10 Benefits of Bidding on Your Brand Terms
As a brand, have you ever thought “why are you bidding on our own brand’s keywords in Google Ads? Will the paid traffic cannibalize our organic traffic.”? Don’t worry, here is an Google Ads article explaining the same- “Studies show search ads drive 89% incremental traffic“. It explains the importance of brand bidding Google Ads Search Campaigns.
What Brand Search Terms/Keywords are:
Brand keywords are the words or queries that 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 misspell address of your website, all those search terms are called branded keywords.
Thanks to Google Instant Feature, which completes the keywords and corrects the typing mistake. Many of users directly type your company name (web address) in the Google Search Box instead of typing their Browser.
Top 10 reasons Why to Bid on Brand terms?
1.) User’s behaviour is different:
When an user types 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 patterns of user behaviour 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 the same user can, later on, find you by typing your name in the 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 obvious 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. This is one of the 10 reasons why you should increase your blog.
3.) Show Latest Messaging:
You can change the messaging of the ads based on the offers or fresh arrival products. You can highlight the special product in your ad site link. This 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 behaviour is different in brand search terms as they already know your brand or website. Thus you notice a high conversion rate and better leads quality.
5.) Branded Keywords have lower CPC:
You will notice that your brands have higher CTR and Quality scores so your Avg CPC is always lower than generic keywords.
6.) Build Account History:
Not Brand keywords bring cheap traffic but also brand terms achieve good CTR and QS, which makes the account healthy. It will develop a good history, which might impact overall campaign performance.
7.) Because you are spending on other Online and Offline advertising:
Now, with this technological edge, companies are spending money on other digital mediums 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? Here are 10 reasons why you should bid on your brand terms.
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. This 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 Ads 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 the affiliate network for Cost/Sale. So To avoid such a situation, you should bid on Brand terms.
10.) Sending traffic to dedicated and desired landing page instead of home page:
It is known that the Conversion rate of a dedicated landing is always higher than that of the home page. So, if you bid on your brand terms, you can reap a better conversion rate. If you are offering a huge discount on selected products and then you should send the traffic from the brand keywords on the discount page, where you demonstrate all those products, which have discounts.
Here are 10 reasons why you should bid on your brand terms. As we know that Google Ads 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 bid in Brand terms. If you are bidding, please share your learning, why are you bidding on brand terms, in the below comment box…..
Want to learn more about how to bid on Google Ads location-based businesses? here it is. Also check how to do competitor analysis in google ads
You want to know other tips to increase the visibility of your company ? So here are 5 reasons your business needs social media marketing
So if you have questions about
What is an example of brand bidding?
What is bidding on competitor terms?
Then you contact us so we can show you the examples. We will also do a free 15 minutes zoom call
If you are not bidding on brand terms then you are doing big mistake and letting your competitors take over. Contact Leads Dubai to manage & extend your brand awareness and reach.
