When discussing and deciding the strategy for your ads account, branded search campaigns can sometimes fall by the wayside. We are here to break down the pros and cons of these paid search ads so you can make an informed decision on whether or not they should be a part of your marketing strategy.
What is a Branded Search Ad
A branded search campaign is a google search ads campaign that focuses solely on branded keywords and copy to push traffic to the site with the goal of converting.
E.g. For the business Argos you would target terms like [Argos toys],”Argos” with ad copy like – ‘Argos.co.uk – Great Deals & Low Prices’
Why would I pay when my seo does it for free?
If someone is searching for your company, why on Earth would you buy ads to pay for those branded search clicks? The answer is sad but simple. Others will too!
The last thing you want is someone typing your brand name to google and one of your competitors shows up at the top of the list with a compelling ad. It could lead to you potentially missing out on easy, cheap clicks to competitors trying to swipe your leads. For instance, check out the search results when you search for a branded term like Liewood:
Liewood is in the second position for the term ‘Liewood’ and the first position is a stockist of the brand.
While formerly considered bad practice to bid on another’s branded terms within the PPC community, times have changed. It is now likely that others will attempt to bid on your branded terms as if you aren’t bidding on your own they can swipe your leads for pennies to the pound. Plus, the clicks shouldn’t be very expensive, making it worthwhile for you to bid on to avoid potential disasters. For just a few pounds you can ensure that competitors don’t steal your hard earned leads or lose brand awareness.
Will it waste my budget?
As there is less interest in the terms, the cost-per-click (CPC) tends to be low too. If only a handful of advertisers bid on a keyword, the cost of showing for it is often just a few pennies.
So if staying within a set budget is one of your concerns with PPC, branded keywords will be some of your best bets for ads with low CPC.
Pros of Branded Search Ads
*Can work similarly to retargeting by capturing interested users close to converting.
*Sends traffic already interested in your brand to a dedicated post-click landing page of your choice, hopefully capturing high-quality leads that are near the point of conversion.
*Defends against your competitors stealing potential customers from your bidding on your branded terms.
*It maximizes your brand exposure on the search engines, especially good for a new or up and coming brand in a competitive market.
*You can provide users with more information than organic listings. Even placing specific promotional codes in ad copy for added benefit to the customer for choosing you.
*Similar to defending, by bidding on branded pay per click search terms you can dominate the results page and really push your brand to potential customers by showing organically and at the top of the ad listing, leaving less room to lose out on customers.
*Having a high converting and high click through rate campaign will be beneficial to your accounts data gathering and conversion data which should help the overall account performance.
*Finally, most of the time branded terms are a lot cheaper to bid on so it’s a cost effective way to defend your territory and keep customers coming to your site.
In conclusion, it is beneficial to include a branded search campaign into your marketing strategy, even if it may be on a small budget. It isn’t worth potentially losing customers searching for your brand to competitors when the traffic can be so cheap and as these users should be aware of your brand they may be more likely to convert. On top of that, the extra conversion data should help the accounts overall performance.