Keyword Bidding: Why Should You Bid on Branded Campaigns?

The most expensive branded keyword costs about $60. Although that may not sound like much, it could end up costing companies up to $6,000 per day if around 100 people click on it. 

What does this mean for you? It’s simple, when selecting branded keywords, it pays to choose wisely.

Here is what you need to know about keyword bidding for your own brand.

Why Should You Bid on Branded Campaigns

How Branded Terms Add Value

Paid ads simply get more clicks from potential customers.

We all know that branded keywords get a ton of clicks, but they’re especially useful for those in the travel and retail advertising business. Since a lot of modern customers use the Google search page as a browser bar, that means that you’ll be able to raise your click-through rates too. 

When you choose the right keyword, you get amplification. Amplification happens when the traffic that goes toward your sponsored ad is growing in a major way.

Of course, this is a sign that your advertisement is actually working, bringing traffic through organic links too. For the uninitiated, that could add up to a bunch of new customers as well.

On top of this, branded keywords can raise your site’s conversion rates by getting potential customers who punch in your keyword more accustomed to your brand’s products. Naturally, this will help them build up their trust level with your company, which can hopefully lead to more sales.

Using an ad with your own keywords also gives you way more control of your customer’s experience with your landing page. Plus, statistics show that visitors are way more likely to buy something if you used branded phrases.

So, paid ads are much more effective than regular old organic listings, bringing higher quality scores to your business.

Why You Should Bid on Branded Keywords

Curious about why you should bid on branded keywords? You’re not alone. To be totally honest with you, using branded terms is the key to standing out in today’s pay-per-click advertising space.

Not only do branded terms boost your marketing campaign, but they’ll also give you the highest return on your investment too. Besides keyword bidding, there are tons of other business strategies that you can use to get ahead like:

– Finding your target audience

– Posting great content

– Looking at customer data

Despite this fact, it’s highly recommended that you start out by bidding on branding terms that are popular in your industry. The reason is, you have to pay attention to which keywords you should bid on, and which keywords you should avoid. Not to mention that you have to figure out which keywords are the best fit for your brand too. 

Before diving into what the best keywords are for your business, let’s talk about what branded keywords are in the first place. 

In a nutshell, branded keywords are special phrases that help your company rank more highly on search engine result pages. If you’re familiar with search engine optimization and search engine marketing, you’ll know that a high Google ranking is definitely a good thing. 

To put it simply, your company’s keywords can include your brand name inside of them. For example, some branded keywords for “Organization X” include things like “OrganizationX” and “”

The bottom line is, if you’re not already using branded keywords for your business, you’re way behind the rest of the competition.

Best Branding Terms to Bid On

To start with, you want to brand the names of your products, the name of your company, and the uniform resource locator of your company.

Placing a bid on these particular terms will guarantee that you’re covering all of your bases. In addition, it will also protect your brand from any copyright infringement issues in the future. Another word of advice is to regularly check to see if your search terms are hitting your target audience.

Once you figure that part out, you can use this information to find newer search terms for your next ad campaign. Better yet, you can even find terms that are completely opposite to your brand to form a negative keywords list. 

Perks of AdWords Bidding

When it comes to AdWords bidding, there are some amazing benefits to branding certain terms. You will be able to better control your brand image for consumers, and you will be able to improve your marketing and advertising strategies.

Branded terms are essential for controlling your brand image for consumers. Your customers are already out there searching for your products or services. That means that they’re expecting the ultimate “branded experience,” even if it’s only on the search engine result pages.

Sometimes your organic results and descriptions just aren’t enough to reel customers in. If you ever decide to change your organic results, it can take a very long time for your alterations to show up online. However, paid ads make sure that you get your ad in front of the right customers at the perfect time.

Luckily enough, pay-per-click results offer value propositions, or special features, in the body of your ad. Besides this, pay-per-click ads can also highlight things like new promotions, sales, or products too. 

Paid keywords can help you to improve your marketing and advertising strategies as well. That’s because they’re literally one of the most risk-free marketing tactics that you can use, allowing you to test to see if your campaign is working. 

Additionally, it’s a great way to see how your audience responds to your ads, which can help you make decisions about other marketing techniques like events and merchandise.  

More Benefits of Branded Keywords

Branded keywords can also help you manage the search engine results page, and help you gain an edge on your competition.

Bidding on branded terms can help you to manage the search engine results page. Even if your company is listed as the number one organic listing, it doesn’t mean that you control the entire page.

As a matter of fact, you might not even be tracking on other kinds of search engine results pages like shopping, images, and maps. Not to mention answer boxes and knowledge graphs.

To stay ahead of the curve, you have to secure your slots in the additional search engine results pages that we mentioned above as well. You have to bid on your brand keywords to be able to do that. 

That’s because the more places that your ad pops up, the better. In today’s smartphone-driven world, you’ve got to show up well on mobile platforms too.

Branded terms can help you to gain an edge on the competition as well. Even though people are searching for your company, it doesn’t mean that your competition can’t steal their attention by giving them a better deal first. Additionally, your competition may even have a higher slot on the search engine results pages, meaning users won’t see your ad until afterward.

Additional Advantages of AdWords Bidding

Brand keywords can help you gain traffic and leads when you appear in organic and paid ads. In spite of the fact that organic clicks are cost-free, they’re still not enough to give you all of the traffic that your website deserves. 

That’s because organic results can be shown pretty low on search engine result pages.

For those that want to give their ranking a lift, there’s no harm in bidding on high-quality keywords. Branded terms can give you the most bang for your buck by providing more clicks as well.

It’s usually cheaper to buy branded terms than to buy non-branded terms. They bring in a super-strong return on investment. We also know that organic results are going to give you 100% of your client’s clicks.

Thus, losing any potential customers equals a loss for your company overall. Make sure that you set aside a healthy budget to bid on the best terms for your brand.

Don’t worry though, it doesn’t have to cost an arm and a leg to bid on your brand. In fact, branded keywords are often more likely to have a higher click-through rate and quality rate, which could decrease your average cost per click.

If you are still uncertain, you can always run a bid-down test to see how much you’ll have to pay for brand clicks while seeing real-time results.

When your competition tries to bid on your keywords, they’ll usually have a reduced quality score, which leads to higher rates. That means that you’re practically setting the baseline for your own bid.

Keyword Bidding Helps Your Brand

Keyword bidding helps your brand. From adding value to your brand, to trademarking your company’s products, bidding on your branded terms really is the best way to go.

Not only that, branded keywords help you to control your brand image for consumers. Plus, they’ll improve your marketing and advertising strategies too.

By purchasing the keywords that best fit your brand, you’ll be able to manage the search engine results page better than ever before. Looking for a free digital marketing review? Don’t hesitate to contact us today.

Owner and Chief Marketing Officer, Jason Hall, and his team specialize in creating brand awareness / traffic and lead generation / marketing funnel and conversion optimization, while utilizing the appropriate marketing channels available within your industry. With diverse clients throughout the world, Jason's team is well connected within many industries to assist with your marketing strategies. With no long term contracts and various levels of service, Jason's team will increase the quality of your online traffic, leads, and sales.

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About the author...

Located in the heart of the Emerald Coast - Destin, FL, founder and Chief Marketing Officer, Jason Hall, and his team specialize in creating brand awareness / traffic and lead generation / marketing funnel and conversion optimization / and PR campaigns, while utilizing the appropriate marketing channels available within your industry.

With diverse clients throughout the world, Jason's team is well connected within many industries to assist with your marketing strategies. With no long term contracts and various levels of service, Jason's team will increase the quality of your online traffic, leads, and sales.

Jason Hall

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