Apr 03, 2022
In General Discussions
You're probably familiar with the strategy of using pay-per-click advertising to place ads for your brand in searches using keywords related to your closest competitors. But what you might not realize is the potential value you can create by bidding on your own branded terms and placing ads in search results related to your business. PPC brand bidding is a common marketing strategy used to generate visibility and engagement among search users who are clearly interested in your brand's offerings. The logic, when applied to your competitors, is simple: if someone searches for "Adidas running shoes", then they are probably looking for a new pair and Nike might want to bid on that search term to place an ad above. top organic search results for Adidas products. But when you bid on your own brand terms, you double the available real estate on a search results page, winning the organic search page ranking war while bidding on your search terms to claim the ad space. Sounds crazy, right? Why would Employee Email Database Nike bid on “Nike running shoes” ad inventory when it already dominates organic search results? But as counterintuitive as it may seem, there are good arguments for bidding on your own brand terms in certain situations, and some important benefits will help you grow your business. Reasons why you should bid on your own brand terms in PPCWhile it may seem like an unnecessary overlap of your PPC and SEO strategies, bidding on your own brand terms can accomplish important digital marketing goals that organic results can't. Here are five common use cases where this bidding strategy makes sense. 1. You can change your marketing message in a snap. Building an organic search presence takes time – and even when you accomplish this, the results that show up for your brand are somewhat static. You can't quickly squeeze new pages and posts into the first page of search results, which can slow down your brand's ability to deliver new posts and pivot its approach to customers. But PPC brand bidding can help you make that change instantly. While your organic search results continue to show, PPC ads can help you promote a new sale or brand initiative that matters to your search traffic. You can direct traffic to a specific landing page. Specific brand terms will generate results for specific pages on your website. But what if you have a new campaign through which you want to divert as much traffic as possible to a specific landing page? With PPC campaigns targeted to your brand terms, you can put that landing page reference at the top of the page and highlight that arm of your ad campaign. In general, landing pages face an uphill battle for top search engine results page (SERP) rankings, in part because they're tied to campaigns and only used for set periods of time. PPC allows you to move your landing page to the forefront, engaging your audience exactly the way you want them to. 3. You can improve your visibility with ad extensions. When you launch a PPC campaign, you can add valuable extensions that expand the visual space you can claim for your brand. You can also give search users a lot more information to see before they click. These extensions give you options for the type of content you want.