So, a lot of clients have been wondering why they should bother buying their branded terms or running PPC Brand Campaigns. Well, the thing is, you should only do it when you really need to.
If you're running brand campaigns when it's not necessary, you might just be throwing away your hard-earned PPC dollars. And that's definitely not what we want!
In this article, we're gonna break down the situations when it makes sense to keep your brand campaigns running, and also when you might wanna hit that pause button. Let's dive in!
If your website isn't rocking that #1 spot when people search for your brand, it's time to take action. Don't worry, though, I've got some friendly advice for you.
First things first, start bidding on your brand terms. By doing this, you can make sure your website appears right at the top of the search engine results page (SERP). Trust me, it's a great way to grab people's attention!
Now, onto the second task: figure out why your website isn't ranking #1. It's worth digging into this because branded searches tend to have a higher conversion rate. That means there's a good chance you're missing out on potential customers who are specifically looking for your business.
It seems like someone is messing around with your brand. Yep, there might be other folks out there who are bidding on your brand terms, either on purpose or by accident, just so they can show their ads above your organic listing. Sneaky, right?
Now, if the hijacker is smart enough not to use your brand name in their ad copy, there's not much you can do about it. Bummer, I know. But don't worry, there's still a way to fight back. Your best bet is to start bidding on your own brand terms. By doing that, your ad will appear above theirs, and guess what? The hijacker will have to cough up a little extra money for each click. Cha-ching!
If we keep at it, they might just get tired of paying more and give up. So let's show 'em who's boss and protect your brand from these hijackers!
So, you've got yourself a brand-spanking new development, or maybe you've recently given your community a fresh new look, right? Well, here's the thing - chances are your brand isn't quite at the top of the search engine rankings just yet. It takes a little time for those search engines to catch on to your awesome site.
But hey, don't worry! In the meantime, why not think about un-pausing your PPC brand campaign? It's a nifty way to give your brand a boost and get it in front of more eyes while you're waiting for those search engines to catch up.
Ever noticed how your website listing on Google's search results doesn't always convey the message you want? Well, guess what? There's a cool way to fix that! By running a brand campaign, you can have full control over the message your customers see.
Check out the image below. The first listing is the brand campaign, and the second one is the organic result. See how Airbnb totally changes its messaging in the brand campaign? It's pretty neat, right?
Keeping track of your brand ranking is actually pretty easy (just do a quick Google search). But staying in the loop when your competitors start bidding on your brand terms can be a bit trickier.
That's where our Website Analytics product comes in. It can give you a heads-up when your website isn't ranking at the top spot and when competitors are running ads using your brand name.