As a digital marketing professional in the ever-evolving realm of e-commerce, I’ve had the privilege of delving into various aspects of pay-per-click (PPC) advertising. Over time, I’ve come to appreciate a strategy that consistently proves its worth – bidding on branded terms.
You might be wondering, why invest in branded keywords when organic listings already feature your brand? It’s a valid concern, but Google’s research has shown that paid ads can work harmoniously with organic traffic. Let’s explore why you should consider bidding on your branded terms:
- Dominate the Search Engine Results Page (SERP)In the competitive world of online marketing, dominance is key. Bidding on branded queries allows you to secure multiple positions on a SERP, offering searchers more opportunities to engage with your content. By appearing both in organic and paid ad columns, you convey your prominence in the industry, enhancing your brand’s credibility.
- Control Your Messaging – While organic listings are valuable, paid ads offer a chance to craft compelling messages that capture searchers’ attention. Your organic results may not always lead users to the most optimized landing pages, but paid ads empower you to guide them to high-converting destinations. Leverage sitelinks, Product Listing Ads, and other engaging ad formats to entice potential customers.
- Protect Your Territory from Competitors – In the digital landscape, savvy competitors may already be bidding on your branded terms. When a searcher looks up your company, they could encounter a rival’s ad preceding or accompanying your organic listing. This diversion of traffic could result in lost opportunities. Bidding on your brand ensures that your presence remains unchallenged.
- Cost-Effective Branded Keywords – Everyone seeks cost-effective keywords with search volume. Surprisingly, these “magic” keywords might reside right under your nose – your own brand name! Extend beyond your company name; bid on specific products or even your URL. These keywords are often budget-friendly and boast high click-through rates and Quality Scores.
- Capture High-Quality Leads Ready to Convert – Searchers looking for your branded terms are already familiar with your brand. They might have received recommendations from friends, conducted prior research, or are returning customers. These prospects are further along in the buying cycle compared to those searching for generic terms, making them valuable leads ready to convert.
Still skeptical? I understand the reservations some marketers have about this strategy. My recommendation to the skeptics is simple – give it a try! Every PPC account is unique, and the true potential of bidding on branded keywords can only be unlocked through testing and optimization.
So, in your journey as a digital marketer, consider this strategy as your secret weapon to enhance PPC performance and make a lasting impact in the competitive world of e-commerce. Happy bidding!
