Why on earth would anyone bid on their own brand terms!
In my career, I have almost lost count on the amount of times people ask me “Why would I pay money for my brand to show up on search when I am organically ranking on top of the page on Google search!!!” To be fair, from the surface level, their argument might appear to be valid, but there are many other drawbacks for not paying that extra bit of investment to keep your branded ads showing up there…Here are three arguments why you should keep those ads running:
- Do you really want to give competitors your clicks?
Just because you are not running PPC ads on your brand term doesn’t mean that no competitor will. Studies of heat maps have proven that majority of searchers eyes drop to the ad section of the page. Leaving that space empty will allow competitors to get visibility on your brand terms and allow them to drive potential traffic and conversion from you site. Defend your SPACE and protect your credibility!
- Do you want to control the messages/links? Or simply promote an offer?
Organic SEO will not give you the advantage to show the exact message, offer or link that you would want to target your customers with, so why not use PPC as a channel to tweak your ad copy and use optimized link extensions that will substantially provide you with a higher conversion rate. Exciting offers and relevant content will grab your searchers attention, so use this to your advantage!
- Do you want lower cost & rank high? So let’s talk Quality Score…
Quality Score determines you Ad position and cost per click, so a good quality score will mean you will get the privilege of rank high with a lower CPC. The formula to calculate quality score is still a mystery but one of the factors Google uses to calculate quality score is click-through rate and historical performance of all keywords.
Now you’re thinking what on earth does this has to do with branded terms!!! Well, Branded terms basically get high CTR’s and quality score, and by so they improve your account-wide average, saving you even more money.
