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Video Transcript: Should You Bid on Your Brand in Google Ads? (AdWords)
In the world of PPC there is an age-old question of whether or not you should bid on your brand’s name as a business. Now, there are a lot of advantages and a lot of disadvantages in bidding in your own brand’s name on Google Ads in order for your brand to show in the paid advertising section on the search results page. In this video, we are going to explore the positive and the good reasons of why you should definitely bid on your brand’s name.
Now, this video is part of a two-part series. The next video I make on the subjects will cover why you shouldn’t bid on your brand name. There are two specific camps and reasons that they fit into. In this video, we’re going to break down why should bid on your brand name, should be interesting. See you guys on the other side.
Hey, guys. Darren Taylor of thebigmarketer.com here and my job is to make you a better marketer. Now, if that stands up to a street, you should consider subscribing to my channel. In this video, we are exploring why it’s a good thing to bid on your brand’s name in the Google search results page for your brands to show right at the top of the listings when somebody searches for your brand name. Let’s get right into it.
The first reasons you should definitely bid on your brand’s name is because it protects you from your competitors if they bid on your brand’s name. Now, imagine you as a business, you have spent tons of time, tons of money building up your brand’s name for people to search for your brand directly. Now, imagine if your competitors take advantage of that and start bidding on your brand’s name themselves.
Well, what happens is if I go to the search results pages the customer looking for your business and I type in the search term of your brand’s name. If a competitor ad is showing in the search results at the same time there is a chance I might click their ad instead of yours because there’s going to be a service crossover. They all do the same thing you do otherwise, they wouldn’t be bidding on your brand’s name.
In order to protect your brand’s name, you should bid on it in case your competitors are doing the same. You might ask yourself the question, “Well, my brand name is my brand’s name, why would somebody click my competitors brand when it’s not the same as my brand, it’s a completely different name.” Well, in terms of search, people are lazy. They just clicked the advert that fits what they’re looking for. That is why people do bid on competitors brand names. You’ll see it all over the place in all industries because it can work really well. Guys, bid on your brand’s name, protect your brand, make sure you’re visible when people are looking for your brand.
The next reason you should bid on your brand’s name kind of falls into the category of vanity and that is it looks really authoritative to see your brand at the top of the search results in the page section as well as the first place in the organic section as well. I did say it was vanity but it does give an air of authority. If you go to Google right now and type in Mercedes Benz then you will see Mercedes are bidding on their brand’s name and guess what? Nine times out of 10 no competitors. You don’t see BMW, you don’t see Audi bidding on the term Mercedes Benz because they just don’t do it but ultimately Mercedes still bid on their brand’s name because it gives them an air of authority.
Now, of course, it’s not going to impact their business necessarily because, of course, they’re not actually getting any competition on their own brand’s name but it still gives the user that feeling of authority and comfort knowing the business they’re working with is protecting their brand. It’s a minor reason but it still another reason nonetheless.
Another reason you should bid on your brand’s name and this one is actually a really good reason is because you can offer the user something different. Now, what do I mean by that? All I mean is if someone was to go to Google right now and type your brand’s name in, they’re obviously more than likely going to get your homepage on the search results which is fine, which is a good thing for the user because it’s the homepage of your business. They can most definitely find what they’re looking for. However, if you bid on your brand’s name in the search results at the very top in the paid listings you can tailor the page towards the customer who hasn’t actually gone to your website before.
Now, what I mean by that is you can put offers in there, you can try different types of landing pages, you can experiment a lot more with how people interact with your brand. You’ll see listing quite a lot of software as a service product where if you go to the organic listings you’ll hit the homepage. If you go to the paid listing on the brand’s name you’ll see a landing page with a stronger call of action. It could be much more salesy, the menu could be a lot smaller because ultimately you’re leveraging your brand’s name in order for people who want to transact with you as opposed to returning customers. Therefore, you’re making your website more conversion-friendly when people are finding your brand. You can offer up a lot more than just what your homepage can offer the user.
The next reason is also a really important reason especially if competitors are bidding on your brand’s name as well. That is you’re maximizing the traffic going towards your website. Now, the way it works is a lot of people will head straight for the organic results. That’s fine because ultimately if you are bored about your search engine marketing, you’ll have both bases covered.
Now, if someone goes to the search results and they do click the adverts and there’s somebody who’s quite comfortable clicking the adverts then if they click the adverts then you’re going to be there because you’re bidding on your brand’s name. If they click the organic results they’re going to be there because you’re ranking for your own brand’s terms. That combination of being in both sections means you’re maximizing the traffic going towards your website.
It means your maximizing on both opportunities in the paid and in the organics as well. You’re maximizing everything. What’s not to like about that as a marketer maximizing everything in all the channels you have at your disposal. You’re going to get more conversions, you’re going to boost the traffic to your website and generally speaking it’s a good thing.
The next reason you should bid on your brand’s name is because it’s low risk and low cost. What I mean is bidding on your brand’s name you’re not going to spend much money because when you look at the way the Google Ads system works then, of course, you know all about the quality scores and the closer to your quality score is in terms of your relevancy to your website, your keywords, and your ad copies. You’re going to get cheaper clicks and you’re going to get great quality scores for your account, meaning cheaper clicks.
No one is going to be more relevant to your brand name than you. Bidding on your brand’s name means you can get a really, really high level of cheap clicks to your campaigns and great quality scores for your accounts. It’s a very easy thing to do. It’s quite a low risk because of course, the cost of traffic will be a lot lower for your brand than it would be for more competitive keywords. It’s low-hanging fruit, just grab it while you can because ultimately, it’s going to cost you very little to bid on your brand’s name.
The final reason you should definitely go ahead and bid on your brand’s name is for reputation management. Now, let me elaborate on that a little bit more. A lot of customers when searching for your brand’s name don’t only type your brand name in as an exact term. They’re going to add things onto it. Some of the things you’ll find people add to your brand’s name are things like reviews or ratings or complaints. Now, of course, you go into business with the best of intentions but ultimately, you can sometimes get bad reviews, you can get sometimes complaints and from a reputation management point of view, you have to make sure that you confront those reviews and complaints.
If somebody goes to Google and types in your business name plus the word complaints or problems or issues then you want to make sure you’re showing in the paid results as well because you’re maximizing the real estate on the search results page. Now, of course, the user could go down the page a little bit further, skip past your adverts and go straight to the results they want to see the reviews they need but by bidding on your brand’s name you’re cutting down that risk even if it’s a small amount.
Again, as I mentioned in the last point it’s low risk. You might as well do it, every little helps and I think it could really help maximize your reputation management because you can control the conversation. If someone types in your name plus reviews then you appear right at the top. Hopefully, you’ll also have some review ratings as well within the snippets of the adverts as well and that can also help your click-through rate with that kind of search term but ultimately, you’re maximizing everything and from a marketing point of view what’s not to like.
There you have it. They are the reasons you should be bidding on your brand’s name in paid search. Now, of course, as I said at the beginning of this video I’m going to make another video explaining the reasons you shouldn’t bid on your brand name. I’m not contradicting myself here. It all depends on your circumstances. You’ve now heard the reasons of when and why you should.
In my next video, I’ll cover the reasons when and why you shouldn’t. You’ll probably fall into one of each camp. It all depends. Marketing isn’t all black and white, there is a lot of gray areas and I hope I can bring some clarity to those gray areas for you. Thank you very much for watching this video. If you liked it, please leave a like below. Let me know in the comments if you are going to start bidding on your brand’s name.
I pretty much reply to every comment I get so hit me up below. I’ll be more than happy to discuss. More important than that, don’t forget to subscribe. Check out the other content on my channel. I’ll see you guys on my next video.