Are Pure Brand Keywords worth bidding for?
Most of the PPC marketing specialists know the effectiveness of bidding on Pure Brand Keywords in paid search marketing.
However, few marketers think why should one waste money on PPC for brand bidding when he can trigger the same with organic search without cost.
[bctt tweet=”Brand bidding is essential to compete in the market and get incremental quality traffic.” username=”adstriangle”]
What are Pure Brand Keywords?
The keywords which contain your company’s brand name or brand name variations are called pure brand keywords. These brand keywords must not include any generic portion.
For example, if your brand name is “Brandin” then the pure brand keyword should be ‘Brandin” or “Brand In”. And the variations could be “ Bra and in” or ‘Bran din’ or ‘Brand in”.
During creating new PPC account we can set brand keywords to exact match type.
How Does Pure Brand Bidding Work?
Bidding on pure brand keywords illustrates that you are bidding on your company’s brand term.
As per above-mentioned example if your company’s brand is ‘Brandin’ then you are going to bid on the pure brand keyword ‘Brandin’ or all the related variations of this term.
As bidding on pure brand keywords set to exact match type, your ad will appear only when a user types the exact phrase of your brand term or its variations.
Brand search happens only when a user is familiar with your brand name. Therefore, your paid search will be secured from non-qualified clicks or traffics.
Your ad will appear at the top of the SERP revealing all the necessary messaging you designed.
Why Bid on Pure Brand Keywords?
Many people may argue that Brand bidding is not worthy because it shows ads only to the people, who know the brand term. Really a good point!
As a paid search marketer there are two options before you, whether you will bid on your pure brand term or on other valuable keywords.
You select paid search platform over organic search in order to ensure improved conversions. But ultimately you are always looking for something that will bring more ROI from an ad.
Along with bidding on a non-brand keyword, you should also run PPC campaign with Pure Brand Keywords simultaneously.
Here, are some biggest reasons to elaborate the effectiveness of pure brand keywords on paid search platform-
1. Increase Real Estate: Dominate SERP.
It is widely accepted that more than single result in Search result page increases possibilities of conversions.
Simply, bidding on brand keywords helps you to rule the SERP with results related to your brand term.
When users get multiple links on the search results, they are more likely to click on your brand. Similarly, when your brand name appears in both paid ads and organic results, users take it to be more acceptable.
As Google continuously modifies the algorithm, it becomes really challenging to appear on the first page along with a good ranking on SERP.
[bctt tweet=”Bidding on your brand keyword makes SERP presence strong.” username=”adstriangle”]
It helps you to expand your real estate and thus you can capture users’ attention before they get distracted.
You know that if your PPC ad cannot accumulate good ranking then the possibilities of conversions gradually gets lowered.
You must bid on brand keywords in order to rule sponsored and organic listing so that you can expand your real estate.
Increased real estate or dominating the first page of SERP establishes the credibility of your business to a large number of people. It also signifies that your brand is a serious name in your industry.
2. Get Greater Control over Messaging.
Sponsored ad is flexible enough to let you craft the message as per your requirement. In the organic results, you can also use message but as they are static you cannot have proper control over messaging.
In paid search, as you get greater control, you must craft messages to attract attention from users. This is another great reason why you should bid on your pure brand term.
When you bid on your brand keyword you will appear on the very first page of SERP. And you can take this opportunity to design your ad copy to convey your company message.
Ruling the SERP is not enough if it fails to attract people through perfect messages.
As bidding on brand keyword gives you enough opportunities to increase the real estate, you need to design your message aptly. Try to take this advantage of sponsored ads and drive people to the pages that convert more.
[bctt tweet=”To increase conversions delivering the right message is important.” username=”adstriangle”]
When people search for your brand term you need to reach them with the message of offers, promotions or changes.
It will not only increase acceptability but also establish your brand reputation. Describing several offers or promotions has proven ability to increase user interest.
Try to craft ad messages on the basis of what your company has to offer users and what benefits they can get from you.
Do not forget to introduce additional service that your company provides along with using ad extensions.
3. Keep Competitors Away and Lead The Competition.
You must bid on your brand keyword in order to drive the potential traffic to your landing page.
If you have not yet had a bid for your brand term, then some of your competitors are definitely bidding on that term.
This way people, who are actually interested in your brand are being diverted to your competitors’ website.
As you are not currently bidding on your brand term your competitors’ ads will appear above your organic ad when a user searches for your brand keyword. It is no good for a company’s profile or reputation.
You should continuously bid on your brand keywords to be listed above the competitors, who have taken a challenge to bid on your term.
You must work hard to come up with good ad copy and apt ad extensions so that you can push them behind within few weeks.
[bctt tweet=”Bidding on your brand term ensures reducing chances of losing potential or assured traffics. ” username=”adstriangle”]
4. Send Traffics to Other Dedicated Pages Instead of Home Page.
A dedicated landing page always increases the number of conversions. That is why your ad should not be pointed towards Home Page.
[bctt tweet=”Through PPC ad you can get greater control on where you would send the visitors.” username=”adstriangle”]
Bidding on your brand term leads the SERP and here you get the ability to convey various offers and promotions to attract people. It is very much needed to drive the people to the right place to improve conversions.
A dedicated page always makes a user easier to find what he wants from you. So, bidding on your brand name enables you to drive right people to the right place.
5. When Your Organic Rank is not Number 1.
Sometimes your brand may not rank top in Search Result page for brand searches. It is really hard to rank well or get position on the first page organically for the newly launched brands.
There may be other reasons also behind not ranking on the first page organically such as, lack of quality content, lack of SEO content or your site is not fully indexed.
[bctt tweet=”Through PPC ad you can get greater control on where you would send the visitors.” username=”adstriangle”]
If your customers cannot find you on an organic result or paid result for brand search then obviously you are more likely to lose your customers to your competitors.
You must use PPC brand bidding in order to let your customers find you. You should optimize organic result as well as when you are catching your customers through PPC Brand bidding.
6. Add Ad Extensions and Get More Control over Sitelinks.
Through ad extensions, you can furnish more offers or services and users can be easily directed to other landing pages.
You must use this option as an opportunity to bring customers to offer pages or other popular product pages. In this way, your conversions will be more likely to increase.
As you can get more control over site link extension, bidding on brand keywords lets your potential customers to get landed to the perfect pages more easily.
You can design this extension to promote new products, publish offers, request for sign up to a newsletter or redirect the customer to specific product category pages.
[bctt tweet=”By using Call out extension you can tell customers about your unique selling points.” username=”adstriangle”]
On the other hand, Review extension should be used to display positive reviews about your company.
7. Brand Keywords have Lower CPC.
Bidding on your Pure Brand Keywords is one of the best options to get the conversion at lower Cost per Acquisition.
Brand keywords always have good Quality Score and higher CTR, therefore you get lower CPC than generic keywords.
[bctt tweet=”Brand bidding has always been considered in achieving higher Conversion rate.” username=”adstriangle”]
In terms of QS, Performance, and CTR, brand keywords always have top performance and that is why you get cheaper Cost per Conversion.
By introducing brand bidding in your account you can also run testing on competitive keywords without even hurting target CPC.
8. To get Better Quality Leads.
In brand bidding campaign you actually deal with the people, who already know you.
Therefore, you already know their onsite behavior and on the basis of that, you have greater control to design your ad copy.
Brand search signifies the people, who are return customers, have heard about your brand, researched about your company or have had a past relationship.
Therefore, you have greater chance to generate leads from them in order to increase conversions. They search query with your brand keyword because they know that you have what they want.
Brand Bidding and Quality Score.
When people do a brand search, they are most likely to have a higher click through rate. It means most of the clicks are meant to get converted.
It means your overall quality score gets improved and reflects increased overall account CTR. As good quality score helps to lower the CPC, you can run experiments with your low performing terms.
Brand bidding and Clicks.
[bctt tweet=”Bidding on pure brand keywords helps in generating lots of quality clicks.” username=”adstriangle”]
Brand bidding ensures that your ad will appear when a user will search by your exact brand term. Users search by your term means that they are very much interested in products or services that you provide to them.
Users search by your term means that they are very much interested in products or services that you provide to them.
That is why your ad will get more clicks from them. It has been seen that paid search on brand term gets more clicks than paid search with other terms.
On the other hand, there are some people, who use the search engine instead of browser’s address bar. They are more habituated to type company name or websites on the search engine as the replacement of address bar.
Bidding on pure brand term helps to seize these clicks. Therefore your ad will get more clicks. Brand bidding actually increases numbers of clicks and most of them tend to get converted.
Brand Bidding and Conversion Rate.
Bidding on pure brand keywords ensures having most numbers of quality clicks.
Unlike paid search with other quality keywords, Branded keywords generate more quality clicks.
Users come to your ad by brand search because they are actually interested in having services or to purchase products from your company.
They use brand search because they are familiar with your products or existing good experience with your company. That is why they are more likely to generate conversions.
As you have more control on messaging and site link extensions, you design them in a way so that they can effectively capture visitor’s clicks.
Similarly, you can drive users to the most relevant landing pages to ensure better landing page experience. These all values confirm higher Conversion Rates ensuring higher ROI.
This is a great opportunity to increase ROAS as you get lower CPC on pure brand keywords.
Google has confirmed that clicks with Branded keywords have the ability to double the conversion rate that you get from the clicks with non-branded keywords.
Pure Brand Keywords is very effective in increasing conversion rate and PPC performance as well.
Bidding on pure brand keywords is actually a powerful strategy to accumulate the potential clicks from the interested people. Nowadays this is an essential trick to lead the competition.
Though some skeptical marketers are happy with the organic search for Brand keywords, expert marketers always imply this powerful weapon because they know how beneficial it is for PPC campaign.
Therefore, Bidding on Pure Brand Keywords helps you to present right thing at right time to the people, who are actually looking for your brand, products or services.