I am always surprised by people’s reluctance to spend money on their own branded keywords. Whenever I setup a new account in AdWords, I begin by thinking of how best to break the account out into different campaigns. Usually, building a brand targeting campaign is a foregone conclusion, but many people hesitate to spend time and advertising dollar here.
The most common rebuttal I hear against branded keyword campaigns is that they will pillage organic traffic that may have come to the site naturally. Fortunately there have been hundreds of studies that dispute this. Unfortunately, people still doubt this because many of these studies happen to have been done by Google statisticians. That said, you can see the results of the study here and make a decision for yourself. Assuming you trust the numbers they have come up with, the studies estimate that 89% of the traffic gained by paid search ads would not have been replaced by organic listings had the paid ads not been there.
With that said, here are a few great reasons why spending on your own branded keywords is worth it.
1. Monopolize Prime Real Estate
I cannot remember the last time I made it past the first page on Google into the obscure world known as “Page 2”. A recent study by Chitika showed that 91.5% of all Google search traffic is generated from results found on the first page. The first page of Google is Boardwalk and Park Place. If you are fortunate enough to own one of these, make sure you own the other. Comparatively if you own a spot on the first page in the organic rankings, you can only improve your likelihood of someone coming to visit by occupying another spot via paid search.
Another key benefit of occupying this prime real estate is that now there are fewer positions for your competitors to occupy. Let’s say you are in the top spot in Google’s organic rankings. You may think that it is a waste to have your own paid ad directly above your ranking. On the other hand, by not having your own ad there. you are leaving the door open for a competitor to take up a prime spot.
2. High CTR, High Conversions
Unless your brand name is a generic term, there is a good chance that the person typing it in is looking just for you. Naturally this will lead to more clicks than generic keywords that could describe many other possibilities. The other plus is that if they are looking for your brand they have obviously heard of you. One of the most difficult (and expensive) things to do in marketing is to educate a market about your brand and why you are right for them. Someone typing in your brand is already past this point and usually is further along the path to conversion than someone searching for a generic term.
3. Lower Cost per Click
This can obviously vary greatly but more often than not branded terms will have far lower CPC’s than generic terms. An exception to this is with very popular brands and particularly brands that have become popular to the point of genericization such as Kleenex. Outside of this, rest assured that your brand name e.g. “George’s Gold Buying Guild” will certainly cost less per click than the generic term “buy gold”.
Nobody wants to own Boardwalk but not Park Place. Make sure that you do what you can to protect your brand, communicate with your audience, and attract online visitors in as many ways as possible.