terms. If you are bidding, please share your learning, why are you bidding on brand terms, in the below comment box…..
I have been working on Google Adwords & Bing Ad Center since April 2010. I am Google Adwords Certified in Fundamental and Advance. I have worked on International and Domestic (Indian) campaigns for clients. I have also done extensive in-house campaigns within my organization. I have worked across various verticals and industries.
Mukesh Pandey is a Digital Marketing Strategist. He is Google Adwords Certified and strongly believes that Internet will enable us to speed up innovation and make life easier for everyone. He also founded Leads Dubai which is a Lead Generation Company in Dubai.Know more about Mukesh on Google+