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Five Reasons to Bid on Branded Terms in PPC
Branded terms in PPC can be very profitable, and many companies bid to all the keywords that mention their brands. However, some advertisers don’t target these terms and resist this strategy because they believe they would get that traffic anyway because of the organic listings. In this article, you can read five reasons why you must bid on branded terms in PPC.
1. Bidding On Branded Terms Helps You Dominate The Search Results Page
The organic results for keywords that mention your brand probably have your website and your social media profiles on Google’s first page. Google searches for the most relevant results, so you expect pages that send visitors to your website. However, it can include mentions from third-party websites or brands. While these mentions can be positive, they can get some a part of your traffic.
If you bid for branded terms, the visitors will see at least one extra option to visit your website or learn more about your business. Also, you show them where to click right away. These types of ads have high click-through rates because users want to learn about your products.
Another thing to consider is that you help your visitors avoid distractions in the search results page by showing your ads. The organic results can have anything from complaints to irrelevant topics that somehow got ranked under your branded terms. Decreasing the visibility of these pages can help you to get more traffic, leads, and customers.
Dominating your brand keywords means that they will show results that send users to your pages and social media profiles. At the same time, these third-party websites will get lower rankings or get ranked on the second and third page of Google.
2. You Control Your Message
Organic traffic is free and has many marketing benefits. However, it has one main limitation. You can’t just change the metadata of your pages and expect Google to update the listings instantly. Changes on your metadata can negatively affect your rankings, while they can take from a few days to a few weeks to get updated.
On the other hand, you can control every part of your Pay Per Click campaigns. If you want to share a specific message with the potential customers that search for your business on Google, you can create a new ad with your message.
The ads can include discounts, prices, new products, mentions of benefits, and many more that can’t be included in the organic results without affecting your rankings. Even if you don’t want to mention something special, you can add the right message for your business. This process can help your company grab the attention and get
more clicks on the search results page. If you focus only on the organic results, a part of your branded keywords’ traffic will get wasted.
3. Competitors Can Bid For Your Keywords
No rule says that your competitors will not bid for your branded terms. Google Ads allows them to target any keywords they want. If they have the option to get traffic and potential customers from you, they will do it.
So, if you bid for your branded terms, you prevent traffic loss on third-party websites and competitors. Another part that you can avoid is negativity. The competitors can put any message they want out there. They may try to create doubt or mention negatives of your business compared to them. It would be better if their ads appear below yours.
The good news is that you have an advantage compared to competitors that try to outbid you. Branded keywords will have better click-through rates and conversion rates for you because the users already want to learn more about your business. The competitors must set much higher bids to outbid you, so your presence alone can be enough to win that battle.
4. Brand Terms Are Cheap For You
If you want to find keywords that convert with high volume but low CPC, you must first check your branded keywords. Two big parts of PPC that affect your results are the relevancy of the ads with the keyword and the quality of your landing page. You already have both of them in this case.
When people search for something relevant to your brand and see an ad with your brand’s name and a link to your website, they will click it most of the time. The same applies to products and services that you may offer, the owners’ names, and anything related to your company. Google Ads uses the Quality Score to determine your rankings. It goes up when the ads get clicks and are relevant. If you target branded terms, the Quality Score will explode, improve your
rankings, and decrease your average CPC.
5. Get High-Quality Leads
The people who search branded terms on Google have many chances to convert into leads and buyers. They already know about your business or your products and try to get more information. They want to confirm that you have a trustworthy brand or find your products’ features in many cases.
When they visit your website, they can go directly to the pages that mention your products or just search for communication methods. These people can have questions about anything that prevents them from buying something.
They tend to know the type of product they want, and your company can offer it. With a few words, they are in a late stage of the buying journey. For this reason, they have high conversion rates, and many competitors will bid for these terms. A good offer or some extra details can be enough to convert them into buyers.
Conclusion
Branded terms have traffic with many potential customers. Some of them already want to visit your website or learn more about your products. You just need to have a presence on the search result page to make sure that you don’t lose traffic.
Usually, the ads on branded terms have a high click-through rate, high conversion rate, and boost the Quality Score for all the reasons that are explained in this post.
Umar Nisar was born and raised in the busy city of Abbottabad. As a journalist, Umar Nisar has contributed to many online publications including PAK Today and the Huffing Post. In regards to academics, Umar Nisar earned a degree in business from the Abbottabad UST, Havelian. Umar Nisar follows the money and covers all aspects of emerging tech here at The Hear Up.
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