Dec 16, 2014 | 2 minute read When your search engine optimization campaign is a success it can be tempting to back off on your paid search efforts. It’s important to remember the important role paid search, or PPC, plays in reinforcing your organic marketing efforts.
Here are six reasons why your brand should be actively bidding on brand keywords as part of your paid search campaign.
- There’s Power in Numbers. When your brand bids on brand keywords, you have the opportunity to not just take the top spot in organic search, but to also claim the top spot in paid search. Your brand can control the top two spots on the page adding to your authority while driving more traffic to your website.
- Outmaneuver the Competition. If you don’t bid on your own brand terms, your competition might! When your competition bids on your brand keywords they could show above your organic search position.
- Reinforce Your Brand. Think about leading brands across all industries. Those brands are bidding on brand terms in addition to owning their SEO efforts. Follow the lead of industry giants and reinforce your brand’s message.
- Paid Search and Promotion are a Team. While organic search results will most likely lead to your home page, you can use paid search to drive traffic to promotions, special events, new products, or other time sensitive information on your site.
- It’s Affordable. Bidding on brand terms is typically quite affordable. With low cost per click, is there any reason why you wouldn’t bid on your brand terms?
- Brand Terms Mean Business. While consumers are more likely to shop on general keywords during the purchasing process, once they make a decision their search shifts to brand specific words. Make sure consumers can find your brand when they are ready to purchase.
