If you want to level up your website’s SEO performance, then you should start running a pay per click (PPC) advertising campaign on your brand name.
It might seem crazy to bid on the name of your own company or brand, especially if you already rank well organically on Google and other search engines, but there are strategic advantages to running PPC ads on your own brand name.
The best part is that it’s usually cheaper to bid on branded keywords due to low competition.
Here are the key reasons why you should bid on your own brand name in AdWords:
Take control of your message
Running search ads on your brand name allows you to run an alternative message or direct visitors to a campaign landing page instead of your home page.
Your website’s title, description and other meta tags should be optimised with the right keywords to secure the highest organic search ranking possible.
However, you can craft a more appealing and sales-driven message with an ad rather than depending solely on your keyword-heavy site listing.
You can also change your message in line with new marketing objectives or send visitors to alternative landing pages with ads.
For example, if you’re running a sale or special promotion, you might want to send visitors directly to a dedicated landing page rather than leaving it up to chance that your visitors will find the promotion on your home page.
Dominate your search results
When it comes to your online brand presence, those first page search results are prime real estate.
By bidding on your brand name, you can stake out more space at the top of those all-important first page results.
You can also use ad extensions to provide additional information about your business such as location information, links to specific parts of your website and even call buttons.
If you are worried that running ads targeting your brand name may steal organic traffic from your website, think again.
In 2011, Google discovered that the incremental ad clicks percentage across verticals was 89 per cent, meaning that 89 per cent of traffic generated by search ads was not replaced by organic clicks when ads were paused.
Protect your brand
Bidding on your own name also helps protect your business from savvy competitors.
Running search engine ads on your competitors’ names is a tried and tested way to scoop up new leads and improve brand awareness.
You particularly don’t want to lose new and returning customers who are searching for your business name to one of your rivals.
Anyone searching for your company name is a high-quality lead because they know about your brand and are probably further along the customer journey than regular website visitors.
Running search ads on your own brand name on Google and other search engines is an easy way to strengthen and protect your online presence.
Speak to the marketing experts
It’s important to set up your advertising campaign correctly, otherwise you could overspend or lose that top search results spot to a competitor.
Assemblo is a full-service marketing agency based in Melbourne and our team of digital marketing specialists can develop an effective search advertising campaign tailored to your needs.
For more information, give us a call on (03) 9079 2555 or drop us a note via the contact form below.