A brand keyword is the keyword used to search for a company name. A recognizable example is “Macy’s.”
Using brand keywords strengthens a business’s position in a way that could never happen if the product had a purely generic name.
Check out this week’s Shark Tip, covering the benefits of using brand keywords in your PPC stratregy.
Many don’t understand the benefits of bidding on your own brand keywords when you’re already ranking well organically for them. However, there are many underlying benefits to doing this.
Benefit 1, search result page domination.
If your website is ranking well organically, as well as showing for page search, then you will have ample visibility.
Benefit 2, brand keywords have a low cost per click.
These are normally very cheap and their CTR can be quite strong. Bidding on these low cost, high CTR keywords can help you maintain a high quality score and a low cost per click. This will help you improve the profitability of your campaigns.
Benefit 3, you can choose your landing page.
In organic listings you have no control over displaying a particular landing page for a search term. Visitors are usually just directed to your homepage. With PPC ads you have much more flexibility over where you can send your visitors. You can increase your chances of visitors converting by taking them directly to a product or inquiry page.
So the answer is yes, you can bid on your branded terms even if you do have a strong organic presence.
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