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Will PPC (pay per click) brand campaigns endear my brand to my customers, or will organic search suffice?
This question has been on the minds of marketers for a while now. Our recommendation is to bid on your brand. We have good reasons to believe that.
PPC brand campaigns increase your reach. A PPC brand campaign aims to make your brand visible to as many people as possible. Bidding on your brand ensures your ad will appear for people searching for your brand.
Read on to learn why you should leverage PPC branded campaigns.
Let’s define PPC brand campaigns before explaining why they’re valuable to your online business.
A brand bidding campaign involves using your company’s name as a keyword in PPC. Google will always show your ads on top when people search for your company’s name. And they are highly likely to visit your site. Brand bidding is still considered PPC if your product/service is combined with the brand name.
PPC brand awareness campaigns are controversial among marketers. Even so, brand bidding has resulted in:
PPC brand bidding is not a new concept. Many marketers have been doing it for years without even realizing it. Here are reasons why you should be bidding on your brand:
Yeah, you heard it right. CHEAP.
While advertising isn’t cheap, PPC brand bidding is a great way to save money. Besides being the most affordable online traffic, it can also benefit your brand significantly. Brand queries generally yield lower cost-per-click (CPC), higher clickthrough rates (CTRs), and higher Quality Scores. What else could possibly convince you to bid on your brand?
PPC brand awareness campaigns cannot guarantee success, of course. You won’t go bankrupt even if people click on organic search results rather than branded ads. Give it a try and see if you can dominate your search engine results?
You can choose the ad copy to use for paid advertising to attract your target audience. Your prospects need to know exactly what your brand is, so you need to bid on it.
It’s also a great way to test different copies and find out what works the best. PPC brand campaigns are not complete without A/B testing. You can direct visitors to the best-performing landing pages with site links and Product Listing Ads. Also, you can introduce new products or services.
Bidding on your brand keywords can help you engage your audience and ensure searchers understand your brand.
Let’s get this straight. Your competitors are probably already bidding on your brand if you aren’t.
You must bid on your brand terms if you do not want your customers to end up on your competitors’ websites. A brand keyword is the cheapest one, as I stated earlier. Take advantage of it so that you receive quality traffic to your site and not your competitors’.
You can also try PPC brand bidding on competitor brands. Bidding on non-brand terms is usually cheaper. Why can’t you do it if they can? You just need to follow these two simple rules:
It is ultimately your brand versus your competitors, so act accordingly.
When someone searches specifically for your brand, they have already heard about it. You don’t have to be a paid advertising professional to understand this.
Using PPC brand bidding, you can capture traffic from those who are interested in buying your products. Therefore, these people will most likely add your items to their shopping cart and complete their purchases. You need to craft your ad message so that it is irresistible to click.
Also, users are more likely to click on your brand ad than on your competitor’s (if they’re bidding on your brand terms).
No matter how much you plan for it, life happens. When your brand is the target of negative press, it’s not pleasant.
We hope you will never have to deal with it. However, there are some ways out in case it does. A PPC brand campaign is one of them. This is your opportunity to re-establish your brand following all the negativity.
Branded ads can overwrite negative search results with the right message. Running a PPC brand campaign will help your customers focus on the quality of your products/services. With an effective brand campaign, the scandalous nonsense will be forgotten.
This problem of affiliates and distributors stealing your traffic is probably familiar to most B2B and B2C businesses.
Do you want to sell directly to your customers instead of through affiliates? You can then bid on the keywords that are associated with your brand.
Do you wish there was more traffic for specific products or services? Boost the popularity of your website’s less popular pages through a PPC brand campaign.
Just because users search less for those services/products doesn’t mean they don’t want them. There is a possibility that they are simply unknown.
Fortunately, you can change that. Offer your prospects more products and services that they might be interested in.
The first thing you should do when launching a new service is to launch a PPC brand campaign. With paid search, you can also rank for branded and non-branded keywords pertinent to a new product.
The effectiveness of your SEO strategy directly affects organic search results. Nevertheless, it takes time before SEO brings you traffic.
The combination of SEO and paid advertising makes your marketing even more effective. A PPC brand campaign can ensure your brand is showing up on SERPs while you wait for SEO results.
Combine SEO with brand awareness campaigns as you wait for SEO to work. You will gain more customers and boost sales if you do this.
Pay-per-click (PPC) advertising can be a powerful tool for driving traffic to your website. However, there are several mistakes to avoid when running a PPC Brand Campaign. Here are some of the most common ones:
The most common mistake made by PPC marketers is to forget about their negative keywords.
While it’s important to run a broad campaign, it’s equally important to ensure that your ads are relevant and accurate.
By ensuring that you include negative keywords in all of your ad campaigns, you’ll increase the likelihood that your ads will be shown when people search for the things you want them to see.
Negative keywords allow you to exclude specific terms from showing up in your ads. This ensures that you are only paying for relevant traffic.
However, it is easy to forget about negative keywords when creating PPC brand campaigns. You should keep an eye on negative keywords at all times.
Broad match keywords are less targeted than exact match terms and often yield lower clickthrough rates (CTR).
For example, if you have the exact phrase “car insurance” in your ad text and you are targeting only people searching for this term. You will receive more clicks with specific ad text like “car insurance quotes” or “car insurance comparison.”
Ensure you always bid on your brand name. This will ensure that your ad is shown when someone searches for your company. It will also help you to build up a history of clicks and conversions for your brand.
A certain approach that previously worked will not always be effective. The landscape of online advertising is constantly changing. What works today may not work tomorrow. So, don’t be afraid to try new things and see what works best for your campaign.
Patience is key when running any kind of marketing campaign. But it is especially important when running a brand campaign. A brand campaign is all about building awareness and trust over time. So it can take weeks or even months to see results.
Trying to cut corners or rush the process will only result in a less effective campaign. Instead, take the time to set up your brand campaign carefully. Then be patient as it unfolds. You’ll be glad you did when you start to see your brand recognition and sales grow.
When running a PPC brand campaign, it is important to avoid mixing metrics. Doing so will make it difficult to track progress and determine whether the campaign is successful. Additionally, it can lead to confusion and frustration among team members.
Instead, everyone should be on the same page regarding which metrics to track and how they will be reported. This will help to ensure that everyone is working towards the same goal and that the campaign is running smoothly.
Don’t underestimate the importance of creativity. Your ad needs to stand out from the crowd in order to capture attention and clicks. Be creative in your approach, and try to think outside the box. Your ad should be eye-catching, and make people want to learn more about your product or service.
A well-designed landing page will improve your conversion rate by providing relevant information and a clear CTA.
Brainstorming is always the first and foremost step in any activity. The same applies when you are running a PPC Brand Campaign. You need to have a clear vision of what your goals and objectives are.
Once you have answers to these questions, only then can you start planning your course of action.
Using too many keywords will result in your ad being shown to less targeted audiences. This can increase your costs and reduce your conversion rate.
It’s important to monitor your competition. Keep an eye on what keywords they are targeting and their ad spending on their campaigns. This will give you a good idea of what it will take to stay competitive.
Your campaigns need to be monitored if you want to achieve successful results. It’s not easy, though. This is because these campaigns are influenced by a number of factors such as:
It is important to monitor campaigns from multiple angles. PPC Signal is one of the most effective tools for that. PPC Signals uses a data-driven approach to provide campaign data in the form of signals.
Several filters are available in PPC Signal, as shown in the PPC Signal dashboard below:
You can see the list of filters in the above image. When you click on any particular filter and select the relevant option. You can see all the related information in the form of signals on your screen after selecting. PPC Signal allows you to track your campaign over time so that you can identify any problems early on and take remedial action.
Google doesn’t allow you to use other brand names in the ad copy. However, if you are a legitimate reseller creating an ad for a product you can.
Is bidding on competitor keywords legal? In a nutshell, bids on competitor keywords are legal. No Google rules prohibit bidding on brand keywords, regardless of whether they represent your brand or not. In Google’s trademark guidance, it states explicitly that trademarks are neither investigated nor restricted as keywords.”
The benefits of bidding on these terms include covering your core brand terms across all search terms and stopping competitors from snatching traffic for your brand.
The cost-per-click (CPC) for brand terms tends to be lower than for non-brand keywords. You may want to consider this tactic if you have already lost money on a service or product. Through bidding on these specific keywords, you may even notice a revenue increase.
PPC branding campaigns use keywords and terms related to your brand. A branded PPC campaign can have numerous benefits, even though you might naturally rank for these terms. Monitoring campaigns is important if you want your campaigns to perform well. Without using a marketing tool, this task is difficult. So using PPC Signal is the best way to monitor campaigns from every angle.
Ensure your PPC plan focuses on branded terms and your company’s name to get the best results. Your brand will benefit from increased search engine visibility as well as a community-based online presence. Consequently, you will increase engagement and return visits from your target market.
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