Clients ask us, why should they buy their branded terms (or run PPC Brand Campaigns)?
And the answer is, only when you need too.
If you are running brand campaigns when it’s not necessary, you could be wasting your PPC dollars.
In this article, we are going to cover when your brand campaigns should be running, and when you may want to pause them..
If you have a website that is NOT ranking #1 for a branded search, then your first task is to start bidding on your brand terms so you can get to the top of the search engine results page (SERP).
The second task would be researching why your website is not ranking #1.
Branded searches normally have a higher conversion rate than non-branded searches, so make sure you do not miss an opportunity to get a customer who is searching for your business.
If your website is not ranking #1, then whose is?
There may be others bidding on your brand terms (intentionally or unintentionally) to display their ad above your organic listing.
Unless the hijacker is using your brand name in the Ad copy, then there is nothing you can do about this. Your only option is to start bidding on your brand terms. So your Ad shows up above theirs.
This makes the hijacker pay a little more in cost per click, and they may eventually stop.
If you have a new development or just rebranded your community, then there is a good chance your brand is not ranking #1. It takes some time for the search engines to pick up your site.
Until then, consider un-pausing your PPC brand campaign.
Sometimes your website listing is not giving the message you want in Googles search result. By running a brand campaign, you have complete control over the message that your customers see.
In the graphic below, the first listing is the brand campaign. The 2nd listing is the organic result. Notice how Airbnb changes their messaging in the brand campaign.
Tracking your own brand ranking isn’t hard (anyone can do a google search). But knowing when competitors are bidding on your brand terms is more challenging.
Our Website Analytics product can alert you when your website is not ranking #1 and when competitors are displaying ads for your brand name.
With this data, you know when to ENABLE or PAUSE your brand campaigns.