Learn why you need to bid on your own brand name when you rank top organically for it
When introducing a client to the world of Pay Per Click advertising, whether it be via Google Adwords or Bing Ads, we often get asked something along the lines of: “Why do we need to bid on our own brand name when we rank top organically for it?”. And we often reply with the same 4 reasons:
Imagine if someone offered you the chance to appear above one of your competitors on a search results page, for searches for the same competitor’s name. Sounds like a dream scenario, right? Not only will you be attracting visitors to your site, but you’re also taking visitors away from you fierce rival’s site. A double-win.
Well, this is the opportunity you’re presenting to your competitors if you don’t bid on your own brand name. Consider for a moment the 4 paid listings that appear above the organic links on a competitive search results page. Without targeting your own brand, you’ll likely be appearing below these in the 5th position overall. Start targeting your own name and you will be back on top in 1st position, right where you want to be.
Google and Bing decide which paid ad appears top for a search by looking at 2 things: the bid of each advertiser, and the Quality Score of each website being advertised. The Quality Score is calculated using a number of factors (enough for an entire different blog post), but a key one is relevance to the search term. If you have a high Quality Score, Google rewards the advertiser with lower click costs.
Since the search term in this case is your own brand name, Google/Bing will find your website to be extremely relevant to the search term, giving you a very high Quality Score (often 10/10). Your Quality Score is so good in fact, you can still gain top position with a low bid, much lower than that of your competitors.
Since a paid ad only takes a couple of hours to start showing, and can be updated at any time, you can have total control over what message users will see when they search for your brand. You may have a sale which ends on Friday, by using brand ads, you can push this across to your potential visitors by including it in your ad headline or description. You can also tailor your destination URL to lead visitors to the landing page of your choice (perhaps a page of your latest offers).
You may already know which pages convert best on your website, or what type of messages your audience respond best to. Changes to take advantage of these can be seen in your ad on the search results page by users in a matter of house, whereas to see the same changes on your organic listings may take days or even weeks.
Since Google decided to severely limit the amount of keyword data available to website owners through Google Analytics, Pay Per Click has become the only viable place to get information around the search terms people use when reaching your site.
So if you thoroughly target your own brand through paid search, you’ll be able to see the search volume over time, giving you a good idea of how the awareness of your brand has progressed during the same period.
Still struggling with your pay per click strategy? We can help. Get in touch with our online marketing team on 01772 655540 or email firstname.lastname@example.org. For more guides like this, you can follow us on Twitter or like us on Facebook.
Senior Online Marketing Manager