Bidding on your own brand in PPC campaigns is a hot topic in the SEO world. Some folks think it’s a waste, while others swear by it. In today’s machine-learning era, it’s more crucial than ever. Let’s break down why this strategy is essential and how to make it work for you.
Brand bidding involves running pay-per-click ads that target your brand name as a keyword. For instance, if your brand is “MoneySuperMarket,” you’d create a PPC campaign specifically targeting searches for “MoneySuperMarket.” This ensures that when someone searches for your brand, your ad appears at the top of the search results page.
Why Bidding on Your Brand Matters
1. Capture High-Intent Traffic
People searching for your brand are already interested in what you offer. These are your warmest leads, with higher conversion rates than generic search terms.
2. Protect Your Brand from Competitors
If you’re not bidding on your brand, competitors might. They could snag traffic meant for you by appearing above your organic result. For example, searches for “MoneySuperMarket” might show competitors like GoCompare or CompareTheMarket.
3. Boost Your PPC Campaign Data
Google’s machine learning thrives on strong data. Brand bidding provides high-quality signals like click-through rates and conversion rates, which help optimise your non-branded campaigns. Furthermore by bidding on hot traffic we increase the chances of conversion, this means google can learn more about the type of people who convert from your hottest traffic and use that customer in its decision making moving forwards. Essentially you are helping google learn what your average customer looks like.
Common Misconceptions About Brand Bidding
“Isn’t Organic Traffic Enough?”
It’s easy to think that users searching for your brand will click on your organic listing. However, studies by Google and eBay show that paid ads increase brand traffic and prevent loss to competitors.
“Doesn’t PPC Steal SEO Conversions?”
Some worry that running ads on branded terms undermines SEO metrics. In reality, PPC and SEO work together. Paid ads help ensure your brand appears at the top, regardless of how competitive the organic results are.
Examples of Brand Bidding Success
Amazon’s Strategy
Amazon bids on its own brand name year-round. Despite being a household name, they invest heavily in PPC to ensure competitors can’t outrank them and to reinforce their dominance in search results.
Starbucks
Starbucks is a great example of a global brand that invests in bidding on its name to secure prime real estate on search engine results pages. This ensures that customers can easily access key features like mobile ordering, menu items, and store locations directly from the ad. By maintaining control over branded searches, Starbucks keeps competitors and resellers from diverting traffic.
MoneySuperMarket’s Approach
A search for “MoneySuperMarket” often shows competitors like GoCompare or CompareTheMarket taking prime PPC positions. By bidding on their own brand terms, MoneySuperMarket can ensure they appear at the top, protecting their traffic and brand integrity.
What About bidding on your competitor’s name?
Bidding on competitors’ brand terms can be effective but must be done ethically:
- Highlight your unique selling points without directly naming competitors.
- Use phrases like “Why Choose Us?” or “Switch to Better Service.”
Best Practices for Brand Bidding
Avoid Legal Risks
Never use a competitor’s brand name in your ad copy. This can lead to legal issues and damage your reputation.
Update Campaigns Regularly
Keep your brand bidding campaigns fresh by testing new ad copy and monitoring performance metrics.
Add Compelling Calls to Action
Ensure your ads include actionable calls to action like “Sign Up Today” or “Get a Free Quote.”
The Future of Brand Bidding with Machine Learning
In the age of machine learning, brand bidding does more than protect your traffic—it enhances your entire advertising strategy. By capturing high-quality data from brand campaigns, you empower Google’s algorithms to better target audiences for your non-branded ads.
Conclusion
Brand bidding isn’t just about protecting your brand; it’s about optimising your entire PPC strategy. From boosting your data quality to staying competitive, this simple yet powerful tactic can make all the difference.
Ready to supercharge your PPC campaigns? Start bidding on your brand today.
