To
bid or not to bid is a question that provokes debate amongst SEO expects at top
PPC Agencies around the world. But, following research from Google that shows
bidding on your own brand keywords doesn't destroy organic search results, now
might be a good time to consider playing the bidding war on your own terms.
To help, we've compiled 5 top reasons to bid on brand terms, because if you learn how to do it well, it can bring you and your clients all kinds of rewards.
1. Search results domination
There's no reason why coming up in search results more than once is a bad thing. Multiple links will only increase click-through, so give the searcher more opportunity to visit your website rather than a competitor. More importantly, you'll look like the prominent player in your space, which only reinforces your dominance in the market.
2. Turn a search into a sale
If someone is using your brand term to guide their search, then clearly they are already interested in what you can offer them. By bidding on your brand terms, you will make the most of hot leads. Plus, it will save them time as they don't have to search around to find you.
3. Say what you want to
Bidding on your own keywords is an opportunity to put your brand's messaging front and centre. By using a paid ad at the top of Google, you can give the searcher a reason to click-through that reinforces your proposition. Furthermore, you can direct a customer to the right page on your website for a particular query, shortening their path to purchase.
4. Enrich your content
Google Adwords recently updated their product, offering advertisers the functionality to show rich content in their paid ads, such as configurable site links, product listings and more. Simple to implement at the back-end, this content can have a dramatic effect on your click-through rates versus an organic listing.
5. Challenge the competition
As a PPC expert, you're no stranger to the restrictions and policies against bidding on trademarked terms, but there are ways around these that your competitors can use, and many do. So save yourself the hassle, and bid on the terms yourself - but make sure you do an altogether better job to stay one step ahead of the competition.
To help, we've compiled 5 top reasons to bid on brand terms, because if you learn how to do it well, it can bring you and your clients all kinds of rewards.
1. Search results domination
There's no reason why coming up in search results more than once is a bad thing. Multiple links will only increase click-through, so give the searcher more opportunity to visit your website rather than a competitor. More importantly, you'll look like the prominent player in your space, which only reinforces your dominance in the market.
2. Turn a search into a sale
If someone is using your brand term to guide their search, then clearly they are already interested in what you can offer them. By bidding on your brand terms, you will make the most of hot leads. Plus, it will save them time as they don't have to search around to find you.
3. Say what you want to
Bidding on your own keywords is an opportunity to put your brand's messaging front and centre. By using a paid ad at the top of Google, you can give the searcher a reason to click-through that reinforces your proposition. Furthermore, you can direct a customer to the right page on your website for a particular query, shortening their path to purchase.
4. Enrich your content
Google Adwords recently updated their product, offering advertisers the functionality to show rich content in their paid ads, such as configurable site links, product listings and more. Simple to implement at the back-end, this content can have a dramatic effect on your click-through rates versus an organic listing.
5. Challenge the competition
As a PPC expert, you're no stranger to the restrictions and policies against bidding on trademarked terms, but there are ways around these that your competitors can use, and many do. So save yourself the hassle, and bid on the terms yourself - but make sure you do an altogether better job to stay one step ahead of the competition.
Related Articles:
0 comments:
Post a Comment