In advertising, a company’s brand is one of their most important assets because it helps de
fine who they are and what they can do their customers. This also true in pay-per-click (PPC) advertising as companies and websites compete for search ranking and relevance. Leveraging your company’s brand is a fundamental PPC strategy that can help you earn more conversions.
While some may contest that branded search queries are triggered in organic search listings. PPC offers greater precision and control over the content in ways that are unique from other search methods.
Here are 5 reasons why you should be bidding on your branded terms:
- They Are Cheap
In recent years, PPC bids have become increasingly more expensive as the landscape grows more competitive. Targeting your branded key terms is a cheap and effective way to earn a high click-through rate and see a major boost in your Quality Scores. You can also expand the reach of your branded PPC campaigns by bidding on specific products. If your company covers a wide range of unique products, bidding on those key terms will secure a top search listing for more conversions.
- Their Search Volume Contains High-Quality Leads
Visitors who are searching for your brand are already familiar with your company, making them high quality leads that are close to the point of conversion. If your company is performing other forms of advertising like TV and radio spots, YouTube commercials, magazine articles and billboards, pairing those efforts with PPC is a great way to funnel those visitors to your site.
- They Offer You Greater Control of Your Brand’s Messaging
Optimizing your site for organic search can increase its visibility, but is difficult to control what pages are showing for specific queries. Bidding on branded terms gives you greater precision with your messaging testable advertising copies and landing pages. If your site has a highly converting page, a demonstration video, white paper and case studies, you can direct visitors to these specific pages using PPC.
- They Can Help Boost Your Organic Visibility
Relying solely on organic forms of digital marketing comes with many risks. Algorithms for major search engines like Google and Bing are always changing – what is working now, may not be working in the latest update. Bidding on your branded terms can help secure your site’s visibility and weather algorithmic changes being made to organic search listings.
- Competitors May Be Bidding On Your Brand
With increasing bid prices and more site’s battling for the same keywords, the search engine landscape is growing more competitive each year. It is growing increasingly common for competitors to bid on the branded terms of their competition – directing your search traffic to your competition.
Including branded terms into your PPC strategy is a fundamental part of digital marketing as it offers you greater control over your brand’s messaging and it secures a direct funnel of qualified traffic to successful landing pages. With search engines becoming more selective in how they qualify their top search placements, branded PPC campaigns can help secure your position at the top for optimal conversions.
Strongpages is a leading digital marketing agency in Austin, Texas that offers professional SEO, PPC and content development services that will boost your conversions and increase repeat business. For more information about our PPC services, fill out our short form and a PPC marketing expert will reach you shortly.
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