Having actually been operating in pay per click marketing for over a decade now, if I have to create a list of top 10 most often asked PPC concerns, there is one question that will constantly be in the top 5. The concern is “Why should I bid on my brand when I am prepared ranking No. 1 organically for my brand name?” Well, it may make good sense to state no to that question, the genuine response is actually counter-intuitive.
Google partner South Africa listed 8 reasons why lots of smart PPC marketers and businesses are having big success by doing simply that.
1. Send Visitors to a Different Landing Page
When somebody searches your brand name on Google or other search engines, they will be sent to your homepage because the very first outcome they see will most likely be your homepage. However, let’s say if you have a promotional project running, and you wish to send out those visitors to a different page. Well, that is pretty hard to accomplish organically. Fortunately is, with paid search ads, you have complete control on where you wish to send your visitors, and you can alter that whenever needed. Isn’t that remarkable? That means, you can send out those visitors who are browsing “Your brand name vs rival’s name” to a well designed feature contrast page. It is pretty safe to assume that you will wind up with more sales and leads by doing that.
2. Modification Your Message Whenever Needed
For your organic SERP listings, chances are you have to enhance your title, description, and other meta tags in order to achieve greater ranking and better CTR. You are stuck with stabilizing optimum SEO efforts and CTR optimization. With paid search advertisements, you have the capability to completely manage the messaging in your advertisement, and the best part is you can alter your message whenever needed.
3. Service provider Users with More Information
Google Adwords enables you to match your ads with lots of customizable and powerful advertisement extensions, such as your organisation phone number, business address, extra links to other pages on your site (called sitelink), user’s reviews, product images, and a lot more! For more details on advertisement extensions, you may take a look at Google’s official guide on how to enhance your advertisement with extensions.
4. Control Your Brand Search Result Page
Bidding on your brand name permits you to reveal more listings on your brand name search results page page. That indicates more listings, more details (remember you can control them), and a lot more property on your brand SERP. You can control your brand name SERP with the presence of paid search ads! You may not think that is a huge offer, however think how high those review and news websites can rank, and you might likewise have rivals bidding on your trademark name. By achieving your brand SERP domination, you can avoid the risk of having those unfavorable evaluations or news, or even worse– your rival’s ads revealed above your brand listings.
5. Boost CTR and Receive Incremental Traffic
Google performed a research study called “Search Ads Pause Studies” back in 2011, the results showed that, typically, the incremental advertisement clicks percentage is 89%. This suggests that a complete 89% of the traffic created by search ads is not replaced by organic clicks when advertisements are stopped briefly. To put it merely, running paid search advertisements increases the CTR for your listings (including natural listings), and offer you as much as 89% incremental clicks.
6. Make It Hard For Your Competitors
In some cases, you may have competitors bid on your trademark name with the effort to take your traffic and customers. If you don’t bid on your own brand name, your competitor’s paid advertisements will be shown above your organic listings. This might potentially decrease the CTR for your listings, which means less traffic. By bidding on your brand, you can not just own your brand name SERP by showing on top of the search engine result, and likewise make the clicks more costly for your rivals as they will need to bid greater to outrank you.
7. Increase Your Account Overall Quality Score
Since branded searches are extremely relevant to your brand, they usually get very high CTR and quality ratings. This help lift the account-wide average number for your campaigns, and conserve you more cash as Google benefits advertisers with high quality ratings by lowering their expense per click (CPC), helping enhance ROI for your account.
8. Bidding On Your Brand Name is Cheap
Typically speaking, branded terms are generally extremely inexpensive due to low competition. And as discussed above, Google rewards advertisers with high quality ratings by lowering their cost per click. So bidding on your trademark name is in fact pretty budget friendly. You don’t need to invest a lots of money to control your brand name SERP.
Bidding on your trademark name offers you a lot more control and more versatility on your brand SERP. And more importantly, it is cheap! So it is certainly a no brainer for most businesses to completely take advantage of paid search ads and drive optimum ROI for their online marketing efforts.