Easy wins in PPC advertising are rare. As Advertisers--and as an agency that provides PPC management to advertisers--we're always looking for affordable, high ROI opportunities, but they’re more rare than ever before. Who doesn’t want to spend a little bit of money and make a lot? Which is one reason I find it amazing that very few businesses we speak with about PPC aren’t taking advantage of the easiest win out there: A branded PPC campaign. It's one of the first things we do with our PPC management clients, and it's something you can (and should) do too.
Your first thought is probably, “I don’t want to pay for searches where I am showing up organically in the first position.” It makes sense to not to pay for something that you’re getting for free, but there are many good reasons why you should absolutely be bidding on your brand keywords.
You think that if you don’t advertise everyone who would click on your ad will click on your organic result instead, but that isn’t the case. Google conducted a study that found that 89% of ad clicks were incremental, meaning that only 11% of clicks on ads were going to organic if the ads didn’t show. 89% of your brand ad clicks are going to be net gains!
Your bids on brand keywords are going to be ridiculously cheap. Because it’s your brand, and you’re what people are looking for, you’re almost guaranteed a a 10/10 quality score. You’re typically looking at anywhere from $0.15 to $0.50 per click. In most instances, this is going to be orders of magnitude lower than your non-branded keyword bids.
It makes sense that someone searching for your company is more likely to convert than someone who is searching for the services you offer. Which means that your branded campaign is going to do some seriously heavy lifting. How heavy? How about 1% of ad spend and 16% of conversions. That's a huge overperformance!
Chances are really good that your competitors are bidding on your branded terms. Don’t believe me? Go to Google and search for your company name. You probably see ads for your competitors, right?
Think about this: potential customers are going to Google, searching for your business by name, clicking on an ad for one of your competitors, and buying from them instead. You’ve done all the work to get these potential customers to think of you, and your competitors are just stealing them away!
Your ad is going to show up above your competitors, who will be sandwiched in between your ad and your organic listing, so your competitors will be stealing far fewer of your customers.
While you have some degree of control over what your organic result says, you don’t have total control. Google takes what you put as the page title and meta description as suggestions, and they don’t have to use them.
With ads, you are in complete control of the copy. From the headlines to the description to sitelinks, inclusion of phone numbers, etc. Having complete control over all your copy is extremely powerful.
Hopefully, this has convinced you to go and create a branded search campaign! If you haven’t done any paid advertising, this is a great way to dip your toes in the water, and if you’re doing paid advertising already but neglecting your brand terms, you’ll see a huge boost in account-wide performance.