Solved: Should you bid on brand terms in 2019?

7 April, 2019

9 mins read

Brand terms on Google

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Google Ads can be a bit like a schoolyard. Everyone wants the best bench near the water fountain, not the one near the bin. But you always forget about the new bench on the other side of the school, next to a water fountain AND a vending machine.

AKA everyone wants the best keywords with the most traffic, but they forget about their own brand terms. Your business name or branded products and services can be keywords used to create Google Ads campaigns with some pretty big benefits, as you’ll see below. If people can search for it, it can be a keyword. And if your business name is something people are searching for, you want to claim it. And here’s why.

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Why use Google Ads?

– They start ‘working’ almost immediately. The quality of your ad will depend on if people click on it, but it will be displayed to people as soon as you hit start.
– Remarketing with Google Ads lets you appear in front of people who have already engaged with your business or relevant industries.
– You can display your ads in various locations, including Google search results, Google Maps, on other people’s websites, etc.
– Measuring your performance can be narrowed down to who clicked on the ad, how much traffic you received, who contacted you after seeing an ad, and so on.

The Top 6 Reasons You Should Bid on Your Brand Keywords

1. You’ll be everywhere on search results for your business.

If you’ve invested in a good website and a reliable SEO service, you most likely already appear all over the first page of Google, Bing and other search engines when your business name is searched for. However, there’s still the ad space above the organic searches.

By bidding on your business or brand names, you can be the first thing people see when they search for you. The rest of the benefits below are just 5 cherries on the cake.

2. It makes it harder for your competitors to bid on your brand.

In competitive industries, you most likely won’t be the only one with eyes on your business name. Brand terms are a key strategy for industries with lots of businesses competing for the same customers or clients. The hope is that when people search for a business, they get distracted by the other business name at the top, click on the link to the website and convert into a customer for them, not their original choice.

By bidding on your own keywords, you’re limiting your competitors’ opportunity to sneak into your search results. So, not only are you dominating the results for your business name, you’re pulling the rug from under your nemesis’ feet.


3. Brand terms are normally cheaper keywords.

When a keyword is more in demand, the price goes up (amongst other reasons). Unless you’re a billion-dollar company, chances are your brand terms will be pretty well priced.

What does this mean for you? Well, for one, if you’re running a Pay-Per-Click (PPC) campaign, each click on your ad will be cheaper. You can also do the below for less than you would a more expensive keyword. However, cheaper keywords tend to mean lower traffic, so don’t expect a miracle. A search engine marketing specialist will be able to advise you how to balance out your brand terms and high-traffic keywords.

4. You can provide searchers with more information about your business.

One of the big pros of Google Ads is you can choose exactly what information you want to display. You can add your contact information, top products and services, details about each product and service, why people should choose you, and so on.

With search engine optimisation, you can suggest what Google shows on their search results for your website, but they may or may not display it. If you can even get to where you want to be, they may choose to put any information with your result. You know when you see some random text from a website’s terms and conditions, but the link is to their about page? Yeah, this is a case of that. Google Ads helps you get around that, but for your ads only, not your organic results.

Searching online using brand terms

5. Leads generated through the ads will be more likely to convert.

If someone is searching for your brand terms, they’re already interested in your business. When people click on your ad as it’s the first thing they see on Google, if they’re already interested in what you offer, they are more likely to convert. Badabing badaboom.

6. You can change your message anytime you want.
Decided to go 24/7? Or now offer free shopping? Maybe you have a new product or service. Whatever you change about your business, you can change in your ads.

If you were to do the same with search engine optimisation (SEO), you aren’t guaranteed to get the information in your meta titles or descriptions and the information could take months to change. By using brand terms with Google Ads, you can get the message you want to the right people at the right time.

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