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Should I have a Branded PPC Campaign?

If you are asking yourself if you should have a branded PPC campaign the answer is...YES. You want to be the first ad listed when someone searches for your product or business name. But if I am that business and own that name, why should I bid on myself?

If you are asking yourself if you should have a branded PPC campaign the answer is...YES. You want to be the first ad listed when someone searches for your product or business name. But if I am that business and own that name, why should I bid on myself?

Depending on the market,  it is likely that your competitors are already bidding on your branded keywords. There is a lot of debate in the PPC community if Google should even be allowed to charge people for their own branded keywords, or the morality of bidding on competitors keywords. Despite where you land on these issues, the reality is, you need to compete for your own business name and branded keywords.

Recently, I was browsing the market for a new mattress. When I did a quick Google search using the mattress’s brand name “purple mattress”, I was surprised with the results.

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There are a couple big take-aways from the experience.

  1. The actual brand appeared second for their own business name.
  2. There are competitors that are creating ad copy to specifically reference competitors.

“Do Not Buy That Mattress”. I have to say that the title worked. It certainly got my attention, and I clicked the Ad. So now when I think of Purple, Tuft & Needle also comes to mind.

A brand campaign isn’t just a defensive play. It should not be a reaction to our competitors or to the environment. Rather, as the name implies, it should be a promotion of our brand and our business. Promote your products, share discounts, boast about your accomplishments, and show us why you’re better than everyone else. Brand campaigns generally experience higher click through rates and attract a more qualified customer.

Now, I understand that some of your businesses will have some awesome SEO strategies in place and may even rank number 1 for multiple keywords. But SEM is about owning the space and navigating the algorithms. Search Engines change regularly. The more we have in place, the more consistent our marketing will be. Why only appear once or twice when you can appear thrice?

It’s possible I still may not have convinced you. It may seem silly to some that they should advertise to an individual that is already searching for their product or service. I know! But this goes back to the idea of Omni channel marketing. Your marketing doesn’t need to be annoying and invasive, but it should be persistent and engaging. It’s important to show up where users are more likely to investigate your products/services and convert.

If you need help implementing your PPC Brand Campaign, we’d be happy to help!

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