Typically, we see one of two options when it comes to brand term bidding for PPC keywords. There has been much discussion—and much written—on this topic.
(Actually, there are more than 61,500,000 Google results for “should I bid on brand keywords in Google Ads” when writing this.)
The reason for the debates are:
- Those without investment in paid search tend to hesitate to spend money on traffic that could have come for “free.”
- Those with an investment in paid search tend to prefer the inclusion of high-converting brand terms with high-quality scores in their PPC accounts (and PPC reports).
We are here to say: yes, you most definitely should bid on your brand keywords. In this article, we share six reasons why. Read on!
While there are restrictions and policies on not allowing competitors to bid on your trademarked terms, there are ways around it. Most advertisers have a campaign dedicated to the practice. You can call and report these competitors for bidding on your terms, but that can take more time than you might think and be a bigger hassle than just bidding on the keywords yourself and doing a better job!
Due to the high relevancy of your branded terms to your ad copy, landing pages, and your entire website – your branded keywords are probably going to get the highest Quality Scores in your whole account (9’s and 10’s!). Simple math will tell you that adding terms with higher Quality Scores will bring up the average and offset some of your lower scored terms. The healthier an overall account score, the more likely it is that newly added terms could get some Quality Score bump right out of the gates.
Even Google recommends not lowering your ad spend to zero if you are planning to reduce your paid ad spend. It’s best to keep the most effective keywords (which may include your branded terms). Look at this infographic, which shows that 85% of all click traffic is lost and not replaced by organic clicks.
For additional reading, here are some pro-brand bidding arguments raised by our fellow PPCers that are compelling and insightful:
Yes, it would be best if you bid on branded terms in your PPC campaigns.
If someone is looking up your branded term online, they have higher purchase intent, which is an audience segment important to capture.
If your website’s SEO is good, you’re probably going to rank on the first-page organically for your branded term. Capitalize on your exposure and appear twice by also being on top of the results page with paid ads.
Your website, landing page content probably features a fair amount of your branded terms. Because the branded keywords are highly relevant to your content, your PPC Quality Score will be ranked higher!
Your competitors will be bidding on your branded terms and try to capture your clicks and leads, so you need to bid on them to be shown to your audience.
Even if you rank high organically, Google says if you don’t have the bare minimum amount of paid ads running, you lose a good chunk of clicks.
Your branded terms are likely to be less competitive, which means the cost-per-click will be lower.
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