Are you on the fence about kicking off a branded campaign? The missing piece to your paid media strategy is closer than you think. A lot of marketers spend time trying to find the best way to increase their ads’ performances, but different strategies work for different companies. Despite this, there is one strategy that could enhance your Pay-Per-Click (PPC) performance: bidding on branded keywords.
Luckily, we’ve outlined a few reasons why dedicating media spending to a branded campaign can strengthen — not just your PPC efforts — but your well-rounded marketing strategy, as well.
1. Controlling the Marketing Message
If you want the best strategy to control your marketing messages, you have to bid on your brand. You control the narrative of your Pay-Per-Click advertising with the landing pages and advertising copy your prospects see when your content is placed in front of them. As such, it’s more likely that people will take the action you want them to when you bid on branded keywords because you can guide your audience toward those desired outcomes.
When the first two results of a search engine results page (SERP) showcase your paid ad and your organic listings, it reassures the user that they’re in the right place. This means you have a better chance of bringing in qualified leads who are in the market for your brand’s services. PPC specialists can control brand messaging — such as specific copy directions and certain extensions — to further entice users to come to your site.
2. Competing With Your Competitors
It’s a cutthroat world out there, and your competitors are likely paying attention to the branded keywords you’re trying to use in your own strategies. If you don’t get there first and do the bidding better, they could potentially lose out against your very own branded phrases.
Bidding on branded keywords is a cost-effective strategy — which is largely one of the reasons your competitors won’t hesitate to do that on your behalf. If your competitors are smart, they’re already bidding on your branded terms. As such, if someone searches for your company, they’ll likely find your vanilla organic listings overshadowed by a nice, shiny ad that sings the praises of your competitor. This can actually cause traffic that would have been sent your way to be diverted to the guys you’re directly competing against.
3. Protecting Your Brand
While carrying out market share via your non-branded campaigns is essential to building a strong funnel and continuing new user flow to your site, bidding on these non-branded terms comes with a territory. The more market share you carve out, the more your competitors will want to take that market share away from you by bidding on your branded terms.
Launching a branded campaign is a smart way to protect those terms that generate strong click-through rates (CTRs) and bring value to your site.
4. Pursuing Cost-Effective Avenues that Bring Positive Data
With the best opportunity to achieve eight, nine, and ten out of ten quality scores by bidding on your branded keywords, your ads are far more likely to serve at the top of the page compared to your competitors; this effort comes at a lower cost per click (CPC), too.
The use of your branded keywords and brand name is an absolutely proven way to incorporate cost-effective bidding into your PPC strategies. Because branded keywords are highly relevant to your landing pages and ads, you can raise your CTR and quality score easily by bidding on these terms.
5. Working with ZGM
Zero Gravity Marketing is your place for a partnership if you’re looking for ways to enhance your bidding and overall PPC strategies. Need help? Reach out to our team today!
Tim Dugan
