"Why should I run a brand campaign?"
Brand advertising online is not always as straightforward as it may seem. One of the most common questions we are asked is why by new customers is “Why we should bid on our brand name if we already appear on the first page organically?” Put simply you don’t have to. But in almost all cases it is the best course of action.
Below I’ve outlined the top three reasons why.
1: Brand Campaign Quality Score
Brand search campaigns will usually generate some of the highest quality scores (QS) possible (9’s and 10’s). Therefore, if you do a lot of paid search campaigns and need to raise your account-wide average QS then this makes for an easy win. The search volume often isn’t very high and comes with a low CPC so it takes up very little of the budget while pulling the account wide QS up by its bootstraps.
Using brand keywords can increase CTR, QS and reduce CPC!
2: Brand Protection
At any point, any number of your competitors can choose to try and leverage your hard-earned brand awareness for their own benefit. Running a brand campaign will prevent them from being able to take the top spot for your search terms. Brand campaigns will keep you at the top of the pages, and while competitors might still appear alongside you, they most likely won’t the first result – because your ad is there, boosted by its great quality Score! Bear in mind that there are many searchers that do not differentiate between paid ads and organic listings, so the top spot is worth protecting!
3: Pushing Promotions
By pushing a brand campaign with paid search, you have the opportunity to push any message you want. While SEO has many virtues, it is not the most dynamic platform, and changes can take months to set in. If your brand has a sale on and you want your existing customers to know about it right away then you need to push it with a paid brand campaign.
So there you have it. Three convincing reasons why you should commit a small part of your budget towards a brand campaign. Small dollars with big returns are what effective campaign management is all about!
If you have any questions on this please feel free to reach out to the author directly.