“Do I run PPC brand campaigns or hope that organic search is enough to keep my brand on the tip of the tongue of my customers?” It’s hard to count how many times we had the same dilemma.
Our answer is: you should bid on your brand. And we have some damn good reasons to say so.
Even though PPC brand campaigns can sometimes seem unnecessary, they benefit your business more than you could ever imagine.
Still hesitating? We dotted the i’s and crossed the t’s, so read on to learn why PPC brand bidding is a must, and what mistakes you should avoid while doing it.
What is a PPC Brand Campaign?
Before we jump in to convince you why PPC brand campaigns are critical for your online business, let’s define what they are.
Brand bidding is simply including your company’s brand name as a keyword in the paid search campaigns. So, when people Google the name of your company, you come first in search results as ads always show on top, and people are very likely to go to your site. Even if you combine your product/service with the brand name, it’s still considered PPC brand bidding.
PPC brand awareness campaigns stir a lot of controversy among marketers. Yet, brand bidding has proven to bring positive results, enhance the account’s quality score, and increase brand loyalty.
8 Reasons Why PPC Brand Bidding Is a Must
As promised, here are the reasons why AdWords brand campaigns are so valuable, and why you should strongly consider bidding on your brand keywords (if you haven’t done it yet.)
1. It’s cheap
You’ve heard it. CHEAP.
Even though advertising ain’t dirt cheap, PPC brand bidding is a rare case when you can actually save quite a few bucks.
Apart from being the cheapest online traffic, it can also benefit your brand a lot.
Brand queries usually have lower cost-per-click (CPC), higher click-through rates (CTRs), and Quality Scores. What else should convince you to bid on your brand if not this?
Of course, no one can promise that your PPC brand awareness campaign will work. However, even if people click on your organic searches instead of branded ads, you won’t go bankrupt. So why not give it a try and see whether you’ll manage to dominate your search engine result page (SERP)?
2. You can control your brand message
Unlike organic listings, paid advertising lets you decide what ad copy to use to attract your target audience. So, if you want your prospects to have the right idea about your brand, bid on it.
It’s also a fantastic opportunity to test different copy and see what performs best. A/B testing is a gem when it comes to PPC brand campaigns. Not only can you send visitors to the best performing landing pages with the help of site links, but also introduce new products or services using Product Listing Ads.
If you care how searchers perceive your brand online, then bidding on your brand keywords is a proven way to make your message clear and engage with your audience.
3. You might keep your brand away from competitors
Let’s clear this out. If you aren’t bidding on your brand, then your competitors are most likely already doing it.
So, if you don’t want your customers to land on the pages of your competitors who are bidding on your brand terms, then you gotta do something about it.
As I’ve already mentioned, brand keywords are the cheapest ones. Take advantage of it and make sure you’re the one getting quality traffic to your website, not your competitors.
Another thing you can do is try PPC brand bidding on competitor brand. Very often, it’s much cheaper than bidding on your non-brand terms. If they can do it, why can’t you? Just ensure you’re following these two simple rules:
At the end of the day, it’s your brand against your competitors, so act according to your business’s best interests.
4. You might get hold of quality traffic
You don’t need to be a paid advertising pro to understand that if someone is searching specifically for your brand, they already know something about it.
That’s why PPC brand bidding is your chance to capture traffic that comes from those who want to buy your products or services. It means that these people are most likely to add your items to their shopping cart and finish the buying cycle. So, make sure you craft your ad message the way that would make it irresistible to click on.
Plus, users are much more prone to press on your brand ad rather than your competitor’s (if they’re bidding on your brand terms.)
5. You can cut harmful content
Whether you anticipate it or not, life happens. Becoming a target of negative press is not very pleasant, especially when it’s directed towards your brand.
We hope it never happens to you. But in case it does, we want you to have a few ways out.
PPC brand campaigns are one of them. It’s your chance to recover your brand after all the negativity it might have been exposed to.
A proper message in a branded ad can overwrite the negative content appearing in searches. If you want your customers to focus on the quality of your products/services and not the scandalous nonsense, then you must run a PPC brand campaign.
6. You might win over your affiliates
If you’re a B2C or B2B business, this problem of affiliates and distributors stealing your traffic is probably pretty familiar to you.
Want customers to buy directly from you and not your affiliates? Then bid on your brand keywords.
Believe us. It works. Check out how we managed to help one of the cosmetics brands win over their affiliates and enter the US market. It might not be easy, but it’s possible.
7. You can boost traffic to less popular products
Are there some products or services that you wish were getting more traffic? Run a branded campaign emphasizing the less popular pages of your website.
The fact that users search less for those services/products doesn’t mean they don’t want them. People simply might not know about them.
The good thing is, you can change it and introduce your prospects to more products or services that they might be interested in.
If you’ve just launched a new service, the PPC brand campaign is one of the first things you should do. Plus, paid search lets you rank first for both branded and non-branded keywords concerning a new product.
8. You can make up for poor search results
Organic search results directly depend on how much effort you put into your SEO strategy.
However, we all know that you need time until the SEO kicks in and brings your traffic.
Even though SEO should be a vital part of your marketing, it’s even better when combined with paid advertising.
While you’re looking forward to seeing the fruitful SEO results, you can easily run a PPC brand campaign to ensure your brand is showing up in SERPs.
So, if you don’t want to waste too much time waiting for SEO to work for you, team it up with brand awareness campaigns. It will help you draw more attention to your online business and boost sales.
20 Ways to Avoid Mistakes When Running a PPC Brand Campaign
By now, you should be pretty convinced that it’s worth bidding on your brand. However, we want you to know not only why you should do it but also what to avoid while doing it.
So, we asked multiple digital marketing experts to share the biggest mistakes they’ve made while running PPC brand campaigns.
And here’s what you can learn from their online advertising experience.
1. Do not forget about your negative keywords
2. Avoid broad match keyword terms
3. Always bid on your brand name
4. Do not be afraid to experiment
Tonya Davis has a similar opinion, saying that not testing different ad messaging options was one of her biggest mistakes:
5. Be patient
6. Do not get mad at Google for having to bid on your terms
7. Do not mix the metrics
Rachael Jessney also agreed that trying to measure PPC brand campaigns with the same KPI’s as their other campaigns was a huge mistake:
8. Leverage your creativity
9. Use custom audiences
10. Be careful with common keywords
11. Make your brand campaign appealing
12. Do not underestimate the importance of landing pages
13. Always brainstorm
14. Provide additional information
15. Beware of the brands with the same name
16. Do not neglect branded keyword campaigns
17. Use relevant URLs for brand queries
18. Do not forget to update your demographic target data
19. Monitor your competitors
20. Do not overuse the keywords
Even though a lot of marketers can be skeptical about PPC brand campaigns, the pros clearly outweigh the cons.
Brand bidding is a marketing tactic that is worth experimenting with. Test your options, tweak ad copy, introduce new products, discover new niches, you name it. Your brand keywords will cost you pennies, but they can bring thousands in return. Just make sure you’re playing it safe and avoid making rookie mistakes.